Key findings:

  • 68% of frequent BNPL users are female, compared with an even gender split among non-users.
  • 51% are Millennials and 16% are Gen Z, underscoring BNPL’s appeal among younger adults.
  • 42% fall into the middle-income band, and 24% into higher income, yet many report financial strain.
  • Half (50%) have been refused a financial service due to credit history, compared with 10% of non-users.
  • Top motivations include spreading payments over time (62%) and interest-free options (56%).
  • Most frequent users describe themselves as coping financially (64%), and just 15% feel comfortable on their current income.
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BNPL usage is mainstreaming — but demographics show a skew

Buy Now, Pay Later (BNPL) services — once a niche checkout option — is reaching the mainstream. YouGov data shows that about a third of British adults have used BNPL at some point. However, a small group of frequent users (3.4% of the overall population) uses this form of payment at least once a month. These frequent users exhibit distinct demographic, income, and credit profiles.

Demographically, BNPL’s most engaged audience is disproportionately female. Among frequent users, 68% are women, in stark contrast to the even gender split seen among non-users. Millennials make up 51% of frequent users, followed by Gen Z at 16%, underscoring BNPL’s appeal to younger, digital-native generations. In contrast, non-users skew older, with higher shares among Gen X and Baby Boomers.

Income-wise, frequent users are not confined to lower-income groups: 42% are middle income, while 24% fall into higher income brackets.

Why Britons use BNPL: flexibility first

For most users, BNPL is about control and convenience. Top motivations include flexibility in managing payments (46%), interest-free options (56%), budgeting flexibility (53%), and the ability to spread payments over time (62%). Many also appreciate being able to access purchases immediately without paying in full (39%)

These findings show BNPL is viewed as a practical financial tool — one that helps consumers align spending with income rather than rely on long-term borrowing. Yet users are aware of potential pitfalls: half (49%) worry about overspending, and 22% about missed payments. In short, they’re drawn to BNPL’s flexibility but remain mindful of its risks.

Middle-income earners yet financially strained

BNPL usage spans across income levels with 42% of frequent users falling into the middle-income bracket, and 24% into higher-income bands. Still, financial strain remains widespread.

When asked about their comfort with current income levels, only 15% of frequent BNPL users said they feel comfortable, compared with 29% of those who never use BNPL. Instead, nearly two-thirds (64%) describe themselves as “coping” or “finding it difficult” on their current income. According to our data, the more comfortable Britons are in their financial situation, the less likely they are to use BNPL.

A similar pattern emerges when looking at savings: just 37% of frequent users can save each month, compared with 54% of those who never use BNPL. One in four frequent users (27%) say their income “covers expenses but doesn’t allow saving,” and another 26% report that their income is below what they need to meet expenses.

This indicates that while BNPL is used across income levels, its most frequent users are often those balancing tight monthly budgets.

Frequent BNPL users have worse credit and are more likely to have been victims of fraud

Nearly half of frequent BNPL users (50%) say they have been refused a financial service due to their credit history, versus just 10% among non-users. This reflects less-than-perfect credit quality. Only 25% of frequent users rate their credit history as “excellent”, compared with 42% of non-users.

This significant gap suggests that BNPL’s popularity is partly tied to accessibility — providing an alternative payment method for consumers who may face obstacles with credit cards or personal loans.

Openness to new financial products or forms of credit is also correlated with openness to illegal scams. More than half of frequent users of BNPL (55%) have been victims of some kind of fraud or scam compared to 40% of occasional users and only 30% of Britons who have never used BNPL.

The takeaway: understanding BNPL users as financially diverse but liquidity sensitive

Overall, Britain’s BNPL users form a broadly middle-income but financially stretched group, dominated by younger consumers and women.

For providers, the challenge — and opportunity — lies in meeting these consumers where they are: offering transparent terms, budgeting tools, and proactive reminders that promote responsible use. Done right, that approach can strengthen both trust and sustainability in this rapidly evolving market.

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Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between October 2024 and October 2025 using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.