How do domestic appliance buying priorities change across generations in Britain?

Key findings:

• Price is the top priority across generations: Nearly nine in ten Britons (87%) say price is important when buying a large electrical item, making it the most influential factor regardless of age.
• Older Britons prioritise practicality: The importance of size rises from 57% of Gen Z to 72% of the Silent Generation, while energy ratings increase from 37% to 50% and brand importance from 32% to 50%.
• Younger Britons focus more on style and retailer reputation: Four in ten Millennials (41%) value colour, style or design, while Gen Z are the most likely generation to consider retailer reputation important (38%).

Whether replacing a washing machine, upgrading a fridge freezer or buying a new television, purchasing domestic appliances often involves balancing cost, practicality and personal preference.

New YouGov Profiles data shows that while Britons broadly agree on the most important factors when buying large electrical items, priorities vary considerably by generation. Older consumers tend to focus on practical considerations such as fit, efficiency and trusted brands, while younger adults place greater emphasis on design and the retailer they are buying from.

Insight #1: Price remains the most important factor for every generation

Price is by far the most important consideration when Britons purchase large electrical items.

Nearly nine in ten Britons (87%) say price is important when making a purchase, making it the most commonly cited factor overall.

Price is especially important among Millennials (89%) and Gen X (88%), although it remains the leading consideration across every generation. Even among the Silent Generation, where the figure is lowest, nearly three-quarters (73%) say price matters.

Insight #2: Older Britons care more about fit and functionality

After price, the next most important consideration is whether an item can fit into a specific space.

Overall, 61% of Britons say size is important when purchasing a domestic appliance. This rises steadily with age, from 57% of Gen Z and 58% of Millennials to 67% of Baby Boomers and 72% of the Silent Generation.

Internal capacity follows a similar pattern. Around three in ten Britons (30%) consider internal capacity important, although Millennials at 32% are more likely than others to cite this factor.

Insight #3: Energy efficiency matters more to older generations

Energy ratings rank as the third most important consideration overall, with 44% of Britons saying they influence purchasing decisions.

Nearly four in ten (37%) Gen Z respondents say energy ratings are important, compared with 44% of Millennials, 46% of Gen X, 47% of Baby Boomers and 50% of the Silent Generation.

Insight #4: Brand name plays a role – especially among older generations

Almost four in ten Britons (39%) say the brand name of an appliance is important when making a purchase.

However, reliance on brands increases significantly among older generations. While only 32% of Gen Z consumers say brand matters, the figure rises to 37% among Millennials, 40% among Gen X, 46% among Baby Boomers and 50% among the Silent Generation.

Insight #5: Younger Britons care more about style and retailer reputation

More than four in ten Millennials (41%) say colour, style or design is important when choosing a large electrical item, compared with 38% of Gen X, 32% of Baby Boomers and just 18% of the Silent Generation.

Younger Britons are also more likely to consider the reputation of the retailer. Nearly four in ten Gen Z consumers (38%) say this is important, compared with 30% of Gen X and 33% of the Silent Generation. Among all Britons, the figure is 35%.

Insight #6: Service matters most to older consumers

The largest generational differences emerge when it comes to retailer service.

Where 17% of Gen Z say delivery, advice and other retailer services are important, this rises to 21% among Millennials, 22% among Gen X, 33% among Baby Boomers and 28% among the Silent Generation.

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 June 2025 and June 2026, 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.

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