The rise of Gen Uber
the culture-driving consumer shaping the on-demand world
Gen Uber: the on-demand generation
The on-demand economy has rewired consumer habits—ushering in Gen Uber, a new wave of hyper-connected, convenience-first consumers. While most prevalent in Gen Z and Millennials, consumer mindsets overall have shifted. People want to move at the speed of now, weaving apps like Uber and Uber Eats into the fabric of daily life.
For brands, cracking the code on Gen Uber means staying relevant in a world that never slows down. This white paper dives into what makes them tick, how they shop, and how Uber Advertising puts your brand in the driver’s seat—right at the moment of intent.
Understanding Gen Uber: a generation built on convenience, value, and connection
Gen Uber isn’t simply a demographic—it's a mindset. Shaped by a world of instant access and constant connectivity, this group makes decisions digitally, swiftly, and socially. But they don’t live for the screen—they use it to live more in the moment. This generation is almost a third more likely to prioritize real-world experiences over passive consumption, turning to on-demand solutions - like Uber and Uber Eats - not just for convenience, but as resources to navigate daily life, streamline social plans, and make meaningful connections.
With trust in traditional digital sources eroding, Gen Uber is increasingly leaning into community-driven discovery. They look to peer recommendations, niche platforms, and trusted environments like Uber to guide decisions—highlighting a shift from algorithmic feeds to authentic relevance.
Defining traits of Gen Uber
Gen Uber isn’t simply digitally savvy; they’re digitally forward. They lead in the adoption of emerging service models, including telehealth, streaming, and marketplaces, and show a strong willingness to pay for premium tiers that deliver genuine value.
Beyond impulse: the evolved on-demand consumer
The on-demand economy has transformed Gen Uber into a new kind of buyer—one who blends instant access with intentionality. From professional services to home services and telehealth, they’re around 65% more likely to embrace on-demand solutions - whether it's for everyday purchases or bigger investments.
- Informed yet spontaneous: Gen Uber adopts new tech quickly but takes a thoughtful approach to major purchases—combining curiosity with caution.
- Research-led behavior: Even for daily buys, they prioritize product information, making transparency and clarity essential.
- Connection over consumption: Gen Uber under-indexes on TV viewing, while being more likely to engage in real-world experiences like sport and travel. They prioritize meaningful, active experiences over passive consumption—seeking moments they consider “worth waiting for”.
- Multi-screen engagement: They’re always connected—scrolling, streaming, and commuting—making them highly receptive to cross-platform messaging.
Gen Uber’s advertising potential
Gen Uber is more than 30% more likely to feel emotionally connected to the brands they purchase from vs. the average consumer. At the same time, they’re highly receptive to advertising—when it's done right. Relevant, engaging, and seamlessly woven into their digital routines, effective ads tap into their unique blend of attentiveness and action, turning exposure into meaningful brand interactions.
Gen Uber knows what they want and quickly become advocates and influencers. They’re always searching for the next big thing. The smart move? Don’t chase trends—set them by tapping into this highly influential audience’s flow of discovery.
The key is authenticity. Brands that engage authentically, can turn these consumers into powerful advocates.
Gen Uber may often act on impulse—but only when trust is already built. With Uber, they shortcut the planning phase, turning moments into movements.
Winning strategies for brands on Uber Advertising
To truly connect with Gen Uber, brands must meet them where they are—digitally engaged, constantly moving, and ready to act. Effective campaigns tap into their habits, values, and high-intent moments.
- Engage at the right moment: Leverage high-attention touchpoints like in-ride and in-app placements to reach Gen Uber when they’re most focused and open to discovery.
- Create interactive, personalized experiences: Dynamic content and tailored offers drive deeper engagement. Make every ad feel relevant, useful, and worth interacting with.
- Lead with authenticity: Gen Uber rewards brands that reflect their values. Highlight social impact, inclusivity, and shared interests to build genuine connection and trust.
- Integrate into their routines: From movement to scrolling feeds, Gen Uber engages across multiple screens. Blend your message into their everyday flow to stay top of mind.
In today’s earned economy, loyalty must be won—over and over again. Brands that listen, adapt, and offer value beyond the transactional will earn a lasting place in Gen Uber’s world. Gen Uber isn’t just responding to culture—they’re setting it. Visually expressive and trend-forward, they engage with brands that help them amplify their identity and signal their community.
Unlocking opportunity with Uber Advertising
Gen Uber is reshaping engagement—favoring seamless experiences, content, and authentic connections. More than a demographic, they’re a signal of the future: guided by discernment, community, and intent.
For Gen Uber, digital touchpoints are a gateway—but real-world value is the destination. They want ads that help them show up—not just scroll through. With 60% saying Uber helps them be present for life’s key moments, your message could be the one that brings them there. For advertisers, Uber Advertising offers a powerful gateway to reach this audience in real-time moments of decision.
About the research
This study was conducted by Uber Advertising and GWI in Q4 2024, surveying 1,019 respondents across Gen Z, millennials, Gen X, and baby boomers (for a full range of internet users from ages 18 to 64). It examines Gen Uber’s digital behaviors, purchase preferences, and engagement with advertising.
Contributors
- Sally Basten, Senior Research Manager, GWI
- Jessica Wombles, Consumer Insights Manager, Uber Advertising
- Kate LaBeau, Partner Solutions Strategist, Uber Advertising
- Thom Geraghty, Partner Solutions, Digital Marketing, Uber Advertising
- Edwin Wong, Head of Measurement Sciences, Uber Advertising
Source: 2025 Uber Advertising GWI Gen Uber Study
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