The data: 30% of Gen Zers and millennials use telehealth for healthcare visits compared with 20% of Gen Xers and just 6% of baby boomers, per a PYMNTS survey of 2,021 US consumers in April 2025.
Gen Z stood out with high telehealth usage for urgent-care at 27%, while all other generations stayed below 18%.Gen Z also reported the highest rate of mental telehealth visits at 22%, just ahead of millennials at 20%, followed by Gen X at 12% and boomers at 5%.Only 38% of Gen Zers used telehealth for primary care, while usage surpassed half among boomers (57%) and Gen Xers (52%).Use of telehealth for specialists was highest among boomers at 27% compared with only 1% of Gen Z and 6% of millennials.
Gen Z and millennials’ tech preferences extend into other digital health tools. More than 75% use at least one digital health tool (e.g. health trackers, medication management platforms, patient portals, or online scheduling), according to PYMNTS.
Why it matters: Most Gen Z and millennials now rely on digital healthcare more than traditional in-person medical services.
Gen Z averages 63 digital healthcare activities, such as tracking health data or using virtual therapy every month, more than any other age group, per PYMTS Intelligence.60% of 18- to 34-year-olds get their prescription drugs at online stores, compared with just 14% of consumers 65+, per M3 MI’s Consumer Health study.
Gen Zers are more skeptical of traditional care. While 57% of Gen Zers still trust primary care physicians, that’s significantly less than 85% of boomers, per PwC’s 2025 US Healthcare Consumer Insights Survey.
Implications for marketers: Gen Z and millennials expect healthcare to work the same way their favorite digital services do—fast, seamless, and mobile-first. Their use of telehealth and online tools signal a shift toward self-directed care and higher expectations for convenience. However, their lower trust in traditional providers means brands need to work to establish credibility in digital spaces.
What marketers should do:
Make healthcare easy to access. Offer simple scheduling, telehealth visits, online refills, and app-based services that work much like familiar retail digital experiences.Help younger cohorts manage their own care. Provide tools like symptom checkers, digital trackers, and clear information that supports their do-it-yourself approach.Build trust through peers. Use creators and patient influencers they already trust to deliver relatable messages in the digital channels where they already spend time.Create useful video content. Produce short social media videos similar to those on TikTok or Instagram with content that simplifies health topics and educates or engages viewers.