C
Evidence Grade C
Use with Hedging
Aging
38%
38% -- customer churn rate for Gen Z and millennial customers (2024)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
38%
Unit
Percentage
Data Vintage
2024
Entity
Geography
North America
Evidence Quality
C
Moderate quality evidence
Useful directional data with some methodological gaps. Treat as indicative rather than definitive -- corroborate before citing in formal research.
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Sources (3)
Gartner
Primary
Tier B
https://www.extend.com/post/customer-self-service-today-gen-z ↗
Source Article
Customer Self-Service: Today’s Best Practices, Metrics, and Impact on Gen Z Loyalty
Customer Self-Service: Today’s Best Practices, Metrics, and Impact on Gen Z Loyalty
Without effective customer self-service tools, your ecommerce business could lose more than a third of its Gen Z and millennial customers.
That’s according to a Gartner survey, which revealed “38% of Gen Z and millen…
Also cited by
nature.com
https://www.nature.com/
2026-08-16
electroiq.com
https://electroiq.com/
2026-08-16
Original Research
Gartner
· Original study ↗
Methodology
Gartner survey
Methodology documented
Segmentation
IndustryRetail
RegionNorth America
Cite this stat
Suggested hedging: According to limited, single-source data, based on claims without stated methodology, with unverified sample sizes...
Plain Text
Gen Z and millennial customers: 38% customer churn rate. Source: Gartner (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen_z_millennial_churn
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<blockquote cite="https://lighthousedata.io/data/gen_z_millennial_churn" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>38%</strong> -- customer churn rate for Gen Z and millennial customers<br><small>Source: Gartner (2024) · <a href="https://lighthousedata.io/data/gen_z_millennial_churn" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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