Canonical URL: https://giftcard.news/research-trends/incomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd/ --- description: InComm surveyed 3,236 consumers in July 2023, finding debit cards led across generations while cash, mobile wallets and incentives divided preferences. title: InComm's July 2023 study maps generational payment and gift card preferences image: https://giftcard.news/images/social/v1/incomm-s-july-2023-study-maps-generational-payment-gift-card-preferences-26ea848a2646ca4d9431a8ad371a1fff.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # InComm's July 2023 study maps generational payment and gift card preferences InComm surveyed 3,236 consumers in July 2023, finding debit cards led across generations while cash, mobile wallets and incentives divided preferences. By [Maya Bennett](https://giftcard.news/author/maya-bennett/) August 28, 2023 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm's%20July%202023%20study%20maps%20generational%20payment%20and%20gift%20card%20preferences "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm's%20July%202023%20study%20maps%20generational%20payment%20and%20gift%20card%20preferences%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![InComm's July 2023 study maps generational payment and gift card preferences](https://giftcard.news/images/variants/v1/incomm-s-july-2023-study-maps-generational-payment-gift-card-preferences-w630.webp) Photo: Source: incomm.com Debit cards were the preferred payment method across generations in [InComm Payments](https://giftcard.news/company/incomm-payments/)' annual study of 3,236 consumers surveyed in July 2023\. The report also identified differences in cash, credit, mobile payments and incentives among Generation Z, Millennials, Generation X and Baby Boomers. Generation Z ranked cash second, the only group to do so, and was more likely than the other generations to prefer cash for a large purchase. Its stated preference for mobile wallets increased 85% year over year, while concerns about the security of a favourite payment method fell 18%. Those are relative changes as reported by InComm. Millennials were the most likely group to use mobile wallets and personal payment apps. They also reported more use of gift cards for dining and everyday online and in-store purchases than a year earlier. Some 60% said an incentive could prompt them to change payment methods. Almost a third of Millennials reported changing payment methods because of economic conditions. InComm also found that 63% used coupons or discounts on at least half their shopping trips, making the search for value a prominent part of the Your free reader account ## Continue reading for free. Create your account or sign in to get unlimited access. [ Continue with LinkedIn ](https://giftcard.news/api/reader/auth/linkedin/?returnTo=%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F)[ Continue with Google ](https://giftcard.news/api/reader/auth/google/?returnTo=%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F)[ Continue with Facebook ](https://giftcard.news/api/reader/auth/facebook/?returnTo=%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F) No payment required. Newsletter signup is optional. [Already registered? Sign in](https://giftcard.news/login/?returnTo=%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F) ## Sources and documents ExpandCollapse * [Generational Differences in Payment](https://www.incomm.com/insights/talking-bout-my-generation/?utm%5Fsource=giftcard.news) — incomm.com ## In this article ### Companies * [InComm Payments](https://giftcard.news/company/incomm-payments/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm's%20July%202023%20study%20maps%20generational%20payment%20and%20gift%20card%20preferences "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm's%20July%202023%20study%20maps%20generational%20payment%20and%20gift%20card%20preferences%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-july-2023-study-maps-generational-payment-and-gift-card-prefere-0b62f22824bd%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Maya Bennett](https://giftcard.news/images/variants/v1/maya-bennett-editorial-portrait-w320.webp) About the author ## [Maya Bennett](https://giftcard.news/author/maya-bennett/) Journalist — Rewards & Loyalty Maya Bennett covers customer loyalty, employee rewards and incentive programmes for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. [Find a provider ](https://giftcard.news/find-a-provider/) ## Related articles [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [AI Can Shop for You. Can It Spend Your Gift Cards?](https://giftcard.news/research-trends/ai-can-shop-for-you-can-it-spend-your-gift-cards/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 17 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Gift Card Fraud in the United States](https://giftcard.news/research-trends/gift-card-fraud-in-the-united-states/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 66 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Can You Cash Out Your Gift Card? A State-by-State Guide](https://giftcard.news/research-trends/can-you-cash-out-your-gift-card-state-by-state-guide/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 79 min ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","logo":{"@type":"ImageObject","url":"https://giftcard.news/brand/giftcard-news-logo.svg"}},{"@type":"Person","@id":"https://giftcard.news/author/maya-bennett/#person","name":"Maya Bennett","url":"https://giftcard.news/author/maya-bennett/","description":"Maya Bennett covers customer loyalty, employee rewards and incentive programmes for Gift Card News.","jobTitle":"Journalist — Rewards & 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