The Accenture 2019 Digital Health Consumer Survey found that health care consumers today are changing, and their expectations for convenience, affordability and quality are redefining how they engage at each stage of care.

A key takeaway from the survey is that younger consumers are not satisfied with health care’s status quo and consumers of all generations are more willing to try non-traditional services. For instance, Gen Z and Millennials are least likely to have a primary care physician (PCP), compared to Gen X, Baby Boomers and the silent generation. Some younger generations say they would like to have a PCP but have not found one that meets their preferences for affordability and convenience. Gen Z is the most likely generation to seek out wellness practices (e.g. yoga, acupuncture) beyond Western medicine.

Younger consumers—Gen Z and Millennials—are the most dissatisfied with the quality of traditional health care services, according to Accenture. As these younger generations age and have greater health care needs, they will increasingly look for services to satisfy their expectations for effectiveness, convenience, efficiency and transparency. With Millennials projected to become the largest generation by 2019, this generation holds the most power to influence future health care models.