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Breaking it down: Younger generations like Gen Z and millennials have increasing spending power and represent the predominant sources of digital buyer growth.

Digital shopping is boomers’ top digital habit. Nearly two-thirds of boomers made a digital purchase in the past 12 months. They also tend to be more brand-loyal than the general population, according to Morning Consult, making them valuable customers despite their overall technological reluctance.

Enhanced delivery networks have also made it faster and more cost-effective for retailers to serve the growing number of digital buyers outside major urban centers. This includes Mexico’s Western, Central, and Southeast regions, where the number of digital buyers and ecommerce sales are among the fastest growing in the country. Consumers in Mexico are optimistic about the future.

But advertising around film and TV content on Snapchat is a significant opportunity to reach consumers where they’re more likely to be engaged and receptive to brands—especially Gen Z, which accounts for the majority of Snapchat users and represents the predominant source of digital buyer growth, per our forecast.