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The exceptions, again, were Facebook and baby boomer shoppers. Snapchat beat both TikTok and Instagram in creator-driven shopping. In our survey, 85.6% of social shoppers who said Snapchat content led them to make a purchase also said they had made a purchase because of creator or influencer content.

However, among millennial, Gen X, and baby boomer social buyers, Facebook is the most popular platform to make a purchase. 5. Apparel brands can leverage social commerce to grow their holiday sales.

It helps 37.4% of millennials and Gen Zers become aware of a bank’s products, versus just 16.5% of Gen Xers and baby boomers, per our October 2023 US Banking Consumer Habits survey. And 35% of consumers cited social media as one of the places where they are most receptive to advertising, while just 12% cited financial services websites, per the IAS survey.

Baby boomers redirect their consumerism online. Digital buying is the leading digital activity for baby boomers. Forty-five million baby boomers are digital buyers (only about half a million buyers behind Gen Z). User-friendly platforms like Amazon have made adoption easy even for nondigital natives. Adults ages 55 to 64 spend more time than other generations on Facebook.

Empty-nester Gen Xers and baby boomers regularly ditch homeownership for low-maintenance apartments—but people of all ages who can afford to buy a home are choosing not to. What insurers should do next. Establish partnerships with landlords.

The Senior List, a lifestyle site for Baby boomers, created a list of 780 Google search queries primarily asking questions about treatments for various medical conditions. An AI Overview popped up for about a quarter of the queries. A group of six healthcare providers then assessed the risk level that each AI-produced result posed to older adults.