蘑菇AV

The number of LGBTQ+ consumers in the US is growing, and they seek authentic inclusivity from brands trying to reach them.

But nearly 60% of both cohorts also reported being willing to pay for same-day delivery鈥攎ore than 10 percentage points higher than Gen Xers and 20 points higher than boomers. What should retailers and brands do? Accessibility and life stage necessities drive differences within ecommerce categories and channels.

69.0% of US baby boomers are willing to wait for a worker to unlock a product when they see it in the store, according to Numerator. That figure is much lower for millennials (56.5%) and Gen Zers (57.2%).

蘑菇AV half conduct extensive research on product ingredients and their benefits before buying, per McKinsey, compared with only one-third of Gen Xers and one-fifth of baby boomers. Brand websites are the top resource.

Millennials are the most likely to be bullish on AI (60%), followed by Gen X (54%) and Gen Z (52%). But those numbers leave room for growth. Thought leaders, marketers, and brands who are optimistic about AI need to demonstrate its real-world use via chatbots, personalization, data analysis, and other forms of optimization.

Gen Z shoppers are more than twice as likely to have made a TikTok Shop purchase than millennials, nearly three times more likely than Gen X, and about 30 times more likely than baby boomers. However, as we enter a highly competitive holiday season, TikTok Shop will need to focus on offering special or exclusive deals to grow its share of holiday sales.

Gen X prioritizes streaming and shopping. Digital video, online shopping, and social media are Gen X鈥檚 top digital habits. Roughly 80% of Gen Xers have adopted the top three, whereas other tracked digital habits have a penetration rate of less than 56%. Gen X is on YouTube, Facebook, and Netflix.

Nearly 4 in 10 (39%) found written communications from their banks 鈥渋rrelevant鈥� to their needs, a sentiment that grew to 55% among baby boomers. 66% of respondents found banks鈥� communications only somewhat emotionally engaging, and that number rose to 85% for baby boomers and 73% for Gen Xers.

It helps 37.4% of millennials and Gen Zers become aware of a bank鈥檚 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.