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Many more Gen Xers and baby boomers use health apps and telehealth services than wearables, according to our survey. Wearables were the least adopted tools used for health purposes, though half of millennials reported owning them. Patients demand an omnichannel experience. Providers can no longer rely exclusively on brick-and-mortar care delivery.

Baby boomers looking to 鈥渁ge in place鈥� will be prime candidates for in-home healthcare. By 2030, all of the nearly 70 million boomers (now 58 to 76 years old) will be 65 or older, with the oldest close to 85. Most will be using some form of Medicare for their health coverage. In-home healthcare brands are poised for expansion, thanks to their preexisting connections with MA patients:.

Adoption shrank to 1.1% for Gen Xers and 0.8% for baby boomers and seniors. Millennials outpace Gen Zers in terms of Google Pay adoption, however: 1.4% of millennials used Google Pay when online shopping in the last 30 days, compared with 0.5% of Gen Z.

For example, 71% of Gen Zers and millennials would consider buying life or health insurance through a fitness app, versus just 38% of Gen Xers and boomers, per an October 2022 Majesco survey.

The news: US consumers, especially Gen Xers and baby boomers, have felt panicked about falling behind on retirement savings. But Vanguard鈥檚 鈥淗ow America Saves 2024鈥� report reveals retirement savings have surged since 2022鈥攊dentifying  some tactics and policies that help US consumers meet their savings goals.

LGBTQ+-specific websites aren鈥檛 solely populated by the younger cohorts, per CMI, and show slightly more Gen Xers and baby boomers viewing them daily. To the LGBTQ+ Consumer, Messages Matter More Than Ever. LGBTQ+ Gen Z consumers are much more likely to buy products or services with advertising messages that challenge gender stereotypes, per a survey of teens and adults by Collage Group.

The phone is still used most often by patients and their providers, from millennials (67%) to boomers and Gen Z (both 63%) and Gen X (60%). Texts are popular with Gen Z (47%) but less so with millennials (33%), Gen X (25%), and boomers (13%). Social media best targets younger patients and is used most by Gen Z (34%) and millennials (27%) over Gen X (13%) and boomers (5%).

Gen Z places the strongest emphasis on a provider鈥檚 average star rating (49%), while older generations see less importance鈥攄own to just 31% of boomers and 22% of Silents. Boomers, Gen X, and Silents (each about 45%) said the recency of the reviews mattered a good deal, while Gen Z (32%) wasn鈥檛 as concerned.

In the same way that Facebook and Instagram were kind of synonymous with millennials, and now Facebook is kind of synonymous with baby boomers. TikTok was the first app for Gen Zers to pick up and popularize, and they continue to dominate the majority of the platform. We're talking about 44% according to our forecast. So it is where they predominantly hang out and spend the majority of their time.

By comparison, Gen Zers tend to spend about three hours per day on social media alone, while baby boomers typically spend one hour or less doing the same, per McKinsey. Interested in seeing more finserv advertising benchmarks? Industry KPI subscribers can get right to benchmarking performance against over 400+ industry benchmarks; see more here.

Although mid-career when the retirement landscape changed, 85% of baby boomers have saved for retirement鈥攖he highest of any generation鈥攚ith a median of $289,000 set aside. Since 401(k) accounts weren't available until Gen X reached their 30s, many anticipate working into their 70s鈥攚ith a median of $82,000 earmarked for retirement.

Both millennials and Gen Zs are more likely to begin product searches on social media platforms than their Gen X and Boomer counterparts. #TikTokMadeMeBuyIt: While Gen Z consumers have not been immune to the effects of inflation, they鈥檙e less likely to cut back on fun or impulse purchases, dining out, or leisure travel than millennial, Gen X, and Boomer shoppers.