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Half of millennials own some type of a wearable device they use for health purposes, per our survey, compared with 36% of Gen X and 32% of boomers. Smartwatches are the device of choice, used by 76.5% of millennials in our survey, compared with 62% for Gen Xers and 46% of boomers.

Some 26% of millennials and 15% of Gen Xers will also purchase via social commerce during the holidays. Gift of AI: This holiday season, artificial intelligence is taking center stage in the ad strategies of companies like Meta, Google, and Amazon, playing a far more prominent role than in previous years.

More than 60% of Gen Zers, nearly half of millennials, and almost a third of Gen Xers have used TikTok as a search engine, according to an Adobe study released in January 2024. Brands that capitalize on this trend can already benefit from the behavior. Gen Z is more likely to turn to social networks than search engines when looking for information about a brand, product, or service, per GWI.

Gen X will comprise 23.1% of all BNPL users in 2027, with healthy user growth among that generation and baby boomers. Yet many campaigns鈥攕uch as Klarna鈥檚 team-up with A$AP Rocky鈥攕till cater squarely to younger consumers. Realizing Gen X and boomer potential will require BNPL providers to segment more of their marketing dollars across generations. To view the full forecast, click here.

Millennials and Gen X are gobbling up tons of TikTok videos, too. TikTok users ages 25 to 54鈥攍argely the millennial and Gen X generations鈥攚ill spend over 45 minutes per day on the app, well above time spent by 25- to 54-year-old users of other social platforms. This is important for three reasons:. Millennials and Gen X are a sweet spot for advertisers.

Generation X is sandwiched between competing financial priorities鈥攁nd stressed: This generation also wants to save for retirement, but many are still supporting their children.

In fact, they鈥檙e the second-likeliest generation to use it for banking research after Gen X. Within social platforms, Gen Z is partial to user-generated content about banking information. They opt for customer comments and posts as a source of banking information on social media.

Sarah Creal, founded by the former CEO and co-founder of Victoria Beckham Beauty, is aimed at consumers over the age of 40, the first Gen X-specific line to launch at Sephora. 2. Legacy brands are losing relevance. Brands with a wider audience base, like Neutrogena and Cetaphil, are seeing less engagement from Gen Z consumers, per dcdx鈥檚 report.

For example, their average credit card debt is $760, and their student debt $14,380鈥攍ess than half of the debt carried by millennials, Gen Xers, and baby boomers. Instead, The Standard鈥檚 study found that Gen Z鈥檚 biggest financial priority (79%) is saving. This aligns with their previously observed cash-stuffing habits, an attempt to set money aside in an analog way.

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.

The trend: Gen Zers and millennials start their patient journeys on social media platforms, while Gen Xers and Baby boomers are more likely to turn to search engines and medical information websites, per our December 2023 US Digital Health survey. This article features insights from our newly published 鈥淕enerational Differences in Patients鈥� Health Journeys鈥� report.

Generation X was split鈥�37.2% preferred communicating over a mobile app, and 36.8% preferred emails. 46.2% of baby boomers prefer email, followed by mail at 18.8%鈥攖hen mobile app communications at 16.1%. These preferences have wider application across banking: Research shows they aren鈥檛 limited to rewards programs.

The figure is larger among millennials and Gen Xers, likely due to the younger cohort鈥檚 lower level of financial independence. What does this mean? Podcasts offer an entertainment alternative that both speaks to Gen Zers鈥� niche interests and offers a break from a screen (although not all take it).

I don't know if it's fascinating, but over the years we've watched LinkedIn, which had a pretty firmly Gen X base, as in the workforce, high users. Our Gen X is getting older and aging out of the workforce, not necessarily right now, but I'd be curious in the future how we're looking at boomers aging out and Gen X as they're leaving the workforce, what does that look like on LinkedIn?

Three-quarters (75%) of millennials and Gen X respondents are concerned about their family/personal finances, compared with only 61% of Gen Z and 60% of boomers. Boomers feel their household income is the most stable. Only 30% feel it is unstable, compared with Gen X (49%), Gen Z (50%) and millennials (52%).

Gen Z consumers are less likely to feel financial stress (reported by 30% of the cohort) compared with millennial parents (43%), and Gen X and boomer grandparents (41%), per Afterpay. However, Gen Zers are the second-most likely to consider BNPL essential for the holiday season (41%), right behind millennial parents (42%).

It's not a massive amount, but it's still pretty notable considering Gen X isn't voracious in their social media consumption. Marcus Johnson (14:42):. Yeah, yeah, that is interesting. I was trying to look through the Gen X data to see what trends jumped out. The one that I saw was that they spend almost all of their social media time on Facebook. Paola Flores-Marquez (14:42):. Yes, that is correct.

On today's podcast episode, we discuss what the high-income shoppers path-to-purchase looks like and how best to market to them. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Sky Canaves and Analyst Paola Flores-Marquez.

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%).

This represents 60.3% of millennial household spending and just under half of Gen X household spending, per the most recently available data from the US Bureau of Labor and Statistics. Gen Z鈥檚 spending power will only grow, as 42% are not yet adults, per the US Census Bureau. Gen Z is stepping up spending as other generations tighten their belts.

The number of Gen Z mobile banking users will reach 42.9 million in 2025, overtaking Gen X. The number of millennial mobile banking users will peak that year. Gen Z puts billions of dollars in play.

Gen X (57%) and boomers (60%) are most likely to play puzzle or logic games. In-game advertising will account for about $1 of every $36 spent on digital ads in the US in 2024 or $8.59 billion, according to our forecast. Use this chart:. Highlight gaming ad opportunities. Strategize advertising to reach different generations within games. More like this:.

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.