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Gen Z will make up 20% of the population this year, in line with the percentage of both millennials and Gen Xers. By 2025, Gen Z will surpass Gen X in its number of US digital buyers, per our forecast. As digital natives, Gen Z expects a seamless digital experience from brands and retailers, whether they鈥檙e on social media, a website, or an app. 2. Loyalty is important, but not a guarantee.

Younger people鈥擥en Z and millennials鈥攁re more active in seeking medical advice there than are older people鈥�Gen X and Baby boomers. 33% of Gen Z patients use specific groups on social media to discuss an illness or medical situation.

Generational respondents were broken out into Gen Z (19% 1997-2005), Millennials (34% 1981-1996), Gen X (35% 1965-1980) and Boomers (12% 1959-1964).

The number of US millennial and Gen Z social network users will continue to climb through 2027 while the number of Gen X and baby boomer users will decline. TikTok, Snapchat, and Instagram are the most popular social media platforms for Gen Zers, though only Snapchat draws a higher share of Gen Z teens than Gen Z adults, per our US Social Network Usage by Generation report.

While younger consumers still have the highest levels of penetration by age, older consumers are also contributing to this growth. 28.9% of Gen X will use BNPL in 2023, up from just 3.3% in 2019. And 13.0% of baby boomers will use the payment method, up from 0.6% in 2019. And female users still outpace male users, with 46.3 million female users versus 35.8 male users.

Millennials (31.3%), Gen Xers (20.2%), and baby boomers (12.1%) all use social media for health-specific reasons far less frequently. They also see social media as an outlet to discuss their health conditions with others.

However, the Gen X and the boomers, we expect them to lose a few hundred thousand. So they are relying more and more on the Gen Z folks for that growth. (08:41):. Let's move to the second player here. So Snapchat, they have a 0.7% share of the US digital ad pie, which lands it in 12th place, a few spots behind Pinterest. Money-wise, they grew revenue 16%.

And 28% of millennials expressed discontent, along with 33% of Gen X and 25% of baby boomers and seniors. More tweaks to credit card rewards programs will likely be around the corner to mitigate this issue and boost customer satisfaction. But issuers like American Express will need to ensure the changes aren鈥檛 too costly and are in line with what consumers actually want.

Generational respondents were broken out into Gen Z (19% 1997-2005), Millennials (34% 1981-1996), Gen X (35% 1965-1980) and Boomers (12% 1959-1964).

On average, 37.4% of millennials and Gen Zers say social media helps them become aware of a bank鈥檚 products and services, versus just 16.5% on average for Gen Xers and baby boomers. Most ads are minimally effective in building brand awareness among younger consumers.

But millennials and Gen Xers are also spending a great deal of time on the platform, according to our 鈥淭ime Spent on TikTok鈥� report. US TikTok users ages 25 to 54 will spend over 45 minutes a day on the platform this year, well above the time that age group spends on other platforms.

Even as Google debuts search features like AI overviews, traditional search engine use is declining: Gen Z is 25% less likely to use Google than Gen X, per Forbes. What if TikTok gets banned? Though TikTok鈥檚 days in the US could be numbered based on what could be a lengthy legal battle, its impact on search marketing is here to stay. Talk of the ban isn鈥檛 doing much to hamper TikTok investment.

We expect the number of US Gen Z Pinterest users to rise by 9.7% YoY in 2024, while the number of millennial, Gen X and baby boomer users will be stagnant or fall. 鈥淭he reality is that we鈥檙e aging up,鈥� said Snap鈥檚 Harris. 鈥淭he 17-year-old who joined the platform 13 years ago is now 30 and at a different life stage.鈥�

Search engines slide: Generation Z is 25% less likely to use Google for searches compared to Gen X. Only 64% of Gen Z use search engines for brand discovery, compared with the 94% of Baby Boomers who do so. But there鈥檚 a bright spot for Google: 57% of people use YouTube to search for information in the same way they use Google.

Millennials, Gen X, and Boomers, they're seeing very small, very minor user declines next year. Gen Z is the group that's adding. They're still a small group, so they're growing from a smaller base. But they are the ones that are joining Facebook for those purposes that you mentioned. (09:43):. They're also the story on Instagram as well.

Less than one-quarter of Gen Xers and just 10% of boomers said BNPL was their top choice, but they鈥檇 rather use no installment plan than a card-linked plan. What went wrong: BNPL firms are losing out to credit cards in key areas. While 35.6% of respondents called BNPL a 鈥済ood way to pay for larger purchases,鈥� they鈥檙e still reserving their largest transactions for their cards.

The respondent base was 13% Gen Z, 52% Millennials, 22% Gen X, and 13% Baby Boomers. In addition, 332 US consumer brand marketers were surveyed during August 15-September 21, 2022. Respondents indicated that they are professionally aware of the metaverse, and can answer questions about their organization's digital marketing/advertising, analytics, website, ecommerce, CX, or customer data.

That percentage rises when it comes to Gen Z (52%) and millennials (51%), but is lower among Gen X and baby boomers (around a quarter each). 鈥淎s we know, there鈥檚 a major difference between what people say they鈥檙e going to do and what they鈥檙e actually going to do,鈥� Goldman said of those threatening to leave.

By contrast, that figure was 66% for millennials, 43.7% for Gen Xers, and 25.7% for baby boomers. What this means for retailers: Which payment methods retailers鈥� biggest spenders鈥攁nd the shoppers of tomorrow鈥攑refer is integral to increasing sales and reducing cart abandonment.

But more than half of US Gen Xers, baby boomers, and seniors feel negatively about companies using AI in their CX, according to SurveyMonkey and Momentive, so some may be resistant to AI chatbots. Use this chart:. Understand how customer service expectations vary based on age. Gain insight into the role generative AI could play in customer service.

In another first, there will be more Gen Z than Gen X monthly social users in the US in 2023. To put it another way, there are now almost 20 million more US Gen Z social users than there were in 2018, when ByteDance merged Musical.ly with TikTok and the app started to take off in the US.