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Generational differences: 18% of Generation Z and 4% of baby boomers identified as LGBTQ+ (Ipsos); in the US, 16% of Gen Zers and 15% of millennials identify as LGBTQ+, compared with 8% of Gen Xers and 2% of boomers. The Gallup study found that almost 20% of Generation Z, 11.2% of millennials, and less than 3.3% among older generations identified as LGBTQ+.

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.

Baby boomers, meanwhile, are trending back away from digital. Gen X, on the other hand, is digital, solvent, and worth targeting digitally. The pandemic bump is over; boomers are less likely to be in digital environments. Three years ago, baby boomers were forced to confront their digital fears and live much more of their lives online.

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.

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.

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.

Gen Z shoppers displayed the biggest boost (34%), followed by 28% of millennials, 24% of Gen X, and 18% of boomers. Across all generations, 产辞辞尘别谤蝉鈥� spending changed the least in Q2.

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%).

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 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%).

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.

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.

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.

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.

The insight: Gen Z consumers are 44% more likely to increase their spending this holiday season when compared with millennials, Gen Xers, and Baby Boomers, per new research by First Insight shared exclusively with Insider Intelligence. Thirty-six percent of Gen Zs plan to spend more this year, compared with 31% of millennials, 21% of Gen Xers, and 16% of Baby Boomers.

The share of baby boomers will jump from 13% in 2023 to 17.9% in 2027. More use cases. Consumers can use BNPL in more product and service categories. Affirm recently partnered with an eyewear retailer, for example, and Klarna partnered with a B2B car-rental company. Greater acceptance. BNPL debit cards and partnerships like Affirm鈥檚 with Walmart have made it easier to use BNPL in stores. What鈥檚 next?

Transfers from baby boomers will account for 63% of the total amount of money moved in the Great Wealth Transfer, making their millennial children the biggest beneficiaries of this event, per 2022 Cerulli Associates estimates (the latest available data).

Baby boomers find a bank鈥檚 reputation to be more important than their counterparts, yet Gen Z is the most likely to switch banks. Over half (54%) of baby boomers consider a bank鈥檚 reputation to be extremely important when determining the level of trust in a digital banking experience, compared with 45% of millennials, according to Insider Intelligence鈥檚 2022 Banking Digital Trust Benchmark.

Some 26% of millennials will buy a gift via social commerce this holiday season, followed by Gen X (15%) and baby boomers (6%), per Basis Technologies and GWI鈥檚 survey. Instagram (57%) and Facebook (56%) are the most popular platforms among those who plan to buy holiday gifts via social media, followed by TikTok (43%) and YouTube (38%), the same survey found.

Gen X volume grew 5%, while baby boomers and older generations鈥� volume increased just 2% YoY. Why it matters: Amex鈥檚 push to win over younger generations is working. Gen Z and millennials accounted for more than 60% of global acquisitions in Q1. Their spending now makes up one-third of the company鈥檚 overall volume, per its Q2 earnings. Healthier delinquencies than competitors:.

More than two-thirds (68%) of baby boomers and 64% of Gen Xers will use credit cards, compared with 44% of Gen Z shoppers. Credit card providers have beefed up their rewards offerings ahead of the holidays to capture this volume. American Express added rewards redemption at Amazon checkout for its cash-back cardholders.

Age is the determining factor in willingness to try new products, with millennials and Gen Zers being more likely to branch out than Gen Xers or baby boomers. Younger generations are also more likely to discover new products via social media. Brands that want to increase awareness and consideration among younger consumers must use digital channels to do so. Use this chart:.

Gen Z consumers are 44% more likely to increase their spending this holiday season when compared with millennials, Gen Xers, and baby boomers, per new research by First Insights shared exclusively with Insider Intelligence. But that doesn鈥檛 mean they鈥檙e immune to deals.