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Gen Zers and millennials have normalized gaming into adulthood, but smartphones have opened the door for older generations.

Abundant media consumption, receptiveness to advertising, and dynamic social media activity are key traits among Black digital consumers in the US. Tapping into these trends can help advertisers craft successful campaigns. Key Question: What are the top digital activities and platforms among Black consumers in the US?

Gen Zers have the highest rate of LGBTQ+ self-identification. According to a March 2023 poll from Gallup, 22.3% of Gen Zers in the US identified as LGBTQ+, compared with 9.8% of millennials. Increased social acceptance has made it easier for younger people to come out publicly, but support systems and the size of LGBTQ+ communities can vary dramatically by location.

Our take: Rogan's sustained dominance in podcasting reflects a broader shift in media consumption, with independent voices increasingly challenging institutional platforms. His unique ability to attract a highly engaged, predominantly young male audience mirrors the success of other conservative-leaning content creators like Carlson, suggesting a cultural shift toward traditional ideals.

Gen Z鈥檚 media consumption, digital behavior, and attitude toward ads is a reflection of their upbringing in the app age. That鈥檚 why advertising to Gen Zers requires a unique approach鈥攐ne that prioritizes privacy, encompasses multiple channels and screens, and leverages new formats. Here are five key stats advertisers should know about targeting Gen Z.

Coca-Cola is increasing its investment in digital media channels to appeal to Gen Z, while Gap is focused on creating more story-forward, culturally relevant marketing campaigns. To cut costs, Procter and Gamble is using AI to improve order fulfillment and reduce ad waste, and Starbucks eyes growth in delivery. Here are five insights into how companies are adjusting strategies this year.

Gen Zers aren鈥檛 watching appointment TV. They鈥檙e not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z鈥檚 media consumption looks like.

Additionally, Gen Alphas will be on the lookout for a platform they can make their own, like millennials did with Instagram and Gen Zers with TikTok.

On today鈥檚 podcast episode, we discuss how much time Gen Z are actually spending on their smartphones, the less discussed places Millennials are spending their social media time, and more. Join host Marcus Johnson, along with analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

This will also mark the first year that approximately half (49.8%) of Gen Z users will tap-and-pay, following in the footsteps of millennials (63.0%). Features introduced in 2023 will quickly spread across major open-loop wallets鈥攁nd be adopted by consumers鈥攖ransforming them into commerce enablers in 2024.

US Gen Z adults鈥� top two daily media activities are streaming video (46%) and streaming music (43%), per a May 2023 Morning Consult survey.