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Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

On today’s 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—and be adopted by consumers—transforming them into commerce enablers in 2024.

TikTok users are highly engaged. In fact, they’re more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.

YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).

Gen Zers in EMARKTER’s December 2024 US Digital Health survey who had heard of GLP-1s came across weight loss drug content on social media (55.3%), more than any other media channel or setting. Among millennials, only linear TV (52.8%) topped social media (50.3%) when it comes to seeing or hearing about weight loss drugs. New drug forms will emerge, expanding the market of potential GLP-1 patients.