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They lag Gen Xers and millennials in terms of user numbers and average daily time spent on the platform, although time spent is decreasing among age groups under 55. Facebook鈥檚 Gen Z gains are driven by practicality and general aging. Roughly 36% of Gen Z is still under 18.

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.

The news: US consumers, especially Gen Xers and baby boomers, have felt panicked about falling behind on retirement savings. But Vanguard鈥檚 鈥淗ow America Saves 2024鈥� report reveals retirement savings have surged since 2022鈥攊dentifying  some tactics and policies that help US consumers meet their savings goals.

Gen Xers are the most likely to convert as a result of influencer content, with 97% of social media users aged 45 to 60 having done so鈥攑roving the power of affiliate marketing. 3. They perceive Amazon as a fashion destination. A third (33%) of US adults say they are most likely to complete an apparel product purchase on Amazon, according to March 2024 data by Tinuiti.

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.

Roughly 40% of Gen Zers ages 18 to 26 and 24% of those ages 13 to 17 have made at least one purchase on the platform, versus only 37% of millennials and 14% of Gen X. US TikTok users ages 18 to 24 scroll the platform for 73 minutes (1:13) a day, more than any older age group, according to our forecast. Use this chart:. Find ways to engage users after they watch a TikTok.

But Gen Xers (78%) lead in looking at advertising mailers. 82% of consumers look at advertisements in the mail at least once per week. Over half of consumers collect advertisements relevant to their future goals鈥攕uch as making a purchase.

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.

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.

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.

Gen X and baby boomers are most likely to start their searches on Amazon or search engines, while Gen Z tends to start product searches on YouTube or TikTok. 3. Walmart is losing ecommerce share. The stat: The percentage of consumers shopping on Walmart.com declined by 15% in Q1, totaling just over a quarter (28%) of consumers.

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.

Aside from comprising the largest age group in the US, those two generations are the most open to switching banks, per Kearney, at 24% compared with 6% to 8% for Generation X and older cohorts. Our US Banking Digital Trust Benchmark found Gen Zers place trust in Apple for banking services on par with their primary financial institution鈥�12.9 percentage points more than the total population does.

This includes Gen X at 52%, Gen Z at 57%, and millennials at 63%. A lower percentage of older cohorts, like boomers and seniors (33%), felt the need for additional security measures. Of all respondents who don鈥檛 believe their banks provide enough security features, 50% said they want more visible methods, like entering a password.