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Teens and young adults are the most likely to buy creator merchandise or products. Our March 2024 US Social Commerce survey found that 39.4% of US social media users ages 15 to 77 had made a purchase from a creator or influencer-founded brand in the past 12 months. That figure rose to roughly two-thirds among both Gen Zers ages 15 to 26 (66.3%) and millennials ages 27 to 42 (63.1%).

Young adults prefer video content when researching products or businesses. Nearly 40% of Gen Z respondents start product searches on YouTube or TikTok, much higher than the figures for the overall US adult population, per a February 2024 Jungle Scout survey.

Adoption among the cohort will mark an 11.7% uptick in 2024, compared with a 1.7% growth rate for millennials, 2.4% for Gen X, and a 0.4% decline among baby boomers. Apple Intelligence aims to revitalize Siri. The upcoming Apple Intelligence suite could yield significant upgrades to Siri鈥檚 capabilities, potentially increasing both iPhone sales and Siri usage if the features function as promised.

Affiliate marketing resonates with younger demographics, particularly Gen Z and millennials, who actively engage with affiliate content on social media and exclusive discount sites. These cost-conscious consumers are more inclined to explore affiliate links and promotional offers, giving brands an effective way to reach this growing market.

Millennials are the most likely to be bullish on AI (60%), followed by Gen X (54%) and Gen Z (52%). But those numbers leave room for growth. Thought leaders, marketers, and brands who are optimistic about AI need to demonstrate its real-world use via chatbots, personalization, data analysis, and other forms of optimization.

Gen Z shoppers are more than twice as likely to have made a TikTok Shop purchase than millennials, nearly three times more likely than Gen X, and about 30 times more likely than baby boomers. However, as we enter a highly competitive holiday season, TikTok Shop will need to focus on offering special or exclusive deals to grow its share of holiday sales.

Twenty-nine percent of Gen Zers and 32% of millennials believe their financial situation could lead to homelessness鈥攖hree times more than older respondents, per a February 2024 Opinium Research survey commissioned by Acorns. Instead of traditional loans, they鈥檙e taking what they think is the faster, easier route: BNPL. Consumers under the age of 35 comprise 48% of BNPL users, per our forecast.

E.l.f. is 鈥渢he No.1 brand amongst Gen Z by a pretty wide margin,鈥� CEO Tarang Amin told CNBC, in addition to being 鈥渢he most purchased brand amongst Gen Alpha and 尘颈濒濒别苍苍颈补濒蝉.鈥�.

The news: Keurig Dr Pepper agreed to acquire energy drink maker Ghost as it looks to beef up its beverage business and capitalize on the category鈥檚 rising popularity among Gen Zers and millennials. The consumer packaged goods (CPG) company will pay $990 million for a 60% stake, and acquire the remaining 40% in 2028. The initial stage of the transaction is expected to close in late 2024 or early 2025.

The company also launched iterations of its Mac & Cheese cups鈥攊ncluding ranch and jalape帽o flavors鈥攁nd is working on new shapes and pop culture partnerships to increase the product鈥檚 attractiveness to millennials. And it is increasing its distribution in value-oriented channels like dollar and club stores to stay top-of-mind with cost-sensitive shoppers.

Gen Zers may be setting beauty trends on TikTok, but millennials are buying more of the actual products鈥攁nd more often. Some 34.4% of millennials buy beauty products online at least once a week compared with 21.2% of Gen Zers.

With creator-driven affiliate revenues growing on networks like Amazon Associates, Awin, ShareASale, and Rakuten, brands have an opportunity to capture the attention of Gen Z and millennials who frequently use social media for purchasing decisions. Yet, as the affiliate space becomes crowded, individual creators face the challenge of earning a steady income.