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Well, they're not as trusting of doctors as, say, boomers and Gen Xers. They are actually turning to friends and family.

55% of Gen Z adults access streaming TV through someone else鈥檚 subscription, according to a December 2023 DISQO study.

75% of US adults ages 21 to 24 are at least somewhat likely to participate in dry January this year, according to CivicScience.

Knowing and trusting a brand is the top factor influencing purchase decisions for US adults, particularly among those ages 55 and older, per an August 2023 CivicScience survey.

This year, less than 20% of US adults across all age demographics will purchase a product as planned if they are met with dynamic pricing of products in-store or online, per CivicScience.

Concerns surrounding privacy are high, which could weigh on marketers鈥� efforts to target consumers. US adults under 30 are slightly less concerned (66%) than older consumers about the use of personal information for targeted digital ads, according to the Out of Home Advertising Association of America and Morning Consult.

As the possibility of a TikTok ban grows in the US, users are looking for other platforms to satisfy their short-video needs. In a Cowen survey, 26% of adult US users said they鈥檇 switch to Instagram Reels, and 21% said they鈥檇 head to YouTube Shorts. Meanwhile, 37% had no plans to use another short-video app.

Tinder is the go-to dating app among millennials and Gen Zers in the US, but when it comes to adults 50 and older, Match.com is the online platform of choice, per the Pew Research Center.

Only 13% of US adults have used augmented reality (AR) or virtual reality (VR) while shopping. Though the overwhelming majority have not, 38% are at least somewhat interested in trying the tech.

The US audience for voice assistants is nearing a milestone: 150 million users. Read on for figures from our latest forecast, including how many people are using smart speakers and how they use them.

If you go to Baby Boomers, 2.5%. If you go to Gen X, 4.5%. Millennials, 10%. Gen Z, the cohort we've just been talking about, 22% of them identifying as LGBTQ+. I thought that was fascinating. That's from Gallup. (18:23):.

So you've only got 10% of folks who are in the Gen X or boomer category. So that's how the shares shake out for Snapchat users in America. One thing I wanted to mention by region, you kind of touched on this already, but just to hammer the point home, you talked about rest of world and how much that's been driving growth.

They skew younger, but there are older folks using TikTok, 75% of Gen Z smartphone people using the app, 50% of millennials and 15 to 20% of Gen X and Boomers. But mind, I'll start with you. If it does get banned, what does a TikTok-less America look like? Minda Smiley:. Yeah, I mean, I guess it depends on who you're talking to.