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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.

Only like 7% of Gen X said that they had discovered a product via an influencer. And 2% of baby boomers, millennials fell somewhere in the middle. So even though they're not one of the prominent modes of discovery, they're certainly growing. Which can explain why a lot of celebrities and influencers are tapping into Gen Z in terms of trying to push CPG and grocery products right now. Sara Lebow:.

And whilst 12% of boomers had switched, 16% of Gen X, 29% of millennials, nearly double that 29%, 60, close to 60% of Gen Z folks had switched. And so there is this conversation around how Gen Z have less loyalty to brands, maybe higher expectations is another way of putting it. Maybe they just have access to more research, and so it is easy for them to see what else is out there.

Sorry, I should say Gen X and Boomers. Lisa Phillips:. Yeah, I was thinking there were a few left out. Marcus Johnson:. Yeah, Gen Z'ers, Millennials and Gen Xer's all favor apps the most. And for Boomers apps were only just behind telehealth services. So apps wins out across pretty much every generation. Rajiv, you then go on to talk about folks relationship with social media and health information.

And I'm Gen X, I'm only on TikTok because I've got young kids. That's the only reason I'm into it, by the way. I'm not really that young at heart. But I get served these DIY stuff. I'm hopeless at DIY, but I've started liking them because I want to learn about it.

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.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

Yeah, there's definitely a coolness factor that Instagram maybe once had, or perhaps still has with millennials and Gen X, but... Jasmine Enberg:. I still think Instagram is cool. I shop a lot on Instagram. Sara Lebow:. Definitely a coolness factor that's sort of transitioning to TikTok though. Especially for Gen Z. Jasmine Enberg:. I mean, I'm a millennial, so maybe that's why I'm saying.

And if I compare that to older generations, Gen Xers and Baby Boomers, those two generations, just 16% look to social media for help on banking products and services. We can talk about what they're getting from social media in terms of that, but just because there probably aren't that many banks, I mean the big banks are, but if you look at 4,500 banks in the US, they're not all doing social media.