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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:. I would like to meet those boomers who are buying Logan Paul's Prime energy drink.

In the same way that Facebook and Instagram were kind of synonymous with millennials, and now Facebook is kind of synonymous with baby boomers. TikTok was the first app for Gen Zers to pick up and popularize, and they continue to dominate the majority of the platform. We're talking about 44% according to our forecast. So it is where they predominantly hang out and spend the majority of their time.

Most creators worldwide are under 41, but there are now creators of all ages, including Gen Xers and baby boomers, per Adobe. Lifestyle, fashion, and beauty are still the top creator categories. But these are broad sectors that overlap with many other industries, including travel, health, entertainment, food/drink, and art. B2B and sports are two fast-growing areas for creators.

Baby Boomers, close to five hours per day with TV, Gen Z, less than an hour. So you've got just a four-hour chasm between the two extreme generations. Gen X, three, millennials an hour and a half. I don't know if there's a generational divide as large as there is in terms of media usage-. Ethan Cramer-Flood (11:35):.

Boomers just under five hours, Gen Z about an hour. But you're right, I mean just looking at time going down, it's like a couple of minutes per year, but not nearly as precipitous a drop as you would've expected, so that's a good one. I mean it's like-. Ethan Cramer-Flood:. It's absolutely a generational story. Marcus Johnson:. Yeah. Ethan Cramer-Flood:.

Almost every generation had about 90% of people who said they were digital banks, even boomers, I think it was like 88, 87% of them saying that they bank digitally. So that's everyone according to our forecasting team. (29:12):.

There will be more of them than boomers by 2025. In just two years time, more Gen Alpha than boomers, and they will start reaching adulthood in just seven years. It will be the largest generation ever with the biggest spending power. A generation where AI, AR and streaming will be the norm. These Gen Alphas will be born between which years? I'll give you one, it's something and 2025.

The US physician population is changing. The older generations are predominantly white and male, but those younger than 50 are predominantly female and growing more racially diverse. What do providers and marketers need to know to connect with this cohort?