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However, Gen Z is rapidly closing the gap, while boomers represent a significantly undertapped opportunity, particularly for health-focused features. The wearables market is experiencing significant consolidation as devices evolve and categories converge. Smartwatches are absorbing features from fitness bands and expanding into payment systems.

Personalized feed: Netflix鈥檚 revamped suggestions system鈥擱esponsive Recommendations鈥攎ay be aimed to capitalize on the 45% of Gen Zers who frequently decide what to view based on an algorithm or a 鈥淔or You鈥� page, per Toluna. Netflix CTO Elizabeth Stone said previous recommendations focused only on prior viewing activity.

Gen Z is strongly embracing the shift to social media and creator content. Consumers are largely receptive to brands that partner with creators and influencers. Creator and influencer content can be more relevant and less intrusive than studio-produced ads. Creators and influencers are effective at driving purchases, especially among Gen Z and millennials.

More than half of US digital gamers this year will be millennials or Gen Zers. Campaign managers should bear that in mind. Social media/short video (moderate disruption). Key market dynamics. YouTube鈥檚 scale positions Shorts favorably. We don鈥檛 forecast YouTube as a social network, but it is a direct competitor to many networks.

鈥淲hile scaling and driving adoption of our video formats is a key focus area for Roblox in 2025, we鈥檙e also focused on building and scaling unique formats 鈥� to help brands reach and engage the Gen Z audience on Roblox,鈥� the company said. 48% of US Gen Zers played Roblox in 2024, per CivicScience.

They represent the youngest members of Gen Z, born between 1997 and 2012, per our forecast definition. Age ranges from third-party data may vary. Social media can do both good and bad. Most teens are looking for entertainment and connection.

It may be an olive branch for Gen Zers and millennials who may be upset over its decision to stop accepting Amex. It鈥檚 a win for Venmo鈥檚 monetization journey

Gen Z isn鈥檛 very worried about their privacy if banks integrate AI into their services. Other generations expressed less interest and more caution about AI.

However, two-thirds (69%) of Gen Zers would rather watch a movie or TV show written by a human than one written by generative AI (genAI), per Deloitte. Our take: Gamers are mobile-first, socially driven, and open to new technologies. Companies could capitalize on this by offering cross-platform experiences, using AI to enhance content creation, and offering rewarded ad experiences to boost engagement.

Cosmetics and beauty make up a nearly $100 billion industry in the US, and next year more than one-fifth of those sales will come from ecommerce, according to our forecasts. In order to win over beauty shoppers, and Gen Z ones in particular, brands need to pay close attention to where their digital ad dollars go. Here are five charts to help you out.

They rely more on mobile devices than older millennials but have more mature financial lives than younger Gen Zers, giving key insights into digital payment behaviors

Efforts like these are paying off: Amex added 3.4 million new cards during the quarter, with millennials and Gen Zers making up more than 60% of its new accounts globally. What鈥檚 next? Q1 ended amid economic and geopolitical uncertainty, but Amex doesn鈥檛 seem concerned about the state of its business this year.

Apple sells a lifestyle to affluent millennials and Gen Zers: We look at how its financial services offerings differ from any other traditional financial institution鈥檚.

They鈥檙e trying to woo women and Gen Z consumers away from competitors.

Banks know that Gen Z and Gen Alpha are the up-and-coming banking customers, and they鈥檙e offering numerous options to help teens and kids learn the ropes. We鈥檙e devoting this entire edition to an overview of the competitive landscape for FIs seeking to get these consumers while they鈥檙e young.

Interactions have a high impact: Negative customer service experiences can ruin customer relationships permanently. 40% of respondents said they would stop doing business with a company entirely after a bad customer experience, with Gen Z most likely to walk away. 43% of consumers will vent about a poor experience with friends and family, and nearly a quarter of Gen Zers and millennials will take those

The challenge: Consumers are increasingly skeptical of AI-generated marketing content, with 40% of Gen Zers and 42% of baby boomers saying that brands employing AI in their ads seem like scams. The opportunity: VSCO designed Canvas for ideation and collaboration with more human oversight, not just AI image generation, reducing the risk of low-quality output.

WhatsApp may only reach one in five US consumers, but it punches above its weight where it counts: It鈥檚 a Gen Z go-to for alerts, Millennials for customer service, and UK consumers for fraud warnings鈥攖rusted enough to rival banks. Among US adults 35鈥�44, usage tops 36%, and 37% of all US adults say they feel most connected to online communities through WhatsApp鈥攕urpassing Facebook.

One in four Gen Z cardholders want the power to select different kinds of financing鈥攄ebit, credit, buy now, pay later鈥攆rom the same card at checkout. 35.7% of young cardholders also want increases in their credit limits. We forecast payments industry digital ad spend will rocket up 23% this year.

Gen Zers are especially vulnerable on social media, where two-thirds get one or more social media scam messages weekly. Scams on Facebook and Instagram accounted for about 84% of all social media-related fraud in the first half of 2023, per the Federal Trade Commission (FTC). The stakes: Spam filtering is a valuable resource for consumers to protect themselves from scams and fraud.

Path to discovery: Pinterest鈥檚 value as a content discovery engine and its influence on search behavior could be why Google sees it as a model worth copying, even if it doesn鈥檛 compete on the same level as Google Search. 39% of consumers use Pinterest as a search engine, per Adobe. 36% of all consumers, and 39% of Gen Zers, start searches on Pinterest rather than Google.

On today's podcast episode, we discuss what its like to grow up with artificial intelligence, where Gen Z are spending most of their media time, and how best to target these young folks with ads. "In Other News," we talk about the LGBTQ+ consumer and how represented US Hispanic consumers are in ad budgets. Tune in to the discussion with our analyst Paola Flores-Marquez.