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By the numbers: Gen Zers are the least financially confident generation, which is reflected in their banking choices. 57% of Gen Zers believe a savings account is the best way to invest their money.

Many Gen Zers are cautious about credit card use: 30% reported having credit card debt, per a February 2023 Morning Consult survey. Cash-back rewards and credit-building tools鈥攚ithout fees鈥攕hould appeal to this demographic, as will financial educational tools. Credit invisibles will boost account openings. Chase and other issuers can capitalize on this large, relatively untapped group.

Our take: While Pinterest鈥檚 strength with Gen Z is a big plus, its real superpower lies in strategic partnerships. The platform鈥檚 latest results demonstrate its strong market position and ability to drive growth despite challenges.

Vitamins are the most popular supplement across generations, although more baby boomers (56%) than Gen Z (48%) use them, according to a recent YouGuv report. Other supplement usage varies by age group. Minerals like calcium and magnesium are favored by 34% of baby boomers, while 24% of Gen Z take proteins and amino acids.

Samba TV鈥檚 data affirms insurers鈥� TV ads are more likely to reach older consumers than Gen Zers. By comparison, Gen Zers tend to spend about three hours per day on social media alone, while baby boomers typically spend one hour or less doing the same, per McKinsey. Interested in seeing more finserv advertising benchmarks?

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

Brands鈥� customer experience is declining: Consumers are frustrated over shrinkflation and AI customer service, forcing retailers to do more to demonstrate their value to cautious shoppers.

Gen Z鈥檚 media consumption, digital behavior, and attitude toward ads is a reflection of their upbringing in the app age. That鈥檚 why advertising to Gen Zers requires a unique approach鈥攐ne that prioritizes privacy, encompasses multiple channels and screens, and leverages new formats. Here are five key stats advertisers should know about targeting Gen Z.

As Gen Zers enter adulthood and increase their spending power, brands new and old are fighting for a larger share of their dollars. Here are three battles being waged for Gen Z consumers and how wellness, social media, and low prices are giving newcomer brands an edge.

The news: TikTok is rolling out an image search feature for TikTok Shop, per TechCrunch, in a play to capture more of Google鈥檚 search market share. TikTok users in the US and Southeast Asia can take photos of items and upload them to be shown similar products on TikTok Shop. Alternatively, users can input saved photos on their devices into the search function to receive similar results.

TikTok鈥檚 rapid ascent in social commerce is drawing comparisons to Amazon鈥檚 flywheel strategy. The platform is taking multiple steps to achieve its goal of quadrupling its global ecommerce business to a potential $20 billion in annual merchandise sales through TikTok Shop. Here鈥檚 what鈥檚 working, what isn鈥檛, and what has yet to be seen.

Instead, they will shift focus to what Amazon can鈥檛 offer: multichannel convenience and making shopping fun. Some of the tactics they鈥檒l use are:. Use social and influencer content to highlight the in-store shopping experience. Leverage experiential retail to make shopping fun for Gen Z. Refocus their efforts on in-store click and collect.

Gen Z will represent 20% of the US population in 2023, and nearly 40 million of these Gen Zers are adults. This is the data you need to understand how to reach them鈥攁nd tap their growing buying power.

Nearly as many (52.5%) Gen Z consumers used TikTok for shopping/product discovery in the last month, while 29.1% call it a 鈥済o-to鈥� for discovery, according to our July 2023 survey. (This survey didn鈥檛 include teens under the age of 15, but it鈥檚 safe to say that Gen Alpha will continue Gen Z鈥檚 use of TikTok for discovery.).

Gen Z spends the most time on social media. Gen Zers ages 18 to 24 spend more time on Instagram, TikTok, and Snapchat than any other age group, according to our forecast. These platforms become community spaces where they interact beyond simple messaging: They share memes and new interests, video chat, and collaborate on content.

Scoring with Gen Z: Nike remained teens鈥� No. 1 brand for both apparel and footwear, according to Piper Sandler鈥檚 latest Taking Stock With Teens survey. The brand was also cited as teens鈥� second favorite ecommerce site.

The retailer鈥檚 鈥渢reasure hunt鈥� shopping experience is winning it more Gen Z and millennial consumers, as well as encouraging more frequent visits and impulse purchases from shoppers excited by the opportunity to find significant savings on name-brand goods.

Clothing is the top category across age and gender. According to the December 2023 Insider Intelligence Ecommerce Survey (conducted by Bizrate Insights), more than half of respondents in each group reported buying clothing online at least once in the past month