蘑菇AV

It leads most proportional lists of digital media habits, even though in absolute terms it still lags behind millennials. Gen Z lags in terms of total digital users. In all of the digital categories we track, millennials outnumber Gen Zers. And Gen Xers outnumber Gen Zers in terms of internet users, smartphone users, and digital buyers. But proportionally, Gen Z rises to the top.

Television has long been the optimal media channel for informing consumers about a prescription drug or a healthcare product or service. That remains true today, even though consumers鈥� media consumption habits are progressively shifting toward digital channels. Here are five charts that will help healthcare and pharmaceutical brands reach more patients through advertisements.

Millennials and Gen Zers are acclimated to affiliate marketing content and advertising, and they are (relatively) trusting of it. Affiliate marketers must take generational differences in media consumption seriously. With creators and platforms freshly focused on affiliate marketing, advertisers and publishers must make sure that their partnership and distribution strategies are future-proof.

The trend: Digital media channels are becoming a primary source of medical information and guidance for consumers, according to 蘑菇AV鈥檚 December 2024 US Digital Health Survey. Editor鈥檚 note: This article pulls in information from our recently published report, The 2025 Healthcare Consumer, which can be read here.

Millennials and Gen X are gobbling up tons of TikTok videos, too. TikTok users ages 25 to 54鈥攍argely the millennial and Gen X generations鈥攚ill spend over 45 minutes per day on the app, well above time spent by 25- to 54-year-old users of other social platforms. This is important for three reasons:. Millennials and Gen X are a sweet spot for advertisers.

Chiefly, younger consumers regularly come across healthcare ads on the digital channels where they spend time: millennials on social media platforms (22.0%) and search engines (20.5%) and Gen Zers on social media platforms (24.7%). However, in last year鈥檚 survey, linear TV topped the list for each generation.

While we expect the number of Gen Z digital video viewers to stabilize, their media consumption is more intertwined with their social media use than is their predecessors鈥�.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

Gen Zers are more likely than millennials to be digital gamers. Although the 48.5 million US Gen Z digital gamers we project for 2023 will outnumber millennial gamers by less than 1 million, they鈥檙e expected to reach 51.8 million by 2027鈥攚hile millennials will see a slight decline. In terms of penetration, Gen Z will breach 70% this year, versus 尘颈濒濒别苍苍颈补濒蝉鈥� 64.5%.

Young adults ages 18 to 34 comprise 56% of the show's audience. Political diversity is evident among listeners, with 35% identify as independents, 32% as Republicans, and 27% as Democrats. However, 54% of weekly JRE listeners leaned toward Donald Trump in the 2024 US presidential election in a late October poll; just 26% favored Kamala Harris. (Rogan endorsed Trump on the eve of the election.).

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.

The rise of in-store retail media will prove that the physical store is the next major media channel for brands.

Marketing to Gen Z requires a different approach than marketing to millennials. Abercrombie & Fitch learned this the hard way as its millennial playbook became outdated for younger shoppers, earning it the title of 鈥渕ost hated retail brand鈥� in the US in 2016 by the American Customer Satisfaction Index.

The US LGBTQ+ community is young, diverse, and growing. In four charts, we explain the demographic makeup, buying preferences, and media usage of this rising community.

Digital media channels are becoming a primary source of medical information and guidance for patient decision-making. Although consumers often don鈥檛 have autonomy over their medications, treatments, and medical care, they are using the internet and social media to research healthcare products and services, compare prices and reviews, and make purchases.