蘑菇AV

That percentage rises when it comes to Gen Z (52%) and millennials (51%), but is lower among Gen X and baby boomers (around a quarter each). 鈥淎s we know, there鈥檚 a major difference between what people say they鈥檙e going to do and what they鈥檙e actually going to do,鈥� Goldman said of those threatening to leave.

As expected, Gen Z and millennials are the biggest adopters of social commerce, with about half of each generation making purchases on social. When asked what drove them to make their most recent social media purchase, 45% of Gen Z consumers said they found products they like, underlining the power of search.

In 2023, there will be more adult Gen Zers than adolescents for the first time鈥攁bout half the size of the millennial population. This digitally native generation relies heavily on digital for their finances, and that behavior won鈥檛 change.

That rises to 66% for millennial parents (of younger children, on average). Plus, it鈥檚 a secure way to get the message to consumers, given rising fraud. 67% of consumers concerned about privacy felt direct mail was more trustworthy than other media. And since baby boomers are the cohort most concerned about their privacy, they鈥檇 most likely appreciate this aspect of mailed ads.

Though millennials feel very confident about their financial knowledge, they want to learn more from the experts. Banking customers seek out better interest rates over general satisfaction. Methodology: Insider Intelligence | eMarketer surveyed 1,488 banking consumers in the US between September 19 and October 1, 2023, to understand how consumers open new bank accounts or buy bank products/services.

Part of the problem may be its struggles to stay relevant as consumers鈥攑articularly younger, Gen Z and millennial shoppers鈥攖urn to newer marketplaces like Depop and Vestiaire Collective for their secondhand purchases.

By contrast, that figure was 66% for millennials, 43.7% for Gen Xers, and 25.7% for baby boomers. What this means for retailers: Which payment methods retailers鈥� biggest spenders鈥攁nd the shoppers of tomorrow鈥攑refer is integral to increasing sales and reducing cart abandonment.

Digital is influencing awareness and early consideration for Gen Z and millennial grocery buyers. Ecommerce growth worldwide will pick up before tapering off. More Chart of the Day:. 9/8 - Do we have your attention? 9/7 - Influential social spend. 9/6 - Retail media closes the deal. 9/5 - Beauty researchers bypass department store. 9/1 - Gen Z鈥檚 big grocery search.

Millennials and Gen Zers will make up 61.6% of total US users in 2023, per our forecast, and those users expect to be entertained on social media. Marketers can combine a B2B focus with playfulness in ads and influencer content. 鈥淥ur goal was never about being cool,鈥� wrote Tomer Cohen, chief product officer at LinkedIn, in a recent post.

This year, we expect millennials to make up the largest portion of LinkedIn鈥檚 user base (35.8%); by comparison, Gen Z takes the No. 1 spot across Snapchat, TikTok, and YouTube. According to a September 2023 Pew Research Center survey, US adults who have 鈥渉igher levels of formal education are especially likely to use LinkedIn.鈥�

But 鈥渦nreachable鈥� Gen Z and millennial audiences, migrating to streaming and other digital content, are harder than ever to connect with. Along with connected TV (CTV), in-store retail media offers a solution. In-store shopper audiences are predominantly ages 18 to 49. Linear TV鈥檚 鈥渕oney demo鈥� of 18- to 49-year-olds is easy to reach in physical stores.

This includes Gen X at 52%, Gen Z at 57%, and millennials at 63%. A lower percentage of older cohorts, like boomers and seniors (33%), felt the need for additional security measures. Of all respondents who don鈥檛 believe their banks provide enough security features, 50% said they want more visible methods, like entering a password.

Why it鈥檚 happening: Young adults who are new to the working world and managing their own finances are at particular risk. Because Gen Zers are both likely to work in the gig economy and prone to using TikTok as a search engine, they鈥檙e more susceptible than older cohorts to being exposed to鈥攁nd potentially believing鈥攅xaggerated or really bad advice.

For instance, though millennials and Gen Zers want to own a home, they鈥檙e not sure they鈥檒l ever be able to afford one. To give them hope, banks need to dig into their data and determine how they can serve each customer, creating touchpoints to offer the right piece of content at the right time.

The stat: Over two-thirds (69%) of US consumers think self-checkout systems make it easier to steal items, per an October 2023 survey by LendingTree. 15% of self-checkout users have purposely stolen an item when using the technology, though that number rises to 21% among millennials and 31% of Gen Zers. The average self-reported value of stolen goods is $60.

We expect the number of US Gen Z Pinterest users to rise by 9.7% YoY in 2024, while the number of millennial, Gen X and baby boomer users will be stagnant or fall. 鈥淭he reality is that we鈥檙e aging up,鈥� said Snap鈥檚 Harris. 鈥淭he 17-year-old who joined the platform 13 years ago is now 30 and at a different life stage.鈥�

This growth is influenced by political advertisers aiming for Gen Z and millennial voters, said Goldberg. Meta will be the biggest recipient of this spend. TikTok does not allow political ads on its platform. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

US adult Gen Zers (ages 18 to 24) are the most likely of the generations to take a break from social media, but those breaks are more likely to be shorter (less than a week) compared with those taken by millennials (ages 25 to 34) or Gen Xers (ages 35 to 54), according to a June 2023 CivicScience survey.

Gen Z pros and cons: Snapchat is a favorite for Gen Z users, with more teens and young adults spending more time on the platform. 鈥淚t鈥檚 somehow always able to squeeze daily user growth, and I think that鈥檚 a testament to its staying power among Gen Z,鈥� said Enberg. But the platform has trouble attracting older users.

Gen Z will make up 20% of the US population this year, about the same percentage as millennials, Gen X, and baby boomers, per the US Census Bureau. Marketers must recognize that what works for older demographics won鈥檛 necessarily work for the first digitally native generation.

While the unemployment rate is at a historically low 3.5%, 74% percent of Gen Z and 62% of millennials are worried about their employment, per a McKinsey survey conducted in February. The economic climate has driven 81% of low-income respondents to change their shopping behaviors.

As millennials and Gen Zers become the dominant players on B2B buying committees, the process is growing increasingly digital, meaning marketers need to prioritize online experiences like webinars, video, and ecommerce. In addition, both the average buying cycle and the purchase timeline are getting longer, so marketers need to keep buyers engaged for extended periods of time. 2.

The big takeaway: Resale is no longer seen as undesirable, but rather as a way to score unique wares and to reduce firsthand consumption, particularly among Gen Z and millennials. The growing visibility of secondhand items on prominent online platforms such as Amazon should help further grow the addressable audience for resale.

Though this pattern is being observed across all generations, millennials are the most likely to be less loyal to brands due to rising costs, whereas baby boomers are least likely to stray to cut costs. Key takeaway: It takes a lot more to keep customers loyal these days.