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Baby boomers are banks鈥� most loyal customers. Baby boomers, currently ages 60 to 78, are seeking stability and dependability in their financial lives. They tend to be conservative, stick with what they know, and value human-led support from their financial providers. Baby boomers are immune to advertising. Banking ads don鈥檛 move the needle on 产辞辞尘别谤蝉鈥� decision to open a new account.

Gen X and baby boomers: Though each generation has their own struggles, they overlap on needing to save for retirement after financially supporting their parents and/or children.

Boomers have the highest rate of PC/laptop gaming among all generations, likely due to a combination of comfort with the technology as well as the lowest smartphone user base. Boomer gamers are the only group in which females outnumber males. Among boomer gamers, 50% of females play video games at least 1 hour a week compared with 44% of males, according to the Entertainment Software Association.

Baby boomers prefer weather apps the most, followed by social media and messaging and email apps. Across generations, most people download between 10 and 20 apps. Weak sauce: Food and cooking apps are among the least popular apps for all generations. Only 21% of Gen Zers, 19% of millennials, 15% of Gen Xers, and 13% of baby boomers download those apps. Other least favorites:.

Baby boomers are the most likely to desire informative video ads that feature real customers, while Gen Zers are fond of interactivity. Eighty-four percent of boomers say the top quality of a good brand video is that it is informative versus 56% of Gen Zers, according to Emplifi.

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.

For boomers, it鈥檚 an easy way to access older or obscure content without having to learn a new platform like Spotify. Among boomers who use social networks, 90.3% are on Facebook. The platform continues to beat other social media apps by double digits. It is one of 产辞辞尘别谤蝉鈥� top three preferred apps alongside Google and YouTube, according to Forbes Advisor. Keep an eye on 产辞辞尘别谤蝉鈥� TikTok engagement.

Key stat: The younger the consumer, the more likely they are to accept cookies if asked. More than half (57.6%) of US Gen Z consumers say they 鈥渙ften鈥� or 鈥渁lways鈥� accept cookie notifications, compared with 53.4% of millennials, 46.8% of gen X, and 36.0% of boomers, per a July 2024 蘑菇AV survey.

The Silent Generation (90%) and boomers (83%) are much more willing than millennials (50%) or Gen Zers (42%) to share health data with a physician. What it means for marketers: Establishing trust with Gen Zers and millennials is crucial to building long-lasting relationships with patients and their families.

Gen Z shoppers are 10x more likely (20%) than baby boomers (2%) to frequently use AI to discover new products. 20% of shoppers have used AI for customer service, and 18% for purchases at least occasionally. What it means: AI is becoming part of the shopping journey鈥攅specially for younger generations.

Gen Xers (72%) and boomers (70%) mostly use Facebook to follow/engage with health influencers. Why it matters: Consumers aren鈥檛 just following health influencers for entertainment purposes. Many people bring up social media-acquired health information to their doctors. And lots of younger folks act on the advice they鈥檙e getting on social platforms.

Lingering doubts: Although younger and older generations align on AI scam factor, they diverge on how interesting or novel it is for a brand to use the tech. 27% of Gen Zers said brands are 鈥渃ool鈥� for using AI content in their ads, but only 8% of baby boomers felt the same. Baby boomers were just slightly more impressed by AI鈥檚 novelty: 29% called it futuristic, versus 25% of Gen Zers.

Baby boomers (69%) and Gen X (56%) spend most of their gaming time on casual or mobile games. Millennials also prefer that format but play sports games more than any other generation. Platforms have an impact: 39% of respondents said their purchase decisions are at least 鈥渟omewhat influenced by advertising seen in video games or by video game-related brand promotions.鈥�.

As they near or enter retirement, 37% of baby boomers say they regret not saving enough to enjoy their next phase of life, per Bankrate. So they鈥檙e trying to save on overdrive to catch up. Next steps: To meet rising consumer expectations and enhance financial wellness offerings, banks should:.

Marketers should pay particular attention to the 51.1% of baby boomers who don鈥檛 take any action, as this generation is the most likely to have health issues requiring medications, treatments, and frequent interactions with medical professionals. Most consumers support barring pharmaceutical advertising on TV. A ban on D2C pharmaceutical ads could become a reality during President Trump鈥檚 second term.

The trend: Nursing shortages are expected to continue as baby boomers age and job dissatisfaction remains high. Hospitals and public health groups jumpstarted nurse recruiting, which improved well-being and appreciation for nurses during the crisis years of the COVID-19 pandemic. Now, healthcare tech and staffing companies are stepping up efforts.

While boomers show the lowest adoption rates of any generation, they stand to benefit most from wearables' health-monitoring capabilities鈥攁s demonstrated by Apple's FDA-approved conversion of AirPods Pro 2 into hearing aids.

And this share worsens for certain generations: millennials (34%) and Gen X (31%) are most likely to lack emergency savings, while baby boomers (16%) are least likely. Inflation is the top reason consumers blame for their lack of savings, with 73% of US consumers saying it鈥檚 preventing them from saving as much as they should.

Walmart is the preferred grocery store for Gen Zers (63.2%), millennials (62.8%), Gen Xers (64.0%), and boomers (63.3%), per YouGov. Target ranks second by over 20 points, with 42.5% of consumers saying they would consider Target for their next grocery shopping trip. Key stat: Secondhand ecommerce could see a big bump from tariffs.

The response is sharpest among Gen Z鈥�40% say they鈥檝e walked away from brands over DEI rollbacks, twice the rate of millennials and over four times that of boomers. Our take: By caving to pressure and scaling back DEI, Target not only alienated customers but also came across as inauthentic鈥攃ompounding its challenges.

Baby boomers nearing retirement have noticed their investment accounts aren鈥檛 where they need to be. Young professionals with student loans are worried about job stability and how they鈥檒l make payments if they get laid off. Small-business owners facing higher costs due to tariffs are struggling with cash flow, which will make it harder to keep operations running smoothly.

However, Gen Z is rapidly closing the gap, while boomers represent an undertapped opportunity, particularly for health-focused features. Maturing market: 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.