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Card portfolio: Gen Zers and millennials keep slimmer card portfolios, with only 49% of millennials and 29% of Gen Zers owning three or more cards, compared with 57% for boomers.

The strategy: Ski resorts rely upon wealthy Boomers frequenting their slopes. As the older generation hangs up their skis, resorts estimate that it takes two millennials to replace one boomer, per the National Ski Council Federation, because the younger generation skis less often and spends less money on the premises.

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 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.

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.

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.

BOPIS is the norm: Monthly curbside or in-store pickup is standard for 86% of Gen Z and 76% of millennials, compared with just 49% of Gen X and boomers. BNPL as a financial tool: Roughly 4 in 10 younger consumers (39% of Gen Z, 43% of millennials) use buy now, pay later to afford purchases they otherwise couldn鈥檛鈥攏early twice the rate of older generations (22%).

Scam emails primarily target Gen Xers and baby boomers: 94% of people in those generations get at least one scam email per week. Scam calls are most likely to affect baby boomers, 89% of whom get at least one scam phone call per week. This could be an especially big threat amid the rise of AI-generated voice deepfakes, which could be harder for older generations to detect.

Only 25% of baby boomers believe AI will serve them accurate information, per Five9, versus 62% of millennials and 55% of Gen Z. This generational chasm likely blocks the rapid adoption of agentic shopping tools with wealthy boomers but signals takeoff potential among young adults.

Only a quarter of worldwide baby boomers trust AI's accuracy, according to Five9. Use this chart: Retailers who have rolled out chatbots can use this chart to understand consumers' baseline for trust, and can build in more safeguards to ensure the accuracy of their AI initiatives.

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:.

But younger consumers are even more skeptical than average鈥攈alf of Gen Z and 43% of millennials hold this belief, compared with around 27% of Gen Xers and 28% of baby boomers. The marketing angle: Online-only banks must close the knowledge gaps highlighted by this finding. For example, many consumers don鈥檛 realize that online banks can be just as insured as traditional banks.

The news: Gen Z shoppers are nearly 2.5 times more likely than baby boomers to prioritize online payment speed over security, per a Mastercard survey. Key takeaways: The overwhelming majority of consumers鈥�77%鈥攕till prioritize online checkout security over speed.

In contrast, 29% of Gen X and boomers agree with Gen Z and Millennials鈥� shopping preferences. Going no contact: Human-avoidant shopping tendencies of Gen Zers and millennials include:. 15% of Gen Z and 10% of millennial consumers favor chatting with a chatbot over a human customer service representative. 86% of Gen Z and 76% of millennials place monthly in-store or curbside pickup orders.

The nationally representative sample included 125 Gen Z (ages 18鈥�28), 492 millennial (ages 29鈥�44), 571 Gen X (ages 45鈥�60), 806 baby boomer (ages 61鈥�79), and 74 Silent/Greatest generation respondents (ages 80+). Survey responses were weighted and analyzed to ensure demographic representation.

The average age of a credit union customer is 53, and baby boomers account for 39% of members鈥攗p 11 points since 2015, per PYMNTS. And a study by digital banking services provider Apiture found that 30% of Gen Zers and 21% of millennials aren鈥檛 aware of credit unions as an option to meet their banking needs.

What this means for banks: While most Gen Xers and baby boomers own their homes, with ownership rates up slightly since 2023, younger consumers are falling further behind. Most Gen Z and millennial prospective buyers view owning their first home as a key life achievement. But they鈥檙e delaying this achievement, uncertain when better conditions will occur.

While hybrid shopping (a mix of in-store and online) is the most popular approach across generations, millennials and Gen Xers are more likely to shop online, while Gen Zers and baby boomers are more likely to shop in person. Households earning $75,000 or more are nearly twice (14%) as likely to shop exclusively online than those earning less (8%).

While Boomers hold the lion鈥檚 share of wealth, a generational wealth transfer is in progress, which means younger generations鈥� opinions on how to transact will become centerpiece to these companies鈥� bottom lines. This content is part of 蘑菇AV鈥檚 subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports.

Only 3% of Gen Xers and baby boomers feel the same. Hunger drive: The speed and convenience of voice technology service may also encourage spending: 82% of 鈥渋mpulsive, on-the-go purchases鈥� are driven by hunger, per Big Village, meaning contactless, efficient voice suggestions could lead to more orders.

The problem with AI influencers: Google isn鈥檛 the first to experiment with AI influencers, though it does have the advantage of basing its AI personas off of real influencers who users are more likely to trust鈥攚hich could curb some issues others have found with the virtual influencer trend. 51% percent of Gen Z and millennials, 63% of Gen X and baby boomers, and 58% overall are unlikely to engage with content