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are comfortable with their current level of emergency savings versus 40% of millennials, 31% of Gen Xers, and 52% of boomers.

Almost a quarter (24.5%) of Gen Xers are on TikTok. They have roughly half the penetration of millennials (48.6%) and are still well below Gen Zers (69.8%). By 2029, we expect Gen X TikTok penetration to increase 4 percentage points, while usage among other generations remains roughly stagnant. Instagram is winning over Gen Z with Reels, DMs, and search.

Gen X and baby boomers spend a significant amount of time consuming media: On the average weekday, the majority of Gen X and boomers (53% each) spend 1-5 hours with media, per YouGov. These consumers tend to be highly brand-loyal compared with younger generations, as Gen Z and millennials are the generations least likely to remain loyal to brands, per Salesforce.

Generational differences: Gen X leads in AI shopping assistant use, but Gen Z is more willing to trust AI agents to make purchases. 72% of Gen Xers have used an AI shopping assistant, with most deploying AI on Amazon, while Gen Z and millennials prefer ChatGPT.

The findings: Over half of Gen Zers (54%) and millennials (56%) planned to take a summer vacation, while under half of Gen Xers and baby boomers (47% and 37%, respectively) said the same. And they aren鈥檛 traveling on a tight budget:. Around 45% of Gen Z and millennial travelers expected to spend $5,000 or more, versus only a third of Gen Xers and 23% of boomers.

Millennials are the most likely to find them extremely intrusive (19%), while Gen Xers are the most likely to say they鈥檙e completely unobtrusive (33.5%). Still, 52.9% of consumers who鈥檝e made a purchase through a QR code are millennials compared with just 31.9% of Gen Xers. Millennials and men show the highest trust in affiliate ads.

A recent survey revealed that Gen Xers feel the most financially insecure and need specific banking services before the incoming administration takes office.

Gen Z parents are more likely than millennials or Gen X to shop exclusively in-store, per PwC. 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.

Emphasize practicality with Gen X. Gen X mobile gamers play when the opportunity arises, such as being in a waiting room or commuting. Lean into their penchant for efficiency by making sure your ads are simple, fast, and to the point. Prioritize puzzle and logic mobile app games if your target customer group is Gen X or boomers. Interactive ads, particularly play ads, are a good fit for this group.

Notably, 67% of Gen Z, 67% of millennials, 63% of Gen X, and 60% of Baby Boomers hold this preference. Can pause ads curb CTV concerns? Pause ads are an emerging focus for CTV advertisers thanks to their high engagement鈥�51% of viewers take action after viewing a pause ad, per the Video Advertising Bureau. Advertisers are turning to the format to address some notable issues with CTV advertising:.

But Pandora鈥檚 free service ranks above Spotify鈥檚 among Gen X listeners, according to CivicScience. Thirty-five percent of Gen X users ages 45 to 54 listen to the free version of Pandora, making it the leading ad-supported digital audio platform for younger Gen Xers. This is likely because this cohort generally doesn鈥檛 change their digital habits without a reason, and Pandora works well for them.

Key stat: 27% of Gen Z adults and 26% of Millennials say skincare and beauty products are a necessity, much higher than Gen X (18%) and Baby boomers (22%), according to an April Credit Karma survey. Beyond the chart:. Tariffs are driving US adults to cut back on nonessentials (45%), according to a July Numerator survey.

Older generations felt more wary about the technology: Only 59% and 43% of Gen Xers and boomers, respectively, said the same. But across all generations, 84% said genAI鈥檚 ability to personalize their customer service experiences based on their preferences and past behavior was very or somewhat important.

OIder generations watch far less often: 24% of Gen X watches daily (4%) or weekly (20%), and only 1% of Baby Boomers watch daily. Overall, 31% of consumers worldwide and 1 in 3 US viewers watch anime weekly. Netflix leads as the go-to source for anime worldwide, with 48% of viewers using Netflix for anime programming.

Inflation is the top economic concern for US Gen Zers (26%), US millennials (31%) and US Gen Xers (36%), according to ThinkNow Research. Use this chart: Marketers can use this chart to inform messaging tailoring around value-driven products, flexible pricing, and wellness. Related 蘑菇AV reports:. US Banking Consumer Habits by Generation 2024 (蘑菇AV subscription required).

Restaurants can capitalize on younger consumers鈥� dining resiliency to drive sales as Gen Xers and boomers elect to cook at home. Our take: In a highly competitive environment for POS providers, extra tie-ups can help Toast stand out in the crowded field.

Generational representation included Gen Z (ages 18 to 27), millennials (28 to 43), Gen X (44 to 59), and baby boomers (60+). Data was analyzed to ensure consistency across demographic groups.

Age groups included Gen Z (18鈥�28), millennials (29鈥�44), Gen X (45鈥�60), and baby boomers (61鈥�79). Business leaders surveyed hold senior leadership roles at director level or above, work full time at companies with 500 or more employees, and are familiar with their company鈥檚 customer experience, marketing technology, or customer data strategies.

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%).

Trust endures but is generational: Nearly 60% of Millennials and Gen X still prefer Google Search for factual answers, compared with just 53.3% of Gen Z, per Pearl data. Our take: The decision gives Google breathing room, preserving its core business while trimming exclusivity that kept rivals sidelined.

Credit unions are in dire need of attracting younger consumers, as their current customer base is dramatically weighted toward Gen Xers and baby boomers, per McKinsey. Young, digital-native customers won't sign on without excellent digital experiences.