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Gen Zers and millennials are becoming B2B buyers. These generations are getting older and taking on more decision-making in the B2B buying process. People ages 25 to 34 make up nearly a quarter of US TikTok users in 2024, a higher share than any other age range.

For example, if your audience consists of millennials who live in big cities and want a new car, consider targeting single millennials between 28 and 35 years old who live in the 20 largest metro areas, bought a sedan in the last five years, and are now looking for an SUV. The pool of potential consumers may shrink, but your ad should resonate with more of them.

Gen Z鈥檚 media consumption, digital behavior, and attitude toward ads is a reflection of their upbringing in the app age. That鈥檚 why advertising to Gen Zers requires a unique approach鈥攐ne that prioritizes privacy, encompasses multiple channels and screens, and leverages new formats. Here are five key stats advertisers should know about targeting Gen Z.

Twenty-nine percent of Gen Zers and 32% of millennials believe their financial situation could lead to homelessness鈥攖hree times more than older respondents, per a February 2024 Opinium Research survey commissioned by Acorns. Instead of traditional loans, they鈥檙e taking what they think is the faster, easier route: BNPL. Consumers under the age of 35 comprise 48% of BNPL users, per our forecast.

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.

Crypto owners鈥攍ed by millennials and Gen Zers鈥攕till need to convert their assets into currency. And merchants are happy to oblige: In May 2022, Gucci began accepting crypto in the US. These factors explain why average monthly crypto transactions processed by BitPay rose from 58,000 in 2021 to 67,000 in 2022, even though crypto asset prices dove.

Instagram has had a larger monthly millennial audience than linear TV since 2021. Last year, there were roughly 5 million more Gen Z Instagram users than Gen Z linear TV viewers. The uptick in Instagram user growth among this age cohort has largely been driven by Reels. Among Gen X, the gap between the number of YouTube and linear TV viewers is starting to close.

On today's episode, we discuss why Snap's growth continues to stall, what to make of their TikTok-esque short form video feed Spotlight, and what to expect from the company in the second half. "In Other News," we check in on Pinterest and discuss the most interesting trends in social media usage by generation. Tune in to the discussion with our analyst Jasmine Enberg.

Young adult viewership is expected to decline the fastest, with an estimated 4.1% drop for viewers ages 18 to 24 and a 2.1% decrease for those ages 25 to 34 in the US due to account sharing, which is particularly common among these demographics.

Among millennials and younger Gen Xers, growth is slower. Strong majorities of 25- to 34-year-olds (88.1%) and 35- to 44-year-olds (82.9%) listened to digital audio in H1 2022, but adoption is proceeding more slowly. Older Gen Xers are getting hip to it.

And the sports leagues right now are motivated by their media rights deals, which have become this incredibly pivotal piece of not just sports leagues, but also the cable bundle and general media consumption habits.

And by generation you've got millennials and Gen Z folks doing it more so. However, Rajiv, I want to come to you for this for a second, because I also read this as half do, I also read this as half don't. So half of Americans don't compare prices for medication and insurance plans.

But what was really interesting to me, and I think hasn't really come across is that the Millennial and Gen X generations are also gobbling up tons of TikTok videos.

Young adult viewership, Paul, was expected to fall the fastest. That's one of the reasons for this dip. An estimated 4% drop according to our forecast team, 4% drop in US viewers 18 to 24, and a 2% percentage drop for those 25 to 34 due to account sharing common across those demographics. Paul Verna:. All the more reason to figure out that college thing. Marcus:. Absolutely, yep.

Mobile media consumption exceeded time spent with PC/laptop/tablet for the first time this year. Near-ubiquitous use of social media, messaging apps, and video on smartphones has tipped the scale in favor of mobile. The US remains at the top of the list of countries polled for broadcast TV viewership.

Digital ad spending by healthcare and pharmaceutical companies went through its own upheaval during the pandemic. Now the industry is settling into a new normal for growth in some channels as consumer media habits have changed.

We're talking about how hotels can capture the hearts of Millennial and Gen Z Travelers. It's an article from LG Business Solutions in a piece written for travel news site Skift. According to Skift research, most Millennial and Gen Z travelers plan to increase their travel spending in the next year. Over 75% will take two or more trips in that timeframe.

Close to half (47%) of millennial consumers want brands to support environmental goals, according to Morning Consult. With clients looking for ways to cut emissions, agencies and media will frame carbon efficiency as a selling point鈥攁s are Kroger鈥檚 media network and Sharethrough鈥檚 GreenPMPs. Sharethrough reports carbon efficient ad-buying may cost more upfront but performs better.

I was going to say though, isn't YOLO a millennial term? Sara Lebow:. Oh yeah, but I'm a millennial, so-. Jasmine Enberg:. Same. Sara Lebow:. It's fine. Sky says that sometimes. And so that's what I was thinking is she's like, "They're feeling YOLO." Okay. Continuing on, what is an interesting side conversation that you've had at Shoptalks? Jasmine, you take this one first. Jasmine Enberg:. Sure.

Note: It wasn鈥檛 until 2020 that Gen Z overtook millennials as Snapchat鈥檚 core audience, per our forecast. That鈥檚 because in 2011, when Snapchat launched, the oldest members of Gen Z were just 14 years old. The youngest members weren鈥檛 even born yet. TikTok will surpass 100 million monthly users in 2023.

However, TV remains the No. 1 single source for media consumption (not including total digital or mobile): 2:59 per day will be spent watching TV in 2022. Its lead comes from staple primetime programming鈥攅specially in Quebec where TV viewership is heaviest鈥攁nd appointment viewing of news and live sports.

Older millennials ages 35 to 44 are big users of paid streaming services. This makes sense, given their greater preference for cutting the cord in favor of streaming video content whenever鈥攁nd wherever鈥攖hey want. Less than a quarter of mobile video viewers ages 18 to 24 had paid for a subscription video service.