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Gen Zers are more likely than millennials to be digital gamers. Although the 48.5 million US Gen Z digital gamers we project for 2023 will outnumber millennial gamers by less than 1 million, they鈥檙e expected to reach 51.8 million by 2027鈥攚hile millennials will see a slight decline. In terms of penetration, Gen Z will breach 70% this year, versus 尘颈濒濒别苍苍颈补濒蝉鈥� 64.5%.

The rise of in-store retail media will prove that the physical store is the next major media channel for brands.

Marketing to Gen Z requires a different approach than marketing to millennials. Abercrombie & Fitch learned this the hard way as its millennial playbook became outdated for younger shoppers, earning it the title of 鈥渕ost hated retail brand鈥� in the US in 2016 by the American Customer Satisfaction Index.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.

The US LGBTQ+ community is young, diverse, and growing. In four charts, we explain the demographic makeup, buying preferences, and media usage of this rising community.

Digital media channels are becoming a primary source of medical information and guidance for patient decision-making. Although consumers often don鈥檛 have autonomy over their medications, treatments, and medical care, they are using the internet and social media to research healthcare products and services, compare prices and reviews, and make purchases.

Young adults ages 18 to 34 comprise 56% of the show's audience. Political diversity is evident among listeners, with 35% identify as independents, 32% as Republicans, and 27% as Democrats. However, 54% of weekly JRE listeners leaned toward Donald Trump in the 2024 US presidential election in a late October poll; just 26% favored Kamala Harris. (Rogan endorsed Trump on the eve of the election.).

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.

These new minutes are likely coming from time previously spent on traditional media, rather than from consumers carving out any new time for media consumption. Click here to view our full forecast for US average time spent per day with digital media. Adults have doubled their time spent with digital media over the past 10 years, but that kind of growth won鈥檛 happen again.

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.

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.

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.

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.

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.

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.

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.

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.