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Actually, a lot of Gen Z and millennials are interested in test-driving before committing. So this actually could be a way that financial institutions could build a relationship, is putting their apps out there in a test capacity and making a demo or a video available before some other influencers are able to paint that picture for Gen Z and millennials. Rob Rubin:.

So, 33% of these pet owners are millennials, that's the biggest cohort followed by Gen X then boomers. During the pandemic pet product sales rapidly moved online for good reason. Right now, about 38% of pet product retail sales are online according to our forecasts. But by the end of 2027, we expect that more than half of pet product sales will take place online.

Of all the kids on the internet, half of them are playing a digital game, and so I think it's really interesting because Gen Z is currently the leading generation, right, even compared to millennials, which are so much bigger than them. Gen Z is like, it's one of the few areas where Gen Z has a higher level of penetration and size.

So I was wondering whether to put this story in, because my thought was, well, audiobooks, is that a big enough medium or media channel for us to really talk about? So I looked at some PEW research numbers.