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Baby boomers (51.9%) and Gen Xers (26.7%) primarily see such ads on linear TV. This doesn鈥檛 necessarily mean that healthcare and pharma brands are advertising less on linear TV鈥攂ut rather that younger people are noticing these ads on digital media, where they鈥檙e increasingly spending time. Weight loss drug ads are a prime example of this trend.

However, smart home device usage among those ages 50 and older (including some Gen Xers) is much lower (33%), according to AARP鈥檚 annual report. Lack of necessity was the primary reason among those who are not interested in such devices.

Comparatively, millennials' credit card balances grew by 2.4%, and Gen Xers鈥� grew by 2%. Baby boomers鈥� grew by 1.6%. Why this matters: Concerns about credit card debt are not unique to Gen Z. US credit card debt topped a record $1.17 trillion in Q3 2024.

Afterpay attracted users across all demographics: 26% were Gen Zers, 44% were millennials, 24% were Gen Xers, and 6% were boomers. The top spending categories outside of fashion and beauty were personal care, followed by household supplies. And the fastest growing category was vitamins and supplements. Cash App Card. Cash App Card transactions grew 19% YoY over the holiday period.

Larger percentages of millennials (74.1%) and Gen X (76.7%) said they increased their TikTok usage compared with Gen Z (66.4%) and baby boomers (54.8%). And less than 10% of all four generations said the change resulted in them using TikTok less. More social shoppers have purchased something because of Facebook than any other platform. Facebook Marketplace powers its huge advantage.

Millennials account for 18% and Gen Xers 14%, per 2023 American Community Survey data cited in the report. Hispanic and Black people represent 22% and 18% of the low-income population, respectively, while whites account for 50%. Economic burdens have affected this group鈥檚 spending.

And millennials, who are increasing their travel spending more than any other demographic, are wealthier than Gen Xers and Boomers were at their age鈥攚hich is also driving high-end travel. No more free upgrades: Delta is moving swiftly to capitalize on these trends.

Gen Xers know less about available financial products than millennials and boomers, and they feel unprepared for their futures. This could indicate a failure to target this demographic for products and educational resources. Plus, this generation feels the stress of being behind on their financial goals鈥攚hile also shouldering the financial burden of supporting both their parents and children.

Banks that already offer these solutions should target older millennials and Gen Xers with relevant marketing campaigns.

Shopee and Tokopedia rank as the first and second choices, respectively, for Ramadan-related online shopping in Indonesia among Gen X and millennials. Gen Z, however, prefers TikTok Shop over Tokopedia for Ramadan purchases. But its new partnership with TikTop Shop could give Tokopedia a lift.

53% of US Gen Z adults say they have, are, or will participate in an economic boycott鈥攎ore than any other generation, per a March 2025 Harris Poll.

Over half (57.8%) of US consumers prefer to use Google search over AI platforms like ChatGPT when they need a factual answer, according to a December 2024 survey from Pearl conducted by Censuswide.

81% of Gen Z and millennial consumers have switched brands in the past year, according to December 2024 data from Salesforce.

They鈥檙e already skeptical of big financial players and would rather keep their data under lock and key.

50% of Black consumers say they鈥檝e recently stopped shopping at companies with differing political views, the highest among racial demographics, generations, or political affiliations, according to a February Harris Poll cited by Axios.

When we asked US banking customers how they felt about their banks using AI to improve their banking experience, attitudes were mixed鈥攁nd often sharply divided along demographic lines.

Millennials were born between 1981 and 1996; Gen Xers between 1965 and 1980; and baby boomers between 1946 and 1964. Gen Z has diverse interests but limited digital platforms to explore them. Gen Z is in a transformative stage. Around 36% of Gen Zers are between ages 12 and 17, according to the US Census Bureau. Those 18 and older are still finding their footing in adulthood.

Gen Z will lead in social network user penetration in the UK this year鈥攐vertaking millennials and well ahead of Gen X and baby boomers. Gen Z is thus beginning to have a more meaningful impact on overall usage trends. Social Network Users by Generation/Age.