Traditional TV in the US is dominated by the 65-and-older age group, which spends 4 hours, 58 minutes (4:58) watching linear TV per day. This is in contrast to younger age groups, such as the 25-to-34 age group, which spends only 1:12 on linear TV daily, per our forecast. Advertisers might consider combining both TV and CTV if their target audience spans a larger age range, Verna said.
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| Jul 17, 2023
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| Sep 27, 2023
Source: Insider Intelligence | eMarketer
Nearly one-quarter (22.8%) of providers ages 65 and older use physician-specific social platforms at least once a day, per M3 MI’s “Digital Insights” study, decreasing to 15.4% for ages 50 to 64. That compares with just 9.0% of doctors younger than 35 who are daily users of gated forums.
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| Feb 21, 2024
In 2019, US adults ages 18 to 24 said they’d used cash for 33% of their payments each month—tied with consumers ages 65 and older for the strongest cash use. For Gen Z, that figure plummeted to 13% by 2022, among the lowest of any age group.
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| Mar 25, 2024
A key reason for this trend toward traditional: The population skews older in Germany, with 22.0% ages 65 and above, per GlobalData. The gap between traditional and digital media time is narrowing rapidly, though. The gap was 128 minutes pre-pandemic, or 2 hours and 8 minutes (2:08). By 2025, that delta will be down to just 12 minutes.
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| Jun 26, 2023
In 2020, when the first stay-at-home orders were enforced in the UK, digital viewer numbers in the 65-and-older age group jumped by 18.7%. That rate slowed in 2021, but even then, it was higher than for any other age group. This will continue to be the case throughout our forecast. It’s likely these older viewers are boosting SVOD growth.
Article
| Mar 31, 2022
TikTok use is being driven by younger adults: Almost half of the app's US users will be between 18 and 34 this year, a figure that decreases as the user segment gets younger and older. For instance, just 1.8% of TikTok's users will be 65 and older in 2022.
Article
| May 23, 2022
Since it’s already so well penetrated among its core Gen Z audience, further growth will come mostly from older generations. In 2022, the 65 and older age group will register the highest growth rate, at 3.5%, followed by 45- to 54-year-olds, at 2.3%, and 25- to 34-year-olds, at 2.0%. Twitter Is Losing Users. Twitter’s user base will decline in 2022, despite efforts to attract new users.
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| Jan 18, 2022
US adults ages 45 and older are no longer fleeing TV as quickly as they once were. There are indications that those ages 65 and older are shedding TV time only very slowly now, and the 45 to 64 cohort is doing so only marginally. A huge swath of the adult population has already cut the cord, but time spent declines will be slow among those who remain.
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| Mar 21, 2024
More than one-third of those ages 2 to 17 said they use TikTok (parents responded on behalf of those 11 and younger), according to MTM Junior and NLogic polling from March 2023. That’s well ahead of Snapchat, Instagram, and Facebook. Penetration rates for TikTok decline sharply with age.
Report
| Sep 18, 2023
In 2020, when the first stay-at-home orders were enforced in the UK, digital viewer numbers in the 65-and-older age group jumped by 18.7%. That rate slowed in 2021, but even then, it was higher than for any other age group. This will continue to be the case throughout our forecast. It’s likely that these older viewers are boosting SVOD growth.
Report
| Mar 29, 2022
Every day, those ages 65 and older spend 2 minutes or less each on Instagram, TikTok, and Snapchat. They spend the most time on Facebook—14 minutes a day. Almost all (91.0%) of baby boomer social network users will be on Facebook this year. Compare that with 86.4% of millennials. They’re not fond of TikTok.
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| Jul 26, 2023
By 2025, US adults ages 55 to 64 will average 3:47 per day watching linear TV, and those 65 and older will watch for 4:32 per day. We don’t currently break out CTV time spent by age, but with the time decrease for linear TV, it’s likely that older viewers are shifting to streaming and social video. The healthcare and pharma industry spends more on search than on display ads.
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| Sep 29, 2023
Age demographics are changing. The rising number of gamers ages 65 and older presents a new avenue through which to reach older consumers. Sources. Adobe. Bain & Company. Morning Consult. The NPD Group.
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| Apr 21, 2023
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| Jun 21, 2023
Source: Insider Intelligence | eMarketer
Cashierless technology appeals across generations. Almost a third of UK adults are already using cashierless technology, per our survey with Toluna. Adoption is highest among consumers ages 35 to 54, but younger and older generations are also interested in the tech. But “just walk out” stores aren’t frictionless yet.
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| Jun 15, 2023
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| Apr 30, 2022
Source: eMarketer
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| Nov 16, 2021
Source: eMarketer
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| Dec 31, 2022
Source: eMarketer
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| Feb 1, 2022
Source: eMarketer
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| Feb 1, 2022
Source: eMarketer
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| Nov 22, 2022
Source: eMarketer
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| Apr 1, 2022
Source: eMarketer
The demographics: Contactless payments’ appeal transcends age. Ninety-two percent of consumers ages 25–34 made contactless payments at least once a month in 2021—but so did 78% of adults 65 and older, per a 2022 UK Finance report. But mobile wallets are catching on with younger consumers.
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| Feb 17, 2023
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| May 16, 2023
Source: The Harris Poll; American Academy of Physician Associates (AAPA)