Digitally native Gen Zers engage with healthcare in different ways from other cohorts—e.g., they’re likely to turn to online channels for health information before going to a doctor. Providers and marketers must quickly adapt if they want to form lasting relationships with this age group.
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| Aug 3, 2023
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| Sep 27, 2023
Source: Insider Intelligence | eMarketer
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| Sep 27, 2023
Source: Insider Intelligence | eMarketer
There's some civic science data a while back, last summer, that demonstrated that adult Gen Z'ers, 18 to 24, are the most likely of any generation to take a break from social media, but their breaks are really short compared to everyone else's.
Audio
| Mar 18, 2024
Key stat: Gen Z adults between 18 to 24 are 3.2 times as likely to make a purchase on TikTok Shop than the general adult population, said the report. What this means: While not surprising, it validates what we’ve been saying: Brands need to be on TikTok to reach Gen Z. It’s not the only way to reach younger consumers.
Article
| Apr 11, 2024
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| Sep 25, 2023
Source: CivicScience
But only 36% of US Instagram users ages 18 to 24 watched Reels as of last November, according to Cowen. Even if Instagram gets more of its younger users to watch short videos, it faces the huge challenge of time spent.
Report
| Apr 28, 2023
Nearly 20% of viewers ages 18 to 24 said they preferred to watch foreign-language content in the original language, without subtitles. That figure decreased as age increased for the most part, indicative of younger generations being more bilingual, or multilingual, than older ones. Free ad-supported video content overtakes TV.
Report
| Apr 20, 2023
McKinsey warns that banks have just 18 to 24 months to revamp their post-recovery business models so they don’t lag in shareholder returns. Partnerships or mergers may offer less costly alternatives.
Article
| Dec 7, 2021
Investing in the metaverse is a play for future generations of consumers. More than two-thirds of Roblox’s users are under 16, while Fortnite players are more concentrated in the 18 to 24 age group. These platforms are primarily used for gaming, entertainment, and socializing, and their users are not necessarily looking to go shopping in the metaverse.
Article
| Jan 27, 2022
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
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| Sep 14, 2023
Source: EY
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| Sep 14, 2023
Source: EY
Among US adults ages 18 to 24, 58.0% will be social buyers in 2023—making at least one purchase via a social channel, per our forecast. Gen Zers frequently use influencer and user-generated content to discover products, but search ads will be another opportunity to reach them. Introduce a brand via authentic, helpful content.
Report
| Jun 14, 2023
It has several sales, including an Apple-specific event launching on December 14, a separate aptly named “Last-Minute Sales Event” running from December 18-24, and Best Buy Drops—its app-only experience that enables shoppers to access limited-time deals and exclusive product releases—running through December 22.
Article
| Dec 13, 2023
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| Jan 1, 2023
Source: Insider Intelligence | eMarketer
Younger age groups are fleeing faster than expected. Facebook losing users under 25 isn’t new, but the exodus will be especially sharp in the 18-to-24 age group, where 1.6 million users will drop off in 2022, compared with 1.0 million in 2021. By 2023, only 15% of Facebook users will be under 25. Young people may still create an account on Facebook but won’t be very active.
Report
| Jun 16, 2022
TikTok is the fastest-growing social platform amid slow overall social network user gains in the UK. Facebook remains the dominant force, but as its user base ages, its grip will begin to slip.
Report
| Jan 18, 2022
GenAI use will increase across generations but will continue to skew young. The core age cohorts for AI use are 18 to 24 and 25 to 34. Both will hit around 54% penetration in 2025 (from a current 35.7% and 35.4% penetration, respectively). To see the full forecast, click here. Men outnumber women in using genAI.
Report
| Jul 20, 2023
Further down the age groups, where there’s some financial frugality, growth in digital video viewers was more muted—in fact, we have seen slight declines in numbers for the past three years in the 18-to-24 age group. During the height of the pandemic, consumers in the lower-income brackets were signing up to subscription services.
Report
| Mar 29, 2022
Owning it: Which age group has the highest penetration of cryptocurrency ownership in the US? A) 18–24. B) 25–34. C) 35–44. D) 45–54. E) 55–64. F) 65+. The highest penetration of cryptocurrency owners in the US is between the ages of 35 and 44, according to our forecast, at 19.1%. Those ages 25 to 34 come in a close second at 18.3%. May 17, 2023.
Article
| Apr 15, 2024
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| Aug 15, 2023
Source: CivicScience
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| Aug 15, 2023
Source: CivicScience
Younger consumers in the UK continue to drive the digital conversation, but older age groups did some catching up during the pandemic. And these older consumers are attractive to marketers and brands by dint of their disposable income.
Report
| Feb 24, 2022
Gen Zers ages 18 to 24 stop paying attention to smartphone ads after just 1.3 seconds—less time than any other age group, according to a global study by Yahoo and OMD from April 2022. So, whenever and wherever you find them, you need to hook them. Gen Zers are maturing, which means more have their own money to spend.
Report
| Mar 29, 2023