The “TikTok generation” transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.
Report
| Feb 27, 2023
The store is no longer the only place where consumers can discover and shop for consumer packaged goods (CPG) products. Younger generations are finding products via search and social media, while Amazon Prime Day offers shoppers the opportunity to stock up on essentials for less.
Article
| Oct 2, 2023
YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).
Article
| Sep 26, 2023
Chart
| Oct 26, 2023
Source: The Commonwealth Fund
Chart
| Oct 26, 2023
Source: The Commonwealth Fund
Just over 80% of US Gen Zers ages 15 to 26 use YouTube monthly, and almost the same percentage use Instagram or TikTok, per our July 2023 survey. More than half still visit Facebook. And though BeReal was the trendy app last year, only 15.1% of Gen Z respondents use it.
Article
| Sep 28, 2023
Chart
| Oct 24, 2023
Source: ESW
TikTok, Instagram, and Snapchat are where Gen Zers spend most of their daily time. Across the US population ages 18 to 24, time spent on TikTok will average 58 minutes per day in 2023, compared with 38 minutes for Instagram and 30 minutes for Snapchat.
Article
| Sep 25, 2023
And 44.6% of 18- to 24-year-olds will spend freely this year, versus an average of 26.6% across age groups, per a November 2023 study by Attest. The path to purchase is complex for digitally native generations. Gen Z and millennials are dedicated to their beauty regimes.
Report
| Apr 8, 2024
Older adults do use technology for entertainment, but their sources of entertainment do not revolve around their phones to the extent that they do among younger generations. For example, boomers spend the most time with traditional TV of all generations (an average of 4 hours, 53 minutes a day in 2023).
Article
| Apr 25, 2024
That number increases among parents of children ages 5-7 (72%) and ages 8-9 (75%). Use this chart:. Prepare for marketing to Gen Alpha. Justify or adjust ad spend on YouTube. More like this:. Apple’s Vision Pro, AI and Gen Alpha: 3 SXSW takeaways. OpenAI’s Sora could create a new era for video marketing—but it could also clutter YouTube and TikTok.
Article
| Mar 28, 2024
Yet far more expect to retire before age 65 than among any other generation, per Transamerica. Moreover, “retiring before the age of 50” is a top financial goal for 17% of Gen Zers—well above the 8% for overall consumers, according to an August 2023 Empower survey. Bridging the gap between Gen Zers’ aspirations and current financial situation offers banks customer touchpoints.
Report
| Feb 14, 2024
Respondents to the online survey were selected to align with the US population on the criteria of age (among ages 15 to 26) and gender. The survey was fielded by a third-party sample provider. Data has a margin of error of +/-3 percentage points at the 95% confidence interval.
Report
| Feb 20, 2024
On today’s podcast episode, we discuss how finserv digital marketers are incorporating credit marketing, even in top- and mid-funnel campaigns.
• In our “Headlines” segment, we chat about the role of marketing as a revenue generator in banking—specifically, an article we published in August with results from an American Banker Association survey that stated 72% of marketing execs don't believe revenue generation is a part of marketing’s role.
• In “Story by Numbers,” we examine the results of digital campaigns that revolve around credit marketing and the ROI in creating a unified, full-funnel marketing strategy.
• In “Pretend CMO,” our guests have to thread together a multifaceted digital-only marketing campaign and discuss how it attributes ROI to the campaign's different digital channels.
Tune in to the discussion with host Rob Rubin, our analyst Tiffani Montez, and Aundra Thompson, director of product strategy and strategic planning for marketing solutions at TransUnion.
Audio
| Sep 19, 2023
This cohort will make up the platform’s second-biggest age group in terms of users, just behind 25- to 34-year-olds. Gen Z adults’ time spent with TikTok will approach their time spent with traditional TV. Many users in this age group watch movies and TV shows on TikTok, signaling that they view the app as an entertainment hub.
Article
| Apr 3, 2024
What the trend means for banks: Young adult consumers’ needs for financial institutions (FIs) differ from that of older generations. A sizable portion of young adults may start earning a salary more quickly than previous generations, but they won’t have to dedicate a large portion of it to student loan repayments.
Article
| Apr 15, 2024
Gen Z is a generation of contradictions. They want to save, but also like to splurge. Gen Zers are more likely to look up financial education, budgeting recommendations, and budgeting tools than any other generation, per our October 2023 US Banking Consumer Habits survey. Yet they tend toward impulse or emotionally-driven purchases.
Article
| Mar 21, 2024
They were selected to align with the US population on the criteria of age (among ages 18–77), gender, household income, race/ethnicity, and region. The survey was fielded by a third-party sample provider. Data has a margin of error of +/-2.3 percentage points at the 95% confidence interval.
Article
| Mar 14, 2024
Gen X is the most financially insecure generation: 50.2% identify as not having enough money, per MarketWatch. And their younger counterparts are able to stash away around 33% more money each month. However, they’re half as likely to seek financial advice from their banks as older generations. And they’re less likely to speak with family and friends about money than Gen Zers.
Article
| Apr 19, 2024
According to Morning Consult, 73% of Gen Alpha (ages 0 to 11) parents are millennials, and their attitudes toward child-rearing depart from those of previous generations. “If you want to know Gen Alpha, you have to know their parents,” said Joanna Piacenza, head of industry intelligence at Morning Consult.
Report
| Mar 26, 2024
Methodology: Data is from a December 2023 Pew Research Center report titled "Teens, Social Media and Technology 2023" conducted by Ipsos. 1,453 US teens ages 13-17 were surveyed online during September 26- October 23, 2023. Teens were recruited through their parents who were part of the Knowledge Panel.
Article
| Mar 15, 2024
FIs that use social media to realistically depict consumers with attainable, age-appropriate goals could bridge knowledge gaps and attract prospects who identify with the content. Also it will be key to also demonstrate how the FI can help customers achieve their financial goals.
Article
| Mar 22, 2024
Gen Zers are the most social generation when it comes to banking research. It’s not their top tool, but they're the likeliest generation by far to use social media at 38.1%, versus an average of 22.1% across generations. Gen Zers don’t follow the crowd in the social media platforms they use for banking research. They’re lukewarm about Facebook.
Report
| Nov 30, 2023
Methodology: Data is from the January 2024 DISQO report titled "Ad-supported Streaming TV: Optimizing brand experience in the fast-evolving streaming landscape." 17,788 US adults ages 18+ were surveyed during December 28-30, 2023. Respondents were members of DISQO's opted-in audience. Data was weighted to be representative of the US population for age, gender, and income.
Article
| Feb 28, 2024
Yet far more expect to retire before age 65 than among any other generation, per Transamerica. Moreover, “retiring before the age of 50” is a top financial goal for 17% of Gen Zers—well above the 8% for overall consumers, according to an August 2023 Empower survey. Bridging the gap between Gen Zers’ aspirations and current financial situation offers banks customer touchpoints.
Article
| Feb 26, 2024