This report maps how UK generations diverge in digital habits. Video continues to surge, particularly among younger cohorts. But among older generations, wallets are tightening and platform preferences fragmenting. The report highlights where attention is growing, where it’s fading, and the trade-offs marketers must navigate now.

Key Question: Which digital platforms offer the greatest opportunities for reaching and influencing each generation?

Key Stat: Gen Zers and millennials dominate most digital behaviors, with Gen Z leading the charge for digital video at 96.7% penetration.

Clients can find the full version of this chart later in the report.