Many digital behaviors are truly embedded across generations, with younger cohorts leading uptake. Social media restrictions and changing video habits are reshaping reach, while ecommerce and AI are exposing generational differences. Video, prevalent across digital activities and cohorts, could be the common thread that helps marketers in their planning.

Key Question: How will different generations’ digital behaviors influence the way marketers reach consumers?

Key Stat: Gen Z and millennials dominate most digital behaviors, with digital video viewing particularly prevalent among Gen Z, at 97.1% penetration.