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EMARKETER

US Digital Habits by Generation 2024

Key Areas to Watch by Age Cohort

Report by Paola Flores-Marquez  |  Oct 7, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
Gen Z spends more time online than other generations do
Millennial posting is down, but they're still engaged
Gen X’s digital investment is poised to expand—if they can be convinced
Shopping, digital video, and social media keep baby boomers plugged in
Sources
Media Gallery
About This Report
Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.
Topics
Social Media Users
Digital Video
Digital Banking
US
Table of Contents
Executive Summary
Gen Z spends more time online than other generations do
Millennial posting is down, but they're still engaged
Gen X’s digital investment is poised to expand—if they can be convinced
Shopping, digital video, and social media keep baby boomers plugged in
Sources
Media Gallery

The digital habits of each generation have been shaped by technological availability and necessity. While older generations maintain distance between their digital and physical lives, the two have converged for younger generations.

Key Question: Where and how is each generation spending their digital time?

Share of Total US Users on Select Digital Platforms, by Generation, 2024 (% of total)
E-Mail ChartDownload

Key Stat: Millennials lead Gen Zers on 8 of the 12 platforms we track, but Gen Zers are closing the gap on Instagram, Disney+, and Pinterest.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Gen Z spends more time online than other generations do
  3. Millennial posting is down, but they're still engaged
  1. Gen X’s digital investment is poised to expand—if they can be convinced
  2. Shopping, digital video, and social media keep baby boomers plugged in
  3. Sources
  1. Media Gallery

Charts in This Report

Share of Total US Users on Select Digital Platforms, by Generation, 2024 (% of total)Average Monthly Streaming Consumption in US Gen Z vs. Total Households, by Platform, May 2024 (hours)
Penetration of Select Digital Platforms Among US Gen Z, 2024 (% of population)Average Daily Time Spent With Social Networks by US Adults, by Age, 2024 (hrs:mins)
Penetration of Select Digital Platforms Among US Millennials, 2024 (% of population)Penetration of Select Digital Platforms Among US Gen X, 2024 (% of population)
Brand Loyalty of US Baby Boomers vs. Total Adults, May 2024 (% of respondents)Products/Services in Which US Consumers Intend to Splurge/Treat Themselves, by Generation, Aug 2024 (% of respondents)
Penetration of Select Digital Platforms Among US Baby Boomers, 2024 (% of population)Most Used Apps on Mobile Phones Among US Baby Boomer Internet Users, April 2024 (% of respondents)

authors

Paola Flores-Marquez

Contributors

Nikolai Dineros
Zach Goldner
Forecasting Analyst
Penelope Lin
Director, Data Visualization
David Morris
Principal Analyst
Jennifer Pearson
VP, Research
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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