Context: More than 7.3 million millennials are living in Canada, the largest age group since the boomers. Spanning the birth years of 1981 to 1996, they represent a broad range that encompasses a variety of life stages.

Context: What the generation values most

Context: Marketing to millennials is a top priority for many brands, but treating the demographic as a single group misses the opportunity for precise targeting.

Context: Going beyond age and gender demographics

Context: Younger baby boomers are not a digitally clueless bunch, but marketers cannot assume that they are as digitally active—or as mobile in their usage—as millennials and Gen Xers. Rather, they have their own distinctive ups and downs with digital.

Context: 18-24; 25-34; 35-44; 45-54; 55-64; 65+; Total

Context: Younger boomers are wealthier than Gen Xers and millennials. But with retirement—voluntary or involuntary—now on their horizon, many younger boomers are going to face new financial challenges for which they are not fully prepared.

Context: It's not much different than millennials, AARP says

Context: Younger baby boomers are not a digitally clueless bunch, but a marketer cannot assume that they are as digitally active (and as mobile in their usage) as millennials and Gen Xers. Rather, they have their own distinctive ups and downs with digital.

Context: They aren't shy around smart speakers and streaming services

Context: Gender; Male; Female; Age; Total

Context: Total; Google Assistant; Apple Siri; Amazon Alexa; Microsoft Cortana; Other; Havent used voice assistants to shop

Context: Instagram; Snapchat; Facebook; Twitter; White; Hispanic; Total

Context: Almost constantly; Several times a day; Less often

Context: Smartphone; Desktop laptop; Gender; Female; Male; Race ethnicity; Hispanic; White; Total

Context: Used; Used most often; YouTube; Instagram; Snapchat; Facebook; Twitter; Tumblr; reddit; None of the above

Context: Millennials; Gen X; Baby boomers; Total; Retailers; Airlines; Hotels; Food and beverages; Digital retailers

Context: Watch TV; Watch movies; Watch internet clips; Play mobile games; Play outside; Read books; Play with my toys; Play console games; Sports; Listen to music sing; Draw paint; Watch TV shows online; Play online games; Play board games; Use mobile apps; Use social media

Context: Tablet TV; Smartphone TV; Smartphone laptop

Context: Tablet; Smartphone; TV; Laptop; Desktop

Context: Watch TV; Play mobile games; Play outside; Play with my toys; Watch movies; Watch internet clips; Read books; Draw paint; Play digital games; Sports; Listen to music sing; Play board games; Watch TV shows digitally; Play console games; Use mobile apps; Use social media

Context: Smartphone TV; Smartphone laptop; Tablet TV

Context: Smartphone; TV; Laptop; Tablet; Desktop

Context: 25-34; 35-44

Context: Gender; Male; Female; Generation; Millennials; Gen X; Baby boomers; Seniors; Total

Context: Gender; Male; Female; Income; K; K K; Total

Context: Age; Income level; K; K K; Total

Context: Options that offer benefits beyond basic nutrition; Natural organic solutions; Online ordering for home delivery; Online ordering for in store pickup; Age; Income level; K; K K; Total

Context: Age; Income level; K; K K; Total

Context: Buy private label options; Try new lower priced brands; Visit multiple retailers; Download coupons from a retailer manufacturer website; Compare prices on area retailers websites; Age; Income level; K; K K; Total

Context: Total

Context: Total; Email; Live chat; Phone; Website inquiry; Social media; Other

Context: Food beverage; In store; Digitally; Dont buy; Household paper plastic products; Household cleaning supplies; Personal care hygiene products; Home furniture furnishings accessories; Home lawn garden goods; Tableware kitchenware cookware glassware; Medicine vitamins minerals supplements; Clothing footwear personal accessories; Cosmetics fragrances; Consumer electronics; Tobacco products smoking accessories

Context: Very important; Important; Somewhat important; Not very important; Not at all important; Total

Context: Total

Context: Total

Context: Very reliable; Mostly reliable; Somewhat reliable; Not reliable; Dont use product reviews; Total

Context: Always; Often; Sometimes; Rarely; Never; Total

Context: Total; Deliver to home; Buy online pick up in store; Ship to store; Deliver to work; Curbside pickup; Deliver to locker; Other

Context: Total; Credit card Visa MasterCard Discover etc; Debit card; PayPal; Gift certificate; Apple Pay; Retailer app eg Starbucks; Cash on delivery; Bank or wire transfer; Bank app; Venmo; Android Pay; Google Wallet; MasterPass; Samsung Pay; Other electronic wallet; Other; Dont know

Context: Total; Dry food goods; Candy prepackaged cookies snack foods; Soft drinks nonalcoholic beverages; Fresh fruit vegetables; Frozen foods; Eggs or dairy; Baked goods; Fresh meat poultry; Perishable prepared foods; Alcoholic beverages; Fresh fish seafood; Ice; None of these

Context: Total; Clothing footwear or personal accessories; Medicine vitamins minerals or supplements; Personal care hygiene products; Cosmetics fragrances; Food beverages; Home furniture furnishings or accessories; Consumer electronics; Household cleaning supplies; Tableware kitchenware cookware or glassware; Home lawn garden goods; Toys games; Household paper plastic products; Tobacco products or smoking accessories; None of these

Context: Total; Purchased a product on Amazoncom or Amazon app using Amazon Prime; Researched a product digitally before purchasing in store; Purchased via an online marketplace eg Amazon independent sellers Etsy Wish; Purchased a product through a retailers rewards program eg Amazon Prime Sephora Ulta; Purchased via a smartphone; Purchased digitally and picked up in store; Purchased a travel product service eg airline tickets hotel rental car; Looked at a product in store before purchasing it digitally; Heard about a product via social media then purchased it; Purchased from a website based outside of the US; Used a shared economy service eg Airbnb Lyft Uber; Received a subscription box eg Blue Apron Birchbox ipsy Stitch Fix; Bought using smart speaker eg via Alexa Amazon Echo Google Home; None of these

Context: Male; Female; Total; Funny; Location; Recently purchased; Recently searched for; Frequently purchased product; Visually appealing; Fit your personal style; A new product service; Minimum efforts actions; Short and concise; Discount promotion

Context: Gender; Very relevant; Male; Somewhat relevant; Not very relevant; Not relevant at all; Female; Age; Total

Context: Gender; Like them a lot; Male; Somewhat like them; Dont care; Quite dislike them; Really dislike them; Female; Age; Total

Context: All the social stats you need to know for 2018 and beyond. Bookmark this StatPack page to keep these key estimates handy throughout the year.

Context: Facebook; Line; Twitter; Instagram; Other; Males; Females; Total

Context: Always sometimes feel embarrassed about lacking control over current financial situation; Feel pressure to keep up with friends or colleagues financial status; 35-44; 45-54; 55-64; 65+; Total