On today's episode, we discuss Snapchat's Q2 performance, which features are standing out, and what we expect in Q3 and Q4. We then talk about some recent Snapchat augmented reality partnerships, Gen X's level of adoption across social media, and which platforms Gen Z folks think have the most genuine influencers. Tune in to the discussion with eMarketer forecasting analyst at Insider Intelligence Nazmul Islam.

But in two to three years, Gen Z will eclipse Gen X in its usage of all those technologies. For example, the number of Gen Z wearable users will jump from 17.0 million in 2022 to 21.1 million in 2024. During the same period, the Gen X user base will increase from 19.1 million to just 20.7 million.

Gen Xers will be ages 41 to 56 in 2021, making the oldest of the cohort within sight of retirement—or, at least, within sight of an age at which they might like to retire. Whether they’re saving enough to make retirement feasible is another matter, especially given the pandemic.

With bigger-than-average incomes and households, Gen Xers do bigger-than-average buying. But often on the lookout for deals, they are not spending heedlessly. Digital plays an important role in their shopping, especially during the pandemic.

This is higher than millennials, Generation X, and early baby boomers at the same age. Since Hispanics are one of the fastest-growing demographics in the US, we expect this percentage to increase over time (US Census Bureau).

By generation, YouTube will have nearly double the penetration of TikTok among millennials this year, almost four times as many Gen Xers, and about eight times the penetration among baby boomers. However, if we drill down into a few key age groups, TikTok is gaining fast. Among US teens ages 12 to 17, 87.6% will use YouTube monthly this year, while 65.3% will use TikTok, according to our forecasts.

When it came to picking brands based on their sustainability bona fides, the Stifel/Morning Consult study found males cared more than females, Gen Z cared more than millennials and Gen Xers, and Black consumers care more than Hispanic and white consumers.

Millennials and Gen Xers are gaming on mobile

SIN monitoring was no exception, with 56% of Gen Zers calling it “extremely valuable”—but interest was both high and steady among millennials, Gen Xers, and baby boomers, at 45% of each cohort. See the interactive Security and Control demand chart in the Appendix. No. 2: Account Management. Category Value: 19.0% of total points.