By comparison, 16% of Gen X (ages 37 to 55) and 6% of baby boomer (ages 56 to 64) respondents had been similarly inspired. Research by Tinuiti, a performance marketing agency, also shows the relatively greater impact of influencers on younger people.

Unsurprisingly, millennials are most likely to webroom; four in 10 did so during the holiday season, compared with 35% of Gen Xers and 33% of baby boomers, according to Oath. As millennials age, and webrooming continues to gain prominence, retailers will likely focus on further streamlining the omnichannel journey.

GfK found that roughly equal numbers of Gen Z (45%) and Gen Y (49%) respondents—but only 31% of Gen X and 16% of boomers—agreed with the statement, “I would be more likely to visit a retail store that offered an [augmented or virtual reality] experience.” And Epsilon found that only 3% of consumers use digital voice assistants to order online, mainly Gen Z, millennials and Gen X. By Michael Applebaum.

Amplified by social media and other online platforms, some anecdotal narratives have suggested that millennials are relatively unconcerned about COVID-19—while others have depicted older people as the least worried.

Those who’ve adopted social media have settled in with Facebook and seldom range farther into the socialsphere. They’ve acquired smartphones, but stick with simple apps like texting. Facebook is the one social network with a large constituency among boomers: 45.3% of them use it, including 91.9% of boomers who use any social network.

Brand Perspectives on Social Media Time. As in Quebec, social media users in the rest of Canada have shown a willingness to extend their consumerism to social media, and brands have taken notice. For the 2018 shopping season, 53% of respondents to Accenture’s holiday shopping survey said they used YouTube to help buying decisions.

A January 2019 Valentine’s Day survey from Bankrate had similar findings—younger millennials (those ages 23 to 29) and Gen Xers lead spending, expecting to average $267 per person on holiday purchases. This year’s givers also expect to receive.

Although most millennials and Gen Xers use smartphones, the penetration rate for older adults is lower. For instance, 96.5% of those ages 18 to 24 use smartphones as do 91.0% of 35- to 44-years-old and 87.0% of 45- to 54-year-olds, but the figure drops for 55- to 64-year-olds (77.2%) and those ages 65 and older (49%).

Just like their younger cohorts, Gen Xers are shifting their viewing habits from traditional TV to digital video.

After a store visit, 56% of millennials buy online at least half of the time compared to 45% of both Gen X and boomers. What's more, 21% of millennials "almost always" buy online after seeing an item in-store while just 10% of the older generations do.

Smartphone time, digital video time, social media time—they’re all up significantly. Even time spent with desktops/laptops, which had been drifting down, gets a temporary boost. So does TV, a medium whose declining numbers in recent years have largely offset the gains in digital categories.

In an April 2019 Salesforce survey, 48% of Gen Z and millennial customers worldwide cited messenger apps as a “preferred” channel of communication with companies, compared with 36% of Gen X customers and 21% of baby boomers/seniors. Overall, 37% considered messenger apps “preferred,” which was a far cry from the top-cited channel—email at 64%—but higher than social media (32%).

As more people cut the cord, viewers are increasingly tuning in to live digital video services.

Texting is no longer just the preserve of millennials and Gen Zers: Live chat is now also in strong demand from baby boomers and Gen Xers who expect to use it for communication with their FI. Around 22% of boomer respondents say they highly value the ability to live chat with their FI. Millennials still rule: 34.7% of them rate the feature “extremely valuable.”. Methodology.

Only half use social media—and those who do mostly stick with Facebook. Nearly two-thirds have a smartphone, but they make limited use of its capabilities. Traditional TV still accounts for an outsized proportion of their media mix. Have they gone digital as shoppers? Somewhat. About six in 10 baby boomers are digital buyers, vs. much higher proportions of Gen Xers and millennials.

For that matter, they still lag somewhat behind millennials and Gen Xers. However, most now have one. We estimate that 81.1% of 12- to 17-year-olds will have a smartphone this year, with the number expected to reach 85.0% in 2022.

“In terms of where people are spending their time on video games, yes, the biggest jumps again were seen among Gen Zers and millennials, but 27% of Gen Xers and 25% of baby boomers have been spending more time on video games since the coronavirus outbreak started.

In August 2019 CouponFollow polling, majorities across age brackets rated getting a coupon, deal or discount as “extremely” or “very” influential, including 74.5% of millennials (ages 23 to 28) and 71.0% of Gen Xers (39 to 53).

US CTV viewers in 2020 will total 45.7 million for Gen Z; 56.5 million for millennials; 48.5 million for Gen X; and 32.8 million for boomers. Compared with the same figures a year ago, Gen Z viewers increased by 7.7%; millennials by 3.5%; Gen X by 1.8%; and boomers by 8.3%.

In 2012, when smartphone penetration was much lower and social media was newer, just 51% reported daily social usage. Such averages mask variations by ethnicity in amount of usage. A January 2018 survey by the Culture Marketing Council detected these when it asked internet users whether they use social media “constantly.”

Millennials and younger Gen Xers are the heaviest users of voice assistants, but usage across all age groups will grow over the next several years. Voice assistant use varies by situation and device. Users are more likely to turn to smartphones to make calls or ask directions, but use smart speakers to control smart-home devices and reorder products.