Evaluating social usage growth by age instead of by generation shows a very different pattern. This year, there will be just 1.1% growth among teens ages 12 to 17, reaching 18.4 million users, and 0.3% growth among 18- to 24-year-olds, reaching 27.9 million users. While Gen Z grows, this year will mark the first-ever decline in the number of Gen X users.

Cefrio’s annual tracking of digital purchases by age and gender, “Le commerce électronique au Québec,” shows that in 2018, more men were online shoppers than women by a wide margin—69% of males, compared with 59% of females. Overall, 64% of respondents were digital buyers, with the age categories 18 to 24 and 25 to 34 leading the way.

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.

But there wasn’t a clear pattern by age. To us, that indicates that social audio’s appeal could be broader than just one age group. And when it comes to what type of content users want to hear, it may end up being more than talk shows or business discussions—two things the marketing community on Clubhouse has gravitated toward thus far.

“By and large, millennials are the demographic brand marketers want to talk about the most,” said Kristin Wozniak, vice president of analytics and insight at Cossette Media, who was interviewed for our recent report, “Canada Digital Habits by Generation: Identifying Key Distinctions Across Age Groups, from Teens to Baby Boomers.”.

Several other countries in Latin America—specifically Argentina, Chile, and Mexico—exhibited a gap in the use of Facebook by age cohort, with fewer younger users signing on than older ones, according to the aforementioned Reuters Institute for the Study of Journalism at the University of Oxford study.

Our forecasts do not break out time spent by age group, but it’s clear from recent research that TV viewership skews older. Between September 14 and December 20, 2020, adults 18 to 34 watched 8.8 hours of live TV weekly, which was about a quarter of the amount watched by those 55 and older, according to Numeris tracking data cited by Thinktv.

At its NewFronts presentation in May, TikTok touted its service as a reimagining of TV and cited data from a study conducted with Kantar that found that 30% of US users were watching less TV, streaming, or other video content since they started to use TikTok. So far, TV time remains far ahead of TikTok time.

We don’t break out WhatsApp users by age, but data from Germany’s federal telecommunications agency Bundesnetzagentur, for example, shows that more than 96% of OTT messaging services users ages 16 to 44 used WhatsApp in 2019, indicating that future growth must come from older cohorts.

CTV’s growth has helped popularize numerous streaming services. Both free and subscription streaming services are thriving as people are sheltering in place. YouTube. This year, 87.9% of digital video viewers use YouTube. It will have 214.9 million viewers, or nearly two-thirds of the US population. For the first time, we broke out YouTube viewership by generation and ethnicity this year.

Indeed, our forecast for Facebook users by age indicates that any new users will come from individuals ages 25 and older, and the platform will leak users from the 24-and-younger cohort. Attitudes toward the value of Facebook in the UK have diminished in recent years.

In this survey, 26% of millennials said they expected to spend more money on streaming movie/TV services due to the pandemic, vs. 16% of Gen Xers and 15% of boomers. And 18% of millennials said they expect to spend more on music streaming services, vs. 10% of Gen Xers and 5% of boomers. Young people certainly feel the need to be entertained as they’re socially distanced from their friends.

As the first true generation of digital natives, Gen Z has had round-the-clock access to on-demand information, streaming entertainment, and instantaneous communication since birth. This report examines trends in Gen Z’s technology and media use.

Internet users’ likelihood of starting shopping for products on Amazon varied little by age and was a majority activity across all age groups, per CivicScience. There was significantly more variation depending on whether respondents were Amazon Prime members and on their frequency of using their Prime membership.

To see how consumers rank these features as "extremely valuable" by generation, please visit the Appendix. Methodology. What Is This Study?

Cefrio’s annual tracking of digital purchases by age and gender, “Le commerce électronique au Québec,” shows that in 2018, more men were online shoppers than women by a wide margin—69% of males, compared with 59% of females.

As more people turn to CTV, controlling their streaming interface has become a high-stakes game. Device makers, streaming apps, and content producers each want a piece of the ad inventory, ad revenues, and user data that are associated with streaming. HBO Max and NBCUniversal’s Peacock aren’t available on Fire TV due to disagreements over inventory and content sharing.