In four years, its smartphone penetration will be the highest of any generation, eclipsing that of millennials (95.2%), Gen X (89.7%), and baby boomers (71.2%). Top smartphone activities among iPhone users ages 18 to 25 include texting, surfing the web, watching streaming video, and using social media (Measure Protocol, March 2021).

Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.

However, more than a third of millennials and nearly a quarter of Gen Xers will also use BNPL. While BNPL makes up around 1% of US retail ecommerce dollars, fast growth means merchants are noticing an opportunity to grab sales.

What Factors Affect Consumer Trust in Social Media?

Gen Zers and millennials’ preference for app-based tools reflects their overall digital lifestyle. By generation and household income segment, respondents uniformly valued Social Security alerts.

Are Hispanics heavy users of social media? Social media has natural appeal for people with far-flung relatives and friends, often including some living abroad. And the youthful skew of the Hispanic population yields a receptive audience for platforms like Snapchat and TikTok. Hispanics overindex for social user penetration, but just slightly.

Even before the pandemic, people in Latin America were some of the most engaged consumers of social media worldwide. During Q1 2020, Brazil, Colombia, Mexico, and Argentina were all in the top 10 countries worldwide that spent the most time per day on social media, according to GlobalWebIndex. With the onset of the pandemic and government-mandated quarantines, consumers spent even more time on social.

The generation most influenced by social media

Mobile and social usage are major elements of Gen X’s digital activity, so it’s no surprise that those also figure into their shopping. But while such usage is a default behavior for millennials, Gen X is selective in using mobile and (especially) social as shopping tools.