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When we asked US banking customers how they felt about their banks using AI to improve their banking experience, attitudes were mixed鈥攁nd often sharply divided along demographic lines.

Our second annual study of US banking consumers reveals the key characteristics that make each generation鈥檚 customer journey unique. Banks can tailor their acquisition and retention strategies accordingly.

US financial institutions (FIs) will face low digital account growth over the next few years. But some customer groups will have higher growth potential than others, and FIs must understand how to build relationships with them.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

Gen Zers and millennials have normalized gaming into adulthood, but smartphones have opened the door for older generations.

Social media is crucial for B2B marketing success. However, B2B marketers鈥� ages may be affecting their campaigns鈥� effectiveness. Younger B2B marketers are leading the way in leveraging social media and data-driven strategies.

The number of LGBTQ+ consumers in the US is growing, and they seek authentic inclusivity from brands trying to reach them.

The smartphone remains Gen Z鈥檚 favorite device, as it鈥檚 the quickest way to access digital video and social media. But adoption of CTV and VR continues to rise.

Consumers are using the internet and social media to a great extent for healthcare purposes. Here鈥檚 what healthcare and pharma marketers need to know about how online-acquired information influences patient action.

Recent data suggests that baby boomers, often stereotyped as technologically challenged, are instead simply selective in the digital media they consume.

Online shopping is popular across all demographics, but the where and how differs by age, culture, and interests. Current purchasing behaviors can help retailers and brands target digital shoppers and anticipate new trends.

Younger generations are embracing digital platforms to manage adult responsibilities, while older ones are still weighing the value of digitization.

Digital activity now plays a major role in product discovery, with younger generations driving sizable shifts in the way shoppers find new products.

The greatest amount of growth will come from Gen Zers as they enter adulthood, but millennials are still a force to be reckoned with due to the sheer size of their user base.

The US physician population is changing. The older generations are predominantly white and male, but those younger than 50 are predominantly female and growing more racially diverse. What do providers and marketers need to know to connect with this cohort?

Gaming became a popular online activity during the pandemic. Growth may be slowing, but it鈥檚 not shrinking, meaning that the majority of those who picked up the hobby during the pandemic have become long-term users.

Gen Z steals the limelight in the UK when it comes to digital habits. But millennials are even more digital, and Gen X sweetens its own 鈥渄igitalness鈥� with financial clout.

US life insurance ownership is dropping as consumers face a challenging economic environment. Understanding how different demographic cohorts approach life insurance can help shape generation-specific acquisition strategies.