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More than 60% of Gen Zers, nearly half of millennials, and almost a third of Gen Xers have used TikTok as a search engine, according to an Adobe study released in January 2024. Brands that capitalize on this trend can already benefit from the behavior. Gen Z is more likely to turn to social networks than search engines when looking for information about a brand, product, or service, per GWI.

We expect the number of US Gen Z Pinterest users to rise by 9.7% YoY in 2024, while the number of millennial, Gen X and baby boomer users will be stagnant or fall. 鈥淭he reality is that we鈥檙e aging up,鈥� said Snap鈥檚 Harris. 鈥淭he 17-year-old who joined the platform 13 years ago is now 30 and at a different life stage.鈥�

Big banks can gain market share with higher-income customers鈥攚ho skew toward Gen X鈥攂y promoting educational efforts and in-person demonstrations. Despite US leadership in AI technology, consumers have been slower to adopt AI banking chatbots. By the end of 2026, 35.1% of US adult consumers will use AI banking chatbots.

They鈥檙e also the most likely of any generation to have 401(k)s and Roth IRAs鈥攚hich is alarming for baby boomers and Gen Xers, who are closer to retirement. Gen Xers also save the least in general, again indicating unique generational needs, demanding targeted products and outreach. Baby boomers are the most likely to use savings and credit cards to pay for unexpected expenses.

And so are they trying to appeal to the Gen X demographic instead, who was their customer back in the 2000s? Sara Lebow (12:56):. Yeah, I'm actually not convinced that Victoria's Secret has been or will be successful with size diversity at all. Sarah Marzano (13:03):. I feel like this is another retailer who it doesn't...

But Gen Xers (78%) lead in looking at advertising mailers. 82% of consumers look at advertisements in the mail at least once per week. Over half of consumers collect advertisements relevant to their future goals鈥攕uch as making a purchase.

Less than one-quarter of Gen Xers and just 10% of boomers said BNPL was their top choice, but they鈥檇 rather use no installment plan than a card-linked plan. What went wrong: BNPL firms are losing out to credit cards in key areas. While 35.6% of respondents called BNPL a 鈥済ood way to pay for larger purchases,鈥� they鈥檙e still reserving their largest transactions for their cards.