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Gen Z is 25% less likely to use Google for searches compared with Gen X, according to a May 2024 report by Forbes Advisor and Talker Research. 鈥淲hat we鈥檙e really seeing is a fragmentation of search experience, and TikTok Shop is taking advantage of that.鈥�. 8. Tractor Supply Co.

Millennials and Gen Xers overindexed in smartwatch uptake, likely a reflection of higher income levels. In H1 2023, 41.1% of high-income respondents owned a smartwatch. Ownership of smart home products grew to 26.8% in H1 2023. This was up 2.9 percentage points from H1 2022. Suburban respondents overindexed at 31.3%, well ahead of urban (23.8%) and rural (22.0%).

So say the average adult American now spends less than three hours per day, 2:55 is our figure to Gen X or to the baby boomer generation. That sounds like an incredibly small number compared to what we used to hear about. Oh, people spend X so many hours per day watching TV rotting their brains. So that's a very small number compared to TV's prime.

But Gen X respondents shop and spend more than Gen Z respondents, and the younger of the two generations is still more likely to try new products both in-store and online. Age is the determining factor in willingness to try new products.

The figure is larger among millennials and Gen Xers, likely due to the younger cohort鈥檚 lower level of financial independence. What does this mean? Podcasts offer an entertainment alternative that both speaks to Gen Zers鈥� niche interests and offers a break from a screen (although not all take it).

Even as Google debuts search features like AI overviews, traditional search engine use is declining: Gen Z is 25% less likely to use Google than Gen X, per Forbes. What if TikTok gets banned? Though TikTok鈥檚 days in the US could be numbered based on what could be a lengthy legal battle, its impact on search marketing is here to stay. Talk of the ban isn鈥檛 doing much to hamper TikTok investment.

On average, 37.4% of millennials and Gen Zers say social media helps them become aware of a bank鈥檚 products and services, versus just 16.5% on average for Gen Xers and baby boomers. Most ads are minimally effective in building brand awareness among younger consumers.

We do also in the research see that surprising numbers of Gen Xers, for example, are following and are influenced by creators and influencers when it comes to their purchasing decisions. So, I think as influencer, creator marketing continues to expand beyond beauty, fashion, accessories and all those things that we associate it with the most, it's also going to organically bring in new audiences.