It’s no secret that digital habits vary by generation, and it’s important to note where each is spending most of their time to best inform a media plan and ensure no campaign dollars are left on the table. Here are the breakdowns of U.S. digital consumption habits by generation in 2024!

  • Gen Z
    • Digital video has had major influences over this age group – they often turn to social media platforms that are video-based. Some of their favorite platforms include Snapchat, TikTok, and Instagram.
    • This generation also spends more time on digital platforms than other age groups; they spend at least 6 hours online through their phone daily.
    • Other popular platforms that this generation has increasingly turned to include peer-to-peer payments and VR systems.
    • When targeting Gen Z, brands have an opportunity to utilize both standard digital channels and formats, like social and video, and also experiment with newer formats, like VR.
  • Millennials
    • While many Millennials still like to spend time browsing social media, they aren’t posting as much. Many enjoy connecting with others and getting news or entertainment-based content through platforms like YouTube, Facebook, Netflix, and LinkedIn.
    • Many from this age group are also heavy social commerce buyers.
    • While most brands focus heavily on Facebook and Instagram to reach Millennials, it’s crucial that marketers diversify their outreach to this generation beyond those channels. Brands must consider their presence on OTT, Reddit, LinkedIn, and more.
  • Gen X
    • Most consumers from this generation largely appreciate digital video channels and streaming across platforms like YouTube and Netflix. When looking at streaming services, Gen X is the least likely to cancel their subscription to a service.
    • When it comes to social media platforms, Gen X over indexes across YouTube, Facebook, and LinkedIn.
    • Gen X is open to using new platforms, however, it’s unlikely that their digital media habits will change significantly. It is important for brands to continue connecting with them through their favorite channels, like Facebook, LinkedIn, and streaming services.
  • Boomers
    • Baby Boomers are often less tech-savvy than other generations, but they do enjoy spending time on YouTube and Facebook. Beyond digital connection, some of their favorite activities are going out to eat and traveling.
    • While some Boomers are open to exploring new digital platforms, many are more comfortable using the channels they’re already familiar with. Some of the most used apps on their phones include Google, Facebook, and YouTube. Brands must utilize the channels Boomers are already comfortable with to make an impact on their purchasing.

In addition, don’t forget to leverage Basis tools like the Contextual Insights Report which can uncover possible Peer39 contextual segments with optimal performance data for future targeting! Also, the TransUnion Audience Pixel, free to create and collect insights, and can provide valuable audience insights (sample report) and create opportunities for look-alike targeting within Basis!

As always, happy to connect on any questions or opportunities leveraging these insights!