US Digital Habits by Generation

Millennials and Gen Z Set the Path for Digital Adulthood

Report by Paola Flores-Marquez  | UPDATED: Dec 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
Younger generations drive digitization of everyday habits
Generational milestones are being adapted to a digital world
Sources
Media Gallery
About This Report
Younger generations are embracing digital platforms to manage adult responsibilities, while older ones are still weighing the value of digitization.
Topics
Consumer Behavior
United States
Table of Contents
Executive Summary
Younger generations drive digitization of everyday habits
Generational milestones are being adapted to a digital world
Sources
Media Gallery

Advertisers can anticipate where to target generational campaigns by understanding where each cohort currently spends time and how their needs will shift with age.

Key Question: Where and how is each generation spending their digital time?

Share of Total US Users on Select Digital Platforms, by Generation, 2023 (% of total)
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Key Stat: Millennials make up the largest share of users on nine of the 11 platforms we track by generation, partly due to the cohort’s size. But Gen Z will take the lead on Disney+, YouTube, Instagram, and X (formerly Twitter).

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Table of Contents

  1. Executive Summary
  2. Younger generations drive digitization of everyday habits
  1. Generational milestones are being adapted to a digital world
  2. Sources
  1. Media Gallery

Charts in This Report

Share of Total US Users on Select Digital Platforms, by Generation, 2023 (% of total)US Time Spent on Social Media Platforms, by Age, 2023 (hrs:mins)
Types of Digital Health Tools Used by US Digital Health Users, by Generation, Dec 2022 (% of respondents in each group)US Digital Buyers, by Generation, 2023 (millions)
Penetration of Select Digital Activities Among US Baby Boomers, 2023 (% of population)

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First Published on Dec 11, 2023

authors

Paola Flores-Marquez

Contributors

Debra Aho Williamson
Principal Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Brian Lau
Forecasting Analyst
Wendy Malloy
Director, Report Editing
David Morris
Principal Analyst
Peter Newman
Director, Forecasting
Jennifer Pearson
VP, Research