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?
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
Executive Summary
Younger generations drive digitization of everyday habits
Generational milestones are being adapted to a digital world
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