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US Digital Habits by Generation

Millennials and Gen Z Set the Path for Digital Adulthood

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About This Report
Younger generations are embracing digital platforms to manage adult responsibilities, while older ones are still weighing the value of digitization.
Table of Contents

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).

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

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

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
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