Word-of-mouth influences the purchases of more US consumers than TV ads, a finding that holds true across generations.
In some cases, there are marked variations in the views that American generations have of key institutions in the US.
Overall tablet usage skews younger, while ereader usage trends older.
Some 36% of US adults own a smartphone, computer and tablet.
Slightly more than two-thirds of American adults (68%) now own a smartphone, representing a rapid rise from about half that proportion (35%) in mid-2011.
At the most basic level, boomers simply do not use smartphones as often as younger people do.
Wearables are currently most popular among US adults between 25 and 44, who are the most involved in the movement toward data and fitness tracking.
It isn’t safe to assume smart-home devices only appeal to always-connected Millennials.
Millennials report the highest levels of trust in advertising almost all of the 19 formats listed.
Gen X is a large market, some 65 million strong. Members of Generation X are also in a high-earning, high-spending phase of life.