Media Consumption By Device Age Range [CHART]

Chart: Media Consumption By Device & Age-Range

According to Q3 2018 research from Nielsen, US consumers ages 35 to 49 spend nearly the same amount of time with old media like live and timeshifted TV and radio, as with their digital devices by accessing apps and the web on a smartphones or tablet.

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Mobile Device Use By Generation [CHART]

Chart: Mobile Device Use By Generation

Smartphone ownership is the norm for Xers—we estimate that 88.5% of the Xer population, or 57.9 million people, own such a device. For marketers, knowing how to reach this cohort with timely and relevant communications is key.

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Smartphone App User Demographics [TABLE]

Table: Smartphone App User Demographics

Mobile and social usage are major elements of Gen X’s digital activity, so it’s no surprise that those also figure into their shopping. But while such usage is a default behavior for millennials, Gen X is selective in using mobile and (especially) social as shopping tools.

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Generation X Household Budget [TABLE]

Table: Generation X Household Budget

At 65 million strong, Gen X—those born between 1965 and 1980 per our definition—is smaller in size than the boomer and millennial generations, but their average pretax household income is about $101,000 annually, nearly $25,000 more than the average for all US households.

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Attitudes Toward Regareting Ads By Age [CHART]

Chart: Attitudes Toward Regareting Ads By Age

Generally, Americans have an unfavorable opinion about online targeted advertising. More than half (51%) of US adults believe that targeted advertisements are an inappropriate use of personal data rather than a convenient way to see products they’re interested in, according to more than 3,100 US adults surveyed by YouGov.

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TikTok US Users By Age & Income [CHART]

Chart: TikTok US Users By Age & Income

Who is downloading and using TikTok? Not surprisingly, data from March 2019 shows that the age group with the largest number of unique visitors is 18-24-year-olds (3.7 million), which accounts for just over one-quarter (25.8%) of the total US adult visitors.

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Bad Shopping Experience Reactions [CHART]

Chart: Bad Shopping Experience Reactions

A report from BRP shows that there are significant variances in shopping behavior by age, in particular between those who grew up in the internet age (“Digital Consumers” age 18-37) and those born before this time (“Traditional Consumers” age 38+).

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Entertainment Subscriptions By Generation [CHART]

Chart: US Entertainment Subscriptions By Generation

The growth of subscription video-on-demand services has been well documented but it looks like a new milestone is in the works. Deloitte’s annual Digital Media Trends survey suggests that more consumers now subscribe to a streaming video service than to traditional TV.

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