Baby Boomers
Top Purchase Influences By Generation [CHART]
Word-of-mouth influences the purchases of more US consumers than TV ads, a finding that holds true across generations.
Read MoreConsumers' Preferred Brand Communication Channel [CHART]
More than 7 in 10 US consumers would prefer to receive email communications from businesses.
Read MoreFemale Brand-Related Activity By Generation [TABLE]
Almost three-quarters of female internet users said they prefer marketing messages to be gender neutral.
Read MoreRadio Listeners' Habits By Generation & Ethnicity [CHART]
With 93% of US adults listening to radio on a weekly basis, radio is the leading reach platform.
Read MoreLikely Voters Who Use Video To Learn About Candidates By Generation [CHART]
More than half of US likely voters who use digital video to learn about political candidates are Millennials.
Read MoreApps People Check First Thing In The Morning By Generation [TABLE]
When GfK MRI asked US smartphone users about what mobile apps they checked first thing in the morning on a typical weekday, two-thirds said they looked at text messages, and 63% checked email.
Read MoreWhen Millennials & Boomers First Check Their Messages [TABLE]
Communication comes first for most US internet users—and even before coffee for a great many of them.
Read MoreAmericans' Positive Attitudes Toward Select Institutions [CHART]
In some cases, there are marked variations in the views that American generations have of key institutions in the US.
Read MoreUS eReader Users By Generation, 2014-2020 [TABLE]
Overall tablet usage skews younger, while ereader usage trends older.
Read MoreMillennials Are Most Influenced Generation By Political Ads Of All Stripes
Millennials are more influenced by political advertising than Gen Xers or Baby Boomers.
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