If you are 39 or above, you represent the “older” half of the US population. If you are age 38 or below, you would be considered as the “younger” part of the US population. This is according to new data released by the U.S. Census Bureau in June, 2023.
Does your personal perspective affect the marketing decisions you make in your organization? It might be important for you to consider not only the best media channels for your existing customer targets, but also those of potential new customers trying to find the services offered by you and your competitors. And different age groups might not use the advertising channels you do.
age 59 – 77
age 43 – 58
age 27 – 42
age 11 – 26
In this article, we define how old Millennials, Baby Boomers, GenX and other demographic groups are, and compile advertising trends you might need to understand to grow your business such as:
- YouTube reaches more Millennials (27 – 42 years old) than all TV networks combined
- What is the average age for each individual state
- Where to place your ad budget to make the most impact
Let’s start with the key population groups and their ages:
born 1946 – 1964, are now age 59 to 77
born 1965 – 1980, are now age 43 to 58
born 1981 – 1996, are now age 27 to 42
born 1997 – 2012, are now age 11 to 26
born 2013 – 2025, are now age 1 to 10
So, how does this affect our marketing?
Millennials represent the highest-spending group and are set to inherit over $68 trillion from their Baby Boomer parents within the next 10 years, according to Forbes, so we’ll focus our media trends on this important group in this edition:
- 70% of viewers bought from a brand after seeing content on YouTube.
- Millennials trust YouTube more than any other generation.
- Google is the #1 search engine in the world. YouTube is the #2 search engine in the world. Google owns YouTube.
- 56% of Gen Z, 54% of Millennials, 48% of Gen X, and 26% of Boomers say they discover new products most often on YouTube.
- 30% of all Millennials purchase products directly on Facebook.
- Facebook, Instagram and Pinterest also foster brand trust and help these adults discover products they would actually use.
- 70% of Millennials and 62% of Gen Zs say that streaming radio, such as Spotify, has significantly shaped how they discover and connect with broader culture.
- 67% of Millennials and Gen Zs say they listen to podcasts regularly.
- Print advertising has continued to decline over the past 6 years and its downward spiral is expected to continue.
- 32% of Americans say they like billboards, and 9% like them a lot, according to 2022 Statista survey data.
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