Millennials were the largest generation group in the United States in 2024, with an estimated population of ***** million. Born between 1981 and 1996, Millennials recently surpassed Baby Boomers as the biggest group, and they will continue to be a major part of the population for many years. The rise of Generation Alpha Generation Alpha is the most recent to have been named, and many group members will not be able to remember a time before smartphones and social media. As of 2024, the oldest Generation Alpha members were still only aging into adolescents. However, the group already makes up around ***** percent of the U.S. population, and they are said to be the most racially and ethnically diverse of all the generation groups. Boomers vs. Millennials The number of Baby Boomers, whose generation was defined by the boom in births following the Second World War, has fallen by around ***** million since 2010. However, they remain the second-largest generation group, and aging Boomers are contributing to steady increases in the median age of the population. Meanwhile, the Millennial generation continues to grow, and one reason for this is the increasing number of young immigrants arriving in the United States.

In 2024, Millennials were the largest generation group in the United States, making up about 21.81 percent of the population. However, Generation Z was not far behind, with Gen Z accounting for around 20.81 percent of the population in that year.

In the first quarter of 2025, 51.4 percent of the total wealth in the United States was owned by members of the baby boomer generation. In comparison, millennials own around 10.3 percent of total wealth in the U.S. In terms of population distribution, there was almost an equal share of millennials and baby boomers in the United States in 2024.

The statistic shows the number of people in the U.S. in 2011 and 2030, by generation. By 2030, the Millennial generation will have 78 million people whereas the Boomer generation will only have 56 million people in the United States.

In 2023, half of Generation Z in the United States were white. In comparison, 48 percent of Gen Alpha were white in that year, making it the first generation that does not have a majority white population in the United States.

In 2023, baby boomers and Gen X still accounted for the largest share of sales for consumer packaged goods (CPG) and general merchandise, holding over a third each. So far, Gen Z accounted for less than five percent, a figure that is likely to grow considerably in the coming years.

According to a survey conducted in 2024, younger generations in the U.S. had more video streaming subscriptions than their older counterparts, with around *********** Gen Zers, millennials, and Gen Xers subscribing to five or more services. In comparison, ** percent of baby boomers had such an amount of video streaming subscriptions. Furthermore, over ********* of respondents in the oldest group only paid for one platform, compared to ** percent of Gen Z consumers.

For the 2022 holiday season, millennials in the United States planned to spend the most on their friends per capita. That year, the country's millennial consumers intended to spend an average of just over *** U.S. dollars on friends during the holidays, which is more than twice the amount baby boomers planned to spend.

In 2023, the majority of American consumers reported drinking coffee every day. In fact, about ** percent of Baby Boomers, ** percent of Gen X, ** percent of Millennials, and ** percent of Gen Z surveyed said so. Accordingly, it can be stated that the younger the generation, the lower the daily coffee consumption.

According to a September 2024 survey of adults in the United States, Baby Boomers and the Silent Generation were the most likely to vote in the 2024 presidential election, with ** percent and ** percent stating that they were definitely going to vote, respectively. In comparison, ** percent of Gen Z and Millennial Americans said they were definitely planning to vote in November.

When asked in a 2023 survey, the generation who said that inclusive sizing is most important to them personally when shopping for clothing was Baby Boomers. Over ********* of respondents from this generation said that inclusive sizing was very important. In comparison, ** percent of Gen Z answered the same.

A survey conducted in November 2022 found that younger generations in the United States were less likely to watch cable television on a daily basis than older generations. In fact, ** percent of baby boomers, born between 1946 and 1964, used cable TV daily, while only a quarter of surveyed millenials, born between 1981 and 1996, and ** percent from Generation Z, born between 1997 and 2012, stated to do so. All in all, the share of respondents, who stated to not have watched cable TV at all in the month prior to the survey, was at least ** percent within all generations.

According to a global survey conducted in 2023, roughly ********** of Millennials followed and purchased goods from the social media accounts of brands. Overall, about **** of Gen Z users followed and purchased from influencers, whilst just ** percent of Baby boomers did. Additionally, *** out of ten respondents belonging to the Gen X age group followed and purchased from the social media accounts of retailers. A booming market In recent years, social commerce has exploded in popularity among online shoppers. Consumers can now purchase items directly on social media platforms, going from discovery to purchase in a matter of minutes. Social commerce is estimated to reach over *** trillion U.S. dollars in revenue by 2028, up from *** billion in 2024. This new form of e-commerce is the most popular in Thailand, where around ** percent of online consumers use social sites as a purchase channel. In comparison, this share stood at ** percent in the United States. Chinese platforms dominate the social space Chinese social shopping sites are the most successful ones worldwide. For example, Douyin, a short-form video sharing app, ranked as the highest revenue-generating platform in 2024, raking in approximately *** billion U.S. dollars. WeChat, a messaging app, came in second with a revenue of *** billion dollars, followed by Little Red Book, a picture sharing app, with a revenue of ** billion dollars. TikTok, which is owned by the Chinese company ByteDance, came in sixth place, pulling in ** billion dollars in revenue. While TikTok's popularity extends globally, its on-app purchase store, TikTok Shop, primarily caters to the Asian market. Thus, it is clear that China is the global leader in social selling.

According to a 2024 survey, millennials made up the largest share of consumers globally who mostly shopped for beauty products online (** percent). Gen Z (** percent) and Gen X (** percent) consumers followed, while around ** percent of Baby Boomers did so.

Doubling the money The online beauty and personal care market worldwide generated a revenue of about **** billion U.S. dollars in 2022, with China, the United States, and Japan being the three biggest markets. The cosmetics market is the fastest growing segment of the beauty market worldwide and is estimated to incur almost double its current revenue by 2027. In 2023, around *** million people around the world purchased beauty products online. This number is expected to increase to over *** billion by 2027.
Trending on TikTok With social media becoming more and more prominent, especially in younger generations, it is not a surprise that more people also engage in social commerce and purchase beauty products from apps. In the United States, TikTok has become the leading social media platform for purchasing various beauty items, followed by Instagram and Facebook. On TikTok, content creators and brands promote sales in two main ways, video sales and live sales. The majority of app-based sales are made through live sales, which refer to livestreams that promote products and offer shopping links. It is easy to see how popular beauty products are on TikTok from the number of views they receive, with Dyson, Cerave, and The Ordinary being the most popular beauty brands.

In recent years, more and more Gen Zers and Millennials are entering the housing market as home buyers or renters. In 2021, almost half of rent applications in the United States were submitted by Millennial apartment seekers. In comparison, Baby Boomers and older were responsible for only *** percent of applications. According to a survey conducted in 2021, a large percentage of Millennials and Gen Zers are not currently saving for a house.

In 2024, 14.2 percent of Millennials in the United States stated that they identify as LGBTQ+, while in 2012, less than six percent of respondents from the same generation said the same. Members of Generation Z were the most likely to identify as LGBTQ+, at over 23 percent.

According to a 2023 survey, 15 percent of Gen Z reported that they worked as freelancers. In comparison, around 45 percent were Millennials. The source adds that the rise of influencer culture and content is attracting younger people to freelance in higher numbers.

There are millions of sports fans across the United States, from religiously following an NFL team to being avid tennis fans or watching every Formula One Grand Prix. During an April 2023 survey in the United States, ** percent of Millennials stated that they were avid sports fans. However, this figure dropped to ** percent among baby boomers.

According to a 2023 survey, Americans between 18 and 29 years of age were more likely to identify with the Democratic Party than any other surveyed age group. While 39 percent identified as Democrats, only 14 percent identified ad Republicans. However, those 50 and older identified more with the Republican Party.

In 2022, among the working age population of the United Kingdom, there were approximately **** million people employed from the Baby Boomer Generation, followed by **** million Gen X employed, **** million Millennials, and *** million Gen Z.