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 2023, there were about **** million Millennials estimated to be living in the United States, making them the largest generation group in the country. In comparison, there were ***** million Gen Z and ***** million Gen X estimated to be in the United States in that year.

Nearly half of all meal kit customers in the United States are Millennials. This is revealed when analyzing the latest 2025 Statista Consumer Insights data. The second-largest generational group of food subscription box users in the U.S. is Generation Z. In contrast, consumers born before 1980 represent only 20 percent of the target group of meal kits in the United States.Online food delivery in the United States The meal kits market is a segment in the broader online food delivery industry, which is booming in the United States. In 2025, the online food delivery market revenue is estimated to reach 429 billion U.S. dollars, more than double the value recorded in 2021.

As of February 2025, ** percent of LinkedIn users in the United States were Millennials, whilst ** percent belonged to Generation Z. Additionally, *** in *** U.S. users were Baby boomers.

During a survey conducted in 2024, it was revealed that millennials represented the biggest share of pet owners in the United States (32 percent), followed in second place by Generation X (24 percent). Baby Boomer's came in third, representing some 24 percent of pet owners. Pet ownership in the United States Despite some fluctuations, household penetration rates for pet ownership in the United States have generally increased over the years, going from 56 percent in 1988 to approximately 66 percent in 2023. With millennials constituting the largest group of pet owners in the United States, they also constituted the generational group that planned to spend the most on their pets during the holidays in 2020, with an average spending of 51 U.S. dollars, compared to only 28 U.S. dollars of average planned spending on pets for Baby Boomers. Pet expenditure in the U.S. Pet food and treats constituted the highest selling category for pet products in the United States, with total food and treats sales reaching 58.1 billion U.S. dollars in 2022. Vet care and product sales were the second biggest pet market category that year, generating around 35.9 billion U.S. dollars in sales. Generally, average annual pet expenditure was higher for dog owners than for cat owners across all pet market categories in 2020.

Across all product categories, Amazon was the place where online shoppers in the United States most often began searching for specific products in 2022. For household products, ** percent of shoppers reported beginning their searching on the e-commerce giant's platform. Additionally, ** percent started their household item searches on Walmart's online platform. Fashion e-commerce in the U.S. The internet, social media, and the proliferation of inexpensive clothing have opened doors to U.S. fashion e-commerce like never before. The U.S. apparel, footwear, and accessories retail e-commerce market is worth a remarkable *** billion U.S. dollars, according to 2021 estimates, and it is set to surpass the *** billion dollar mark by 2025. Millennials shaping the future of U.S. e-commerce In general, Millennials are hyper-connected and better educated than previous generations. Over the past decade, they have become the largest generation group in the U.S. Also known as Generation Y, Millennials are more tech-savvy consumers than their antecessors. In 2019, people born between 1983 and 1998 were found to be more influenced by bloggers when buying apparel than previous generations. Millennials also outrank Gen X-ers and baby boomers in digital buyer penetration in the United States, with over ** percent as of ********.

According to a survey from March 2023 among U.S. Taylor Swift fans, also called 'Swifties', the largest share of Swift fans were in the group of **********. The second largest share was within the group of ************, followed by Gen X. In 2023, Swift announced her first tour in years, called 'Era', which already caused chaos when her significant fan base tried to purchase tickets for the long anticipated concerts.

Millennials were the leading customer groups of personal luxury goods, accounting for 46 percent of all luxury goods spending worldwide. Born between 1961 and 1996, Millennials, or Gen Y, also represents the second-largest group with the highest disposable income in the United States. How do Millennials and Gen Z engage with luxury goods and services? With their increasing share in employment and wealth creation, younger generations play an increasingly important role across consumer industries worldwide. As digitally savvy generations, they not only use online channels to make purchases, but also research, follow, and get inspiration for new styles and brands. According to the results of a recent survey, luxury consumers aged between 19 and 41 were more keen on engaging with brands on social media, such as following an influencer or sending private messages to brands. State of the personal goods industry Worldwide, the personal luxury goods market remains relevant after bouncing back from the economic downturn of 2020. Based on Statista’s Consumer Market Insights, the personal luxury goods market was worth over 474 billion U.S. dollars in 2024. The country spearheading the luxury goods revenue was the United States. U.S. consumers were also the main customers of the luxury goods industry, as one-third of the market revenue came from American nationals making luxury goods purchases.

As of 2024, Millennials / Generation Y made up the largest share of both e-cigarettes and vape pen users in the United States (U.S.) by far. Unsurprisingly, Baby Boomer amounted to a very small share of these devices' users.

As of June 2025, 24.2 percent of Facebook users in the United States were aged between 25 and 34 years, making up Facebook’s largest audience in the country. Overall, almost 19 percent of users belonged to the 18 to 24-year age group. Does everyone in the U.S. use Facebook? In 2024, there were approximately 250 million Facebook users in the U.S., a figure which is projected to steadily increase, and reach 262.8 million by 2028. Social media users in the United States have a very high awareness of the social media giant. Expectedly, 94 percent of users had heard of the brand in 2025. Although the vast majority of U.S. social networkers knew of Facebook, the likeability of the platform was not so impressive at 68 percent. Nonetheless, usage, loyalty, and buzz around the brand remained relatively high. Facebook, Meta, and the metaverse A strategic rebranding from Facebook to Meta Platforms in late 2021 boded well for the company in Mark Zuckerberg’s attempt to be strongly linked to the metaverse, and to be considered more than just a social media company. According to a survey conducted in the U.S. in early 2022, Meta Platforms is the brand that Americans most associated with the metaverse.  

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.

According to the results of a recent survey conducted in the United States, most respondents across all age groups preferred to buy products directly in stores. The highest share of in-store buyers was among baby boomers, with 83 percent. On the other hand, the same generation did not seem as interested as others in buying products through companies' apps or social media.

As of June 2025, **** percent of Instagram users in the United States were aged between 25 and 34 years, making up the platform’s largest audience in the country. Overall, the group with the second-highest usage was those aged 18 to 24 years, with **** percent of users, followed by **** percent that were aged 35 to 44 years. The age group that used Instagram the least was those older than 65 years, making up *** percent of users, respectively. Popular social media platforms in the United States Instagram was the fourth most visited social media platform in the United States as of March 2025 across desktop, mobile, and tablet devices combined, accounting for *** percent of all social media visits in the country. Despite Instagram’s popularity, Facebook remained the leading social media platform by far in the U.S., accounting for more than ** percent of all social media visits. Pinterest and X (formerly Twitter) ranked second and third in terms of visits, with ***** percent and ***** percent of visits, respectively. Instagram’s global audience Instagram’s global popularity continues to surge, with no signs of slowing down. As of January 2025, the country with the largest Instagram audience was India with ****** million users, while the United States had the second-highest market with ***** million users, followed by Brazil, Indonesia, and Turkey, respectively. As of February 2025, Instagram was the third most popular social network globally, reaching *** billion monthly active users.

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.

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 2023, the largest group of Captain Morgan drinkers in the U.S. was Millennials, adults aged 25 to 44 years. In contrast, Gen Z consumers were the smallest contributors to the brand's market.

As of February 2025, 37.5 percent of X’s (formerly Twitter) global audience was aged between 25 and 34 years. The second-largest age group demographic on the platform was represented by users aged between 18 and 24 years, with a share of 32.1 percent. Users aged less than 18 years accounted for two percent of users, while those aged 50 or older accounted for roughly 7.3 percent. X is a male-dominated platform As of January 2024, more than 60 percent of X users were male. Although all mainstream social media platforms tend to have a slightly more male-skewing audience, X stands out above Instagram, Snapchat, TikTok, and Facebook when it comes to user gender demographics. Overall, Pinterest is the only mainstream platform to have a higher share of female users. X Blue for you It is not uncommon for social media users to now have the chance to become subscribers of their chosen online networks for a monthly fee. X Blue is a subscription service from X that gives users special benefits and features. A blue verification mark, edit post functionality, fewer ads, priority ranking in chats, and longer video upload times are some of the perks offered.

In 2021, around 70 percent of Millennial respondents from the United States stated that they participated in fitness sports, making them the generation with the highest participation rate. The generation with the lowest participation in fitness sports was Gen Z.

Seniors had the highest spend on home renovations in the United States in 2024. The median spend of Seniors was 22,000 U.S. dollars, whereas Gen Xers and Baby Boomers had a median spend of 20,000 U.S. dollars. Baby boomers were not only the generation with the second-highest spend, but also the one most likely to carry out renovations.

The share of individuals identifying as part of the LGBT community has increased with each generation. In 2021, Generation Z had the highest proportion of LGBT individuals, amounting to **** percent of respondents. Comparatively, only *** percent of the baby boomer generation self-identified as being LGBT.