As of March 2023, nearly ** percent of ** millennials worldwide found influencers' recommendations of a brand or product more engaging than regular advertisements. For ** percent of the respondents, influencer recommendations were also considered more trustworthy than average ads. According to the same report, millennials ranked reliability as the most wanted quality in a brand.

As of October 2024, ** percent of Generation Z and millennial consumers surveyed in the United States stated they would trust companies much or somewhat more if they knew the company used generative artificial intelligence (AI) for advertisements. Another ** percent of both cohorts expressed no change in attitudes towards such companies. In comparison, ** percent of millennials indicated they would trust companies much or somewhat less in this case.

During a 2023 survey, the average net trust in brands among U.S. adults stood at ** percent. However, among Gen Z adults, that average was lower, at ***** percent, about half that of Gen Xers and Baby Boomers, with ***** and ***** percent, respectively.

In 2023, the highest level of trust in brand and product recommendations from social media influencers was evident among Gen Z and millennials, with ********* of respondents from each generational cohort expressing complete trust. Conversely, over ** percent of Baby Boomers exhibited no trust at all in influencer recommendations, nearly double the skepticism shown by Gen X respondents and more than **** times that of Gen Z.

During a February 2022 survey, 59 percent of Gen Z respondents stated that they had some or a lot of trust in newspapers, despite online news outlets being the more popular choice for these consumers. Social media and podcasts were the least trusted sources overall, and just 22 percent of boomers said they trusted social networks as a news source.

According to a survey conducted in 2023, ** percent of Republicans aged 18 to 26 years said that they trusted the police a great deal or quite a lot in the United States while only ** percent of Independents and ** percent of Democrats aged 18 to 26 years old shared this belief.

This statistic shows the level of trust U.S. Millennials have in major institutions in 2016. Fifty-one percent of U.S. Millennials said they trusted the United States military all or most of the time in 2016.

Adult Gen Z consumers in the United States trust newspapers the most for news, according to a survey held in 2022, with 59 percent saying they had some or a lot of trust in the medium in this respect, whereas just 44 percent felt that social media was a reliable news source.

Data from a survey held in August 2022 in the United States revealed that the most popular news source among millennials was social media, with 45 percent of respondents reporting daily news consumption on social networks. This was more than double the share who got their news via radio. When it comes to trust, though, social media does not fare well.

Social media and news consumption

As adults of all ages spend more and more time on social media, news consumption via this avenue is likely to increase, but something which could affect this trend is the lack of trust in the news consumers encounter on social platforms. Although now the preferred option for younger audiences, social networks are among the least trusted news sources in the United States, and concerns about fake news remain prevalent.

Young audiences and fake news

Inaccurate news is a major problem which worsened during the 2016 and 2020 presidential election campaigns and the COVID-19 pandemic. A global study found that most Gen Z and Millennial news consumers ignored fake coronavirus news on social media, but almost 20 percent interacted with such posts in the comments section, and over seven percent shared the content. Younger news consumers in the United States were also the most likely to report feeling overwhelmed by COVID-19 news. As younger audiences were the most likely to get their updates on the outbreak via social media, this also made them the most susceptible to fake news, and younger generations are also the most prone to ‘doomscrolling’, an addictive act where the reader pursues and digests multiple negative or upsetting news articles in one sitting.

Abstract — The evolution of e-commerce has significantly transformed consumer behavior, particularly among Generation Z in Jakarta. This study examines the combined impact of e-commerce trends and trust on the shopping habits of this demographic. With a focus on social media engagement, platform usability, and perceived trustworthiness, the research identifies critical factors influencing purchase decisions. Using data from Jakarta-based respondents and analyzed through Smart-PLS, this study offers actionable insights for businesses targeting Generation Z’s unique preferences and expectations.

In a survey held in 2020, 52 percent of Generation Z respondents in the United States said that they trust the military, making it the second-most trusted institution. This number rose to 63 percent when the survey was held again in 2022. In that year, the institution that Gen Z was least likely to trust was the U.S. Congress, with only 38 percent saying they had at least some trust in Congress.

This map layer shows the prevalent generations that make up the population of the United States using multiple scales. As of 2018, the most predominant generations in the U.S. are Baby Boomers (born 1946-1964), Millennials (born 1981-1998), and Generation Z (born 1999-2016). Currently, Millennials are the most predominant population in the U.S.A generation represents a group of people who are born around the same time and experience world events and trends during the same stage of life through similar mediums (for example, online, television, print, or radio). Because of this, people born in the same generation are expected to have been exposed to similar values and developmental experiences, which may cause them to exhibit similar traits or behaviors over their lifetimes. Generations provide scientists and government officials the opportunity to measure public attitudes on important issues by people’s current position in life and document those differences across demographic groups and geographic regions. Generational cohorts also give researchers the ability to understand how different developmental experiences, such as technological, political, economic, and social changes, influence people’s opinions and personalities. Studying people in generational groups is significant because an individual’s age is a conventional predictor for understanding cultural and political gaps within the U.S. population.Though there is no exact equation to determine generational cutoff points, it is understood that we designate generational spans based on a 15- to 20-year gap. The only generational period officially designated by the U.S. Census Bureau is based on the surge of births after World War II in 1946 and a significant decline in birth rates after 1964 (Baby Boomers). From that point, generational gaps have been determined by significant political, economic, and social changes that define one’s formative years (for example, Generation Z is considered to be marked by children who were directly affected by the al Qaeda attacks of September 11, 2001).In this map layer, we visualize six active generations in the U.S., each marked by significant changes in American history:The Greatest Generation (born 1901-1924): Tom Brokaw’s 1998 book, The Greatest Generation, coined the term ‘the Greatest Generation” to describe Americans who lived through the Great Depression and later fought in WWII. This generation had significant job and education opportunities as the war ended and the postwar economic booms impacted America.The Silent Generation (born 1925-1945): The title “Silent Generation” originated from a 1951 essay published in Time magazine that proposed the idea that people born during this period were more cautious than their parents. Conflict from the Cold War and the potential for nuclear war led to widespread levels of discomfort and uncertainty throughout the generation.Baby Boomers (born 1946-1964): Baby Boomers were named after a significant increase in births after World War II. During this 20-year span, life was dramatically different for those born at the beginning of the generation than those born at the tail end of the generation. The first 10 years of Baby Boomers (Baby Boomers I) grew up in an era defined by the civil rights movement and the Vietnam War, in which a lot of this generation either fought in or protested against the war. Baby Boomers I tended to have great economic opportunities and were optimistic about the future of America. In contrast, the last 10 years of Baby Boomers (Baby Boomers II) had fewer job opportunities and available housing than their Boomer I counterparts. The effects of the Vietnam War and the Watergate scandal led a lot of second-wave boomers to lose trust in the American government. Generation X (born 1965-1980): The label “Generation X” comes from Douglas Coupland’s 1991 book, Generation X: Tales for An Accelerated Culture. This generation was notoriously exposed to more hands-off parenting, out-of-home childcare, and higher rates of divorce than other generations. As a result, many Gen X parents today are concerned about avoiding broken homes with their own kids.Millennials (born 1981-1998): During the adolescence of Millennials, America underwent a technological revolution with the emergence of the internet. Because of this, Millennials are generally characterized by older generations to be technologically savvy.Generation Z (born 1999-2016): Generation Z or “Zoomers” represent a generation raised on the internet and social media. Gen Z makes up the most ethnically diverse and largest generation in American history. Like Millennials, Gen Z is recognized by older generations to be very familiar with and/or addicted to technology.Questions to ask when you look at this mapDo you notice any trends with the predominant generations located in big cities? Suburbs? Rural areas?Where do you see big clusters of the same generation living in the same area?Which areas do you see the most diversity in generations?Look on the map for where you, your parents, aunts, uncles, and grandparents live. Do they live in areas where their generation is the most predominant?

This study examines the behavioral determinants of voluntary tax compliance behavior among Indonesian millennials using the Theory of Planned Behavior (TPB). Given their large tax base yet low compliance, the research explores the roles of tax morale, social media, peer influence, trust, tax simplicity, and tax knowledge in shaping compliance intention. Survey data from 438 millennial taxpayers across Indonesia were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that all six factors significantly influence intention, which strongly affects voluntary compliance. Social media and peer influence are key predictors, reflecting changing dynamics in the digital era. The study extends the TPB model in a tax context and offers practical insights for tax authorities to enhance millennial engagement through targeted communication, simplified procedures, and trust-building strategies.

Keywords: tax compliance, millennials, social media, Theory of Planned Behavior, Indonesia, behavioral intention, PLS-SEM

This is a dataset collected for measuring the attitude from Millennials towards online external ambassadors.

Descriptive statistics.

A considerable share of millennials worldwide was willing to delegate their investment decisions to a computer algorithm, according to a survey conducted in 2019 among individuals aged between 23 and 35 years. The largest share was recorded in Hong Kong, where 39 percent of the respondents were open to trust algorithms for the management of their investments. The United States followed, with 36 percent of the respondents.

Model fit indexes.

According to a survey conducted in 2023, ** percent of Gen Z teenagers in the United States trusted the police some or a great deal, while ** percent had at least some trust in news organizations. In that year, Gen Z teens who identified as Republican were the most likely surveyed demographic group to have at least some trust in the police and in the criminal justice system. In comparison, Gen Z teens who identified as Democrats were more likely to trust news organizations and the federal government.

Online Influencer Market Outlook

The global online influencer market size is projected to grow from $13.8 billion in 2023 to approximately $31.5 billion by 2032, reflecting an impressive CAGR of 9.5% over the forecast period. The robust growth of this market is primarily driven by the increasing usage of social media platforms, which has revolutionized the ways brands connect with consumers and promote their products.

Several growth factors are contributing to the expansion of the online influencer market. Firstly, the rising penetration of smartphones and internet access globally has led to a significant increase in social media usage. Platforms like Instagram, YouTube, and TikTok have become integral parts of daily life, providing influencers with vast audiences to engage. Furthermore, the trust and authenticity associated with influencer endorsements compared to traditional advertising methods are compelling brands to allocate larger portions of their marketing budgets to influencer partnerships.

Another critical growth factor is the changing consumer behavior, particularly among younger generations. Millennials and Gen Z consumers place a high value on personalized and relatable content, which influencers deliver effectively. These demographics are more likely to trust recommendations from influencers over conventional advertisements, driving brands to leverage influencers for authentic engagement and enhanced brand loyalty. This shift in consumer preferences is expected to continue fueling market growth in the coming years.

Additionally, the technological advancements in social media platforms and analytics are enabling more targeted and effective influencer marketing campaigns. Advanced algorithms and data analytics tools allow brands to identify the most suitable influencers for their campaigns based on metrics such as engagement rates, follower demographics, and content relevance. This precision in targeting ensures better ROI for marketing spends, encouraging more brands to adopt influencer marketing strategies.

From a regional standpoint, North America remains the largest market for online influencers, driven by high social media penetration and significant marketing budgets. However, the Asia Pacific region is expected to witness the fastest growth, attributable to the rapid digitalization and increasing internet users in countries like India, China, and Southeast Asia. These regions' booming e-commerce sectors also contribute to the rising demand for influencer marketing.

Platform Analysis

Among the various platforms, Instagram continues to dominate the online influencer market. Instagram's visual-centric format and diverse features such as Stories, Reels, and IGTV make it an ideal platform for influencers to create engaging content. Brands prefer Instagram for its high engagement rates and the ability to directly link products. The platform's continuous innovation in features keeps it relevant and maintains its popularity among both influencers and brands.

YouTube is another significant platform in the influencer market, particularly favored for long-form content and in-depth reviews. With its extensive reach and robust monetization options, YouTube attracts a diverse range of influencers, from beauty gurus and gamers to tech reviewers and educators. The platform's algorithm also plays a crucial role in content discovery, allowing influencers to grow their audience organically over time.

TikTok has emerged as a formidable player, particularly among younger audiences. Its short-form video format and viral nature make it an excellent platform for creative and spontaneous content. TikTok's algorithm, which emphasizes content over follower count, allows new influencers to gain rapid visibility. Brands are increasingly turning to TikTok for its unique ability to create buzz and drive high levels of engagement within short periods.

Facebook, while not as dominant among younger demographics, remains a vital platform for influencers, especially for those targeting older audiences and running community-based campaigns. Facebook's extensive ad network and detailed analytics enable precise targeting and effective campaign measurement. Additionally, Facebook Groups and Pages provide influencers with tools to build and engage with their communities effectively.

Twitter, though more niche, plays a significant role in influencer marketing, particularly for real-time engagement and discussions. Twitter's form

Groups definitions.