This is a fasincating piece of research by HubSpot that digs into the data driving behaviour based on generational differences.
They specifically look at the millennial generation which are now moving into buying homes, baby products and more 'grown up' products but how they're searching for such items is clearly different to how an oldie like me would buy.
The 18-24 group are driving the mobile device trend. They're more likely to trust Google and a Facebook friend than an email. They want videos, photos and social posts. Quite clearly, email is not the way to reach this audience in the future.
For years, we've heard hype about mobile taking over desktop in traffic and search. But is the increase in mobile usage because everyone is using mobile more, or is it really just that certain age groups are? Below, you can see the breakdown of device usage by age. Overall, mobile usage beats out desktop by only 5%, but when you break the data down by age group, the differences are clearer: it's not everyone, it's young people. Mobile phones are an integral part of modern life. Consumers aren't just using their phones to browse the internet when they're commuting or on the go. Many admit they use their phones before they sleep, after they wake up, and even in the bathroom throughout the day.
https://blog.hubspot.com/marketing/marketing-generational-lines
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