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Digital divides: How to map your marketing strategy to generational media habits
Understanding how, when, and where each audience engages helps marketers craft more effective omnichannel strategies.
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A true omnichannel strategy is about meeting consumers where they are in the moments that matter. But knowing which channels matter to each generation and how to sequence them for maximum impact can be the difference between meaningful connections and wasted impressions.
By understanding how, when, and where each audience engages, brands can gain the insights needed to craft more effective omnichannel strategies. The Trade Desk Intelligence team and PA Consulting conducted a study of roughly 6,000 people across the U.S., U.K., and Germany to learn how generational differences influence media behavior and how marketers can leverage these insights for smarter campaign planning.1
Throughout the day, audiences move differently through “engagement spaces” — where they seek out distraction, companionship, guidance, and more. And as they move, audiences use various channels and forms of content to meet their needs.
We identified eight key engagement spaces. By understanding which ones resonate most with each generation and the channels where this engagement occurs, brands can help reduce ad fatigue, increase relevance, and drive stronger outcomes across the funnel.
(Click each engagement space below to see the top mindsets, moments, and channels.)
What follows is a generation-by-generation breakdown of insights from our research, paired with expert guidance on how to reach each audience through omnichannel advertising.
Gen Z: Mobile-first and always connected
Gen Z exhibits a strong preference for on-demand content. They are 2 times more likely to consume on-demand audio and 1.6 times more likely to consume on-demand TV compared to other generations.
Gaming is a passion point: Gen Zers are 46% more likely than other generations to use gaming to unwind. Console gaming dominates, particularly for immersive experiences. Social media is also a key driver for discovery, but often in quick, lean-back moments. The generation is 21% more likely to use social media to check information than other generations.
Key mindsets and moments:
Distract me: Bite-size gaming and short-form video are key.
Get me in the zone: Music streaming and focused gaming sessions dominate.
Let me check: Quick information scans on social and mobile browsers.
What it means for marketers:
-Lean into mobile-first campaigns and short-form video.
-Prioritize programmatic audio during “Get me in the zone” moments.
-Use gaming as a strategic channel to reach Gen Z where they are most attentive.
Millennials: Multitasking and on the move
Millennials are avid users of streaming TV, with 76% opting for on-demand compared to just 46% for linear TV. Online video consumption is 21% higher than average, particularly during commuting, working out, and shopping. Digital out-of-home (DOOH) also performs well with this audience, with 73% recalling messaging seen on outdoor screens.
Key mindsets and moments:
Help me unwind: Streaming services, online video, and podcasts are go-to channels.
Keep me company: Audio during commutes, workouts, and daily routines.
Develop my interests: News and shopping sites for contextual browsing.
What it means for marketers:
-Target during commute times with mobile and audio.
-Lean into DOOH for high-recall brand messaging.
-Contextually align with shopping sites, news content, and on-the-go moments.
Gen X: Intentional consumption and loyalty to legacy media
Gen X prioritizes streaming audio and online shopping. Twenty-nine percent of their digital time is spent listening to audio content. They lean heavily into news consumption and are particularly responsive to pop and rock music. Social media remains important, with Facebook serving as a primary source for information-gathering and decision-making.
Key mindsets and moments:
Keep me current: News apps and online press are primary consumption points.
Help me decide: They turn to digital channels for research and product discovery.
Get me in the zone: Music streaming is used as a backdrop for everyday activities.
What it means for marketers:
-Prioritize streaming audio with contextual alignment to news and music.
-Activate through connected TV (CTV) during key news events.
-Use programmatic to layer audio, CTV, and display for a seamless experience.
Baby Boomers: Loyal to linear but warming to streaming
Baby Boomers are still largely loyal to linear TV, with 95% reach, but streaming is quickly catching up with 81% penetration. Their media consumption is heavily focused on news and current affairs, with browsing that is often planned and intentional. Streaming audio is growing for this generation, though it still trails traditional radio.
Key mindsets and moments:
Keep me current: News consumption dominates both linear and digital.
Help me decide: Baby Boomers research methodically and stick to trusted sources.
Let me check: Browsing happens in focused, preplanned sessions.
What it means for marketers:
-Double down on premium linear TV and streaming for incremental reach.
-Prioritize news content and early evening slots when engagement peaks.
-Activate programmatic to reduce ad fatigue through better frequency control.
Understanding the mindsets, moments, and channels that define each generation is key to building more resonant omnichannel strategies. By aligning campaigns with where consumers are most engaged, marketers can drive higher attention, deeper connections, and more impactful outcomes.
Source:
1. The Trade Desk Intelligence and PA Consulting, The Untapped Opportunity of Omnichannel, Germany, U.K., U.S., October 2024.
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