Millennials are digital migrants, Gen-Z is native digital.

According to Nielsen’s new Total Audience report, millennials and Gen-Z now comprise 48 percent of the total media audience. Gen-Z in particular is now the single largest audience segment at 26 percent (although there’s a vast age range).

Because members of Gen-Z are different in key ways from millennials, the demographic shift holds some implications for brands and retail marketers.

Source: Move over millennials, Gen-Z now the largest single population segment