Demographics

While the metaverse is still taking shape, consumers are already interested in using it to enhance everyday experiences. About 60% of US teens and adults believe that virtual environments will make the process of finding a fitness or exercise routine significantly better, and the same percentage expect them to improve real estate shopping.

About half of internet users ages 10 to 41 spend money on video games worldwide, and younger users are more likely to cough up.

Around one-quarter of people in the US ages 13 to 34 are fans of the metaverse. But for every person who gives it a thumbs-up, there are about two in that age group who dislike or have never heard of the concept.

Kristin O’Brien, general manager of the Brand Platform at LTK, spoke with Insider Intelligence about targeting Gen Z consumers, the prevalence of social commerce, and back-to-school trends.

LGBT+ population grows in US but sees threats: Despite its increased numbers, this demographic group faces significant barriers to well-being and economic security.

Big Tech pauses office expansion: The economic downturn has pushed beleaguered companies like Meta to rethink their strategies. Workers’ reluctance to return is another reason for companies to stall expansion plans.

On today's episode, we discuss the biggest problem with media, how TikTok is taking on TV, how the newspaper business is getting on, the significance of the iPhone's 15th birthday, why you may buy your next car online, an unpopular opinion about Gen Zers and formal wear, the bestselling video game console of all time, and more. Tune in to the discussion with our analysts Dave Frankland and Evelyn Mitchell and director of reports editing Rahul Chadha.

In the US, 55.1% of Gen Z digital buyers ages 14 and older will use a buy now, pay later (BNPL) service at least once this year. That figure drops to 48.6% for millennial digital buyers and becomes progressively smaller among older generations.

Younger generations expect quick responses from brands: Gen Zers and millennials prefer text messaging over email with brands to facilitate faster communication.

Will influencer marketing spending face budget cuts? Some sectors hit by economic turmoil could take a hit, but overall growth looks poised to continue.

This year, 4.0 million Gen Zers (born between 1997 and 2012) will become social network users, up 8.4% over 2021.

Gen Z listeners aren’t big on podcasts: That’s a problem for Spotify, which is trying hard to get young listeners on board.

Juneteenth marketing misfires show DEI efforts need authenticity: Brands can gain the loyalty of Black consumers and other demographic groups by confronting and addressing pain points that uniquely affect them.

Like any long-lasting relationship, a partnership with Black consumers should start with a deep understanding and appreciation of the elements that make them, as individuals and as a group, unique.

Metaverse events roll out welcome mat for LGBT+ community: Brands seize on opportunities to celebrate Pride Month in the virtual world.

As many brands honor members of the LGBT+ community this Pride Month, consumers are looking for more than just a rainbow logo—they want action.

PepsiCo’s Bubly comes out to honor LGBTQ+ community: The brand’s Pride Month campaign includes financial support for safe venues.

Diversity, equity, and inclusion is seen as a marketing imperative: Verizon announced the results from its initiative to drive DEI change.

Insider Intelligence spoke with Gefen Skolnick, founder and CEO at Couplet Coffee, about what it means to create a brand catering to the interests of the Gen Z consumer.

TikTok use is being driven by younger adults: Almost half of the app's US users will be between 18 and 34 this year, a figure that decreases as the user segment gets younger and older. For instance, just 1.8% of TikTok's users will be 65 and older in 2022.