Social platforms are gaining in search: More US consumers are researching products on TikTok, YouTube, and Instagram, which could bode ill for Amazon and Google.
Gen Zers are ready to spend. The majority will be adults in 2023, meaning increased spending power. And they rely heavily on digital when making purchases: Gen Z will surpass Gen X in the number of US digital buyers by 2025, per our forecast.
Chewed out on Capital Hill: TikTok CEO testimony fails to convince lawmakers, leaving platform's future in the US uncertain
Scroll through TikTok and you’ll see young users explaining why acting millennial online is “cringe,” or embarrassing. But millennials are still the biggest buyers on social media. As Gen Z grows up, they’re gaining on millennials a bit. But millennials will continue to outnumber Gen Z—and other generations—on social media through at least 2026.
As the possibility of a TikTok ban grows in the US, users are looking for other platforms to satisfy their short-video needs. In a Cowen survey, 26% of adult US users said they’d switch to Instagram Reels, and 21% said they’d head to YouTube Shorts. Meanwhile, 37% had no plans to use another short-video app.
Next year, ecommerce will make up 75% of total US resale volume and reach $90 billion, according to our forecast. US resale is also growing faster than overall retail sales, and retailers want in on the market. Whether you’re launching a resale program or examining the opportunity, here are five charts to help.
The number of Gen Z mobile banking users will reach 33.7 million in the US this year and continue to grow at a compound annual growth rate of 12.4% through 2026, per our forecast.
Paid sharing will cost Netflix viewership in 2023: The streamer must avoid losing the long-term loyalty of Gen Z.
Record viewership for women’s sports is finally making brands take notice: A coalition of brands and sports leagues is pressuring networks to give women’s sports primetime slots.
Deemphasizing DEI: As the ad industry grapples with a soft economy, layoffs, and fading social justice fervor, diversity and inclusion appear to be lower priorities.
It’s no surprise that 18- to 24-year-old TikTok users spend a lot of time on the app—79 minutes per day, according to our latest forecast. But what’s not so obvious is that Millennials and Gen X users are gobbling up tons of TikTok videos, too.
Gen Z adults are more likely to pay attention to social media advertising than US adults overall, according to CivicScience. By comparison, the general adult population tends to notice other online ads and TV commercials.
TikTok offers a teen time limit as US ban talks boil over: Talk of serious action is heating up, and TikTok is waving olive branches to prevent the worst.
Black History Month ends, but some retailer commitments live on: Consumers—not just Black ones—increasingly see through performative marketing campaigns.
Gen Zers provide a pivotal opportunity for banks as at least 4 million of them will open accounts each year through 2026.
Gen Z’s love of Apple is its secret weapon: The cohort should help it build its advertising business for years to come
Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alpha. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings.
As Gen Zers’ buying power grows, retailers need to understand the best ways to connect and engage with them, whether that’s through leaning into product discovery or creating a more seamless payment process. We take a look at some of Gen Z’s shopping habits and what they mean for retailers.
Among Gen Zers in the US, those who watch both digital video and linear TV spend 13.1 hours per week with TikTok videos and other user-generated content, per Hub Research.
Just as Facebook became the platform that defined millennials’ social media experience, TikTok is cruising toward a similar status for Gen Z—but it’s taking a different route.
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