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Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
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About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
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Demographics

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.

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.

Tinder is the go-to dating app among millennials and Gen Zers in the US, but when it comes to adults 50 and older, Match.com is the online platform of choice, per the Pew Research Center.

Children will make up 13% of the US population this year, making the future Gen Alpha about 46 million strong so far, per the US Census Bureau. Within that group, 26% will be Hispanic, compared with 19% for the general population. Some 7% will be two or more races, versus 3% for the overall population.

Snap continues its Q3 storyline into Q4: Users top estimates in fourth quarter, but dwindling cash is a hurdle to innovation and growth.

Discovery—not influencers—is what separates TikTok and Amazon’s ecommerce businesses: The retail giant is trying to replicate TikTok’s success via its “Inspire” video feed.