Gen Z feels better than millennials about its relationship with social media: But while platforms are popular brands among teens, data shows they can have negative mental effects.
Marketing and advertising has room for improvement on diversity: A study shows progress in female and non-white worker representation, but concerns remain.
Gen Zers aren’t watching appointment TV. They’re not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z’s media consumption looks like.
Orders made via buy now, pay later (BNPL) increased 85% over Cyber Five, according to Adobe Analytics. “It’s a win-win for retailers” as it increases basket size and boosts conversion rates, our analyst Grace Broadbent said on the “Behind the Numbers: Reimagining Retail” podcast.
“Attention must be earned in an instant.” That’s according to our analyst Paul Verna. “The dominant ad formats [on social media] are below 15 seconds and in some cases as low as 3 seconds.”
What does 2023 have in store for retailers? The answer is a bit of a mixed bag.
In the marketing lingo bingo game, “Gen Z” ranks at the top. (Yes, there’s also “TikTok,” but that’s largely due to its proximity to Gen Z.) So what happens when the hot topic is also the thing that makes you the most uneasy?
Meta is struggling after hemorrhaging money on its metaverse ambitions and as Instagram faces serious competition from TikTok. Meanwhile, TikTok recently reduced its global revenue goals for the year and could be facing some regulatory and legal hurdles ahead. And don’t even get us started on Twitter.
Mcommerce growth is slowing, but mobile’s importance isn’t going anywhere. The channel is vital for commerce on social platforms, retailer apps, and mobile browsers. But as digital tools enter retail spaces, mobile will prove important for more than just mcommerce sales.
Underage users are both an asset and huge risk for platforms: TikTok and games like Fortnite are thriving thanks to their young users, but controversy could make advertisers wary.
Though year-over-year growth of social buyers is slowing slightly following a two-year surge, US social commerce sales will continue to climb through 2025. We take a look at what’s driving this growth, which platforms are emerging as leaders, and what social buyers really want.
Consumer habits are changing, and Gen Zers are a major driving force. Their shorter attention span, social buying habits, and lack of brand loyalty will push several industries to evolve—especially as Gen Z’s spending power grows. These shifts in financial services, advertising, and social make up four of our top trends for 2023.
TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it’s the marketing strategy behind clothing retail American Eagle Outfitters.
Product discovery is the top reason Gen Zers in the US buy through social media, with 45% saying they did so because they found items they liked. A comparatively low 22% cited influencers and creators, while just 16% were swayed by the company or brand name.
Only 13% of US adults have used augmented reality (AR) or virtual reality (VR) while shopping. Though the overwhelming majority have not, 38% are at least somewhat interested in trying the tech.
The early results are in: Foot traffic saw increases week over week between September 19 and October 16, suggesting the holiday season may have kicked off earlier in-store, per Placer.ai.
Popularity with Gen Z isn’t enough to stop a US reorg at TikTok: With ad sales slowdown looming, the company is shuffling leadership and hoping social commerce moves pay off.
Marketers have their hearts set on capturing holiday dollars from Gen Z this season, but they shouldn’t run the same old marketing playbook if they want to succeed.
Just 14% of US adults regularly use cashierless checkout, like mobile scan-and-go and just-walk-out technologies. That figure is higher among 18- to 34-year-olds, at 21%, while only 6% of 55- to 65-year-olds use the tech routinely.
Hispanics fuel US population and economic output: The demographic group’s US consumer expenditures are growing faster than those of non-Latino consumers.