Demographics

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.

Brands and retailers are celebrating Black History Month: Spotlighting Black-owned businesses, donating to nonprofits are frequent go-tos.

Gen Z’s love of Apple is its secret weapon: The cohort should help it build its advertising business for years to come

Gen Z adults are most likely to try new brands: But fading brand loyalty and longer paths to purchase mean retailers will have to work harder to earn their patronage.

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.

Black consumers prioritize brands that prioritize them: A new study highlights companies that resonate with a demographic group with growing purchasing power.

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.

2023 is the year of performance marketing. Budgets are getting leaner, and pressure is mounting for marketers to deliver. Advertisers need to be intentional about audience, platform, and measurement when serving up ads. Here are five charts every marketer needs for building the perfect ad campaign.

Gen Z will make up 20% of the population in the US this year, putting it solidly in line with millennials, Gen X, and baby boomers, per the US Census Bureau. That said, 42% of Gen Zers will still be minors, and as a result their spending power will remain below that of older generations.

The kids’ ad dollars are all right: While some sectors have seen slower ad growth, that’s not the case when it comes to childrens’ programming.