Gen Z is twice as likely as the overall population to discover products on social media (51.5% versus 25.5%, per our Path to Purchase research), but physical stores are their top choice for actually making a purchase.
TikTok Shop is Gen Z’s new favorite gifting destination: More than half plan to make a purchase on the platform this holiday season, lured by the prospect of a good deal.
The Kids Online Safety Act advances in a contentious vote: The regulation would force social media companies to restrict certain content for minors, but much is up for debate.
Social media usage is increasing for all generations, but most quickly for Gen Z. This year, US Gen Z social media usage will grow 7.7% versus 1.8% for the general population’s, according to our May 2024 forecast.
MrBeast’s season of scandal dampens Prime Video’s game show plans: A class action lawsuit alleges sexual harassment on the set of a game show aimed at young audiences.
On today's podcast episode, we discuss what people get wrong about Gen Z’s path-to-purchase, their relationship with stores, and how they differ from millennials. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Blake Droesch and Paola Flores-Marquez.
Entertainment’s multibillion-dollar Hispanic market opportunity: The group’s underrepresentation in TV and films opens a major avenue for engagement and financial growth.
Though not expected alongside Coach or Tory Burch, Walmart and Old Navy appeared at New York Fashion Week (NYFW) to draw attention to their latest fashion endeavors.
Why marketers should experiment with CTV ad formats: Interactivity and advanced targeting help improve ad relevancy and user experience.
On today's podcast episode, we discuss the social media platform that actually gets the most attention from Gen Z, why millennials are losing their native social app, the one boomers are adding to their smartphones the fastest, and more. Tune in to the discussion with host Marcus Johnson and our analyst Paola Flores-Marquez.
What to look for in the TikTok ban court case: Oral arguments began yesterday in a battle that will determine TikTok’s future.
WNBA breaks viewership and attendance records: Rookie stars fuel the surge, but financial challenges remain.
It urges stricter rules to protect minors from overspending in games like Fortnite and Minecraft.
Gen Z (55%) and millennials (62%) have made more travel purchases on their smartphones, compared with their older Gen X (44%) and baby boomer (28%) counterparts, according to March 2024 data by Hopper.
“If you’re a marketer looking to reach Gen Z, you need to be everywhere,” our analyst Blake Droesch said. Although Gen Z is known to spend a significant amount of time on social media, tapped into newer buying behavior such as social commerce, they also rely on physical stores. Here are three ways Gen Z’s path to purchase stands out.
Senate ramps up social media regulation for teens: Two landmark bills that require more protections for minors will move to the House.
73% of US Gen Zers say they make online purchases from creators, compared with 66% of millennials and 59% of adult consumers overall, according to June 2024 data by LTK.
Facebook tries to reverse its Gen Z problem: Instagram and Marketplace could form the core of an attempt to strike a chord with Gen Z users.
Gen Z is the critical force in digital buyer growth. Nearly 90% of the 14.7 million new digital buyers in the US between 2024 and 2028 will come from Gen Z. The pace of Gen Z digital buyer growth will be fastest between 2024 and 2026, before tapering off significantly, making the near-term period a critical era for brands and retailers to capture Gen Z loyalty.