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Gen Z will be the fastest-growing group of digital buyers in 2025. In addition, they’re more willing than previous generations to switch brands. So, brands and retailers should focus on enticing them while also retaining existing customers.

Digital audio consumption continues to grow in the US. Younger audiences are leading the way, adopting platforms like Spotify and audio content like podcasts.

This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

Digital gaming is popular across generations. But Gen Zers and millennials are more likely to game on multiple platforms, seek community around the hobby, and pass the habit on to their children.

Consumer interaction and engagement with healthcare and pharmaceutical ads vary greatly by generation. Marketers must gain a better understanding of these differences to reach patients more effectively.

Gen Alpha’s shopping journey starts and ends on digital, with parents facilitating the way.

When we asked US banking customers how they felt about their banks using AI to improve their banking experience, attitudes were mixed—and often sharply divided along demographic lines.

Our second annual study of US banking consumers reveals the key characteristics that make each generation’s customer journey unique. Banks can tailor their acquisition and retention strategies accordingly.

Peru is Latin America’s fifth-largest retail ecommerce market by total sales volume. Although social unrest has stymied online sales growth over the past two years, the country has the potential to become a formidable multibillion-dollar ecommerce player in the region.

Understanding the nuances of how and where Latin America’s 293.2 million digital buyers spend their money online is key for brands and retailers to succeed in the world’s second-fastest-growing region for ecommerce.

Understanding the nuances of how and where Colombia’s 13.4 million digital buyers spend online is crucial for brands and retailers seeking a competitive edge in this emerging market.

New mothers are increasingly digitally native. But their digital habits are defined more by their children’s life stage than by their own generational cohort.

Chile is the fourth-largest retail ecommerce market by total sales and will be the No. 4 fastest-growing digital economy in Latin America. Understanding Chile’s 11.0 million digital buyers is essential for brands and retailers looking to capitalize on this resurging ecommerce market.​

Argentina's ongoing macroeconomic challenges and triple-digit inflation rates have curbed online consumer spending. However, pockets of growth opportunities still exist.

Understanding the nuances of how and where Mexico’s 67.5 million digital buyers spend their money online is key for brands and retailers to succeed in this thriving ecommerce market.​

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.​

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

Instagram shoppers and millennials are top spenders. TikTok shoppers buy most frequently. Gen Z has mixed habits on Facebook and Pinterest.

Gen Zers and millennials have normalized gaming into adulthood, but smartphones have opened the door for older generations.

Social media is crucial for B2B marketing success. However, B2B marketers’ ages may be affecting their campaigns’ effectiveness. Younger B2B marketers are leading the way in leveraging social media and data-driven strategies.

The number of LGBTQ+ consumers in the US is growing, and they seek authentic inclusivity from brands trying to reach them.

The smartphone remains Gen Z’s favorite device, as it’s the quickest way to access digital video and social media. But adoption of CTV and VR continues to rise.

The proliferation of loyalty programs has heightened competition, so retailers will have to dig deeper into their customer data to drive active participation.

Brazil is Latin America’s largest retail ecommerce market by total sales volume and will be this year’s third-fastest-growing digital economy worldwide. Understanding the nuances of how and where Brazil’s diverse consumer base spends its money online is key for brands and retailers to thrive in this highly competitive ecommerce market.