蘑菇AV

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

Thirty-eight percent of US adults 55+ still name TV as their main news source, compared with just 18% who rely on social media. This demographic reality explains why Fox News leads all individual outlets at 14% of US adults citing it as their top news source鈥攚ell ahead of MSNBC, which sits at just 3%.

As the first digitally native generation, marketers must recognize that what works for older demographics won鈥檛 necessarily work for Gen Z. On social media, Gen Z expects brands to understand the different ways they use each channel, while on streaming, content remains king (though price is an important factor).

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha鈥檚 social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

On today's episode, we discuss whether social media in the future will become less social or if it will go away altogether, what the streaming wars' battle royale looks like, how easy it would be to replace Twitter and TikTok, how people think their demographics are portrayed in ads, the fight for the car screen, where Americans have moved in the last 10 years, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, analyst Blake Droesch, and vice president of Briefings Stephanie Taglianetti.

Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.

Despite brands scaling back DEI, commitment pays off: A new study shows demographics like Gen Z are cutting ties with brands that reverse their DEI efforts.

Brands are prioritizing creator attributes (17.7%) and audience demographics (10.70%) over follower counts. Brand safety has become a critical consideration in creator partnerships, with one in five brands citing it as a key factor in creator selection. Our take: Creator marketing's explosive growth shows no signs of slowing, but the strategy is maturing.

On today's episode, we break down everything there is to know about banking and the Gen Z demographic. In our 鈥淗eadlines鈥� segment, we discuss the article our analyst Tyler Brown published a few weeks ago about Greenlight, a neobank for kids, teens, and families. In 鈥淪tory by Numbers,鈥� the conversation revolves around why Gen Z is different from other generations and how banks need to cater to their mobile preferences. And in 鈥淔or Argument鈥檚 Sake,鈥� host Rob Rubin takes the position that in 10 years, there will be fewer than 500 consumer banks. Tune in to the conversation between Rubin and analysts Tyler Brown and Tiffani Montez.

Showing commitment to Pride pays off: LGBTQ+ consumers, representing large portions of key demographics, are willing to reward brands who stay the course.

On today鈥檚 podcast episode, we discuss which group of folks ChatGPT will affect the most next year, a social media ban for young people in Australia, how the 鈥渟nippet generation鈥� are influencing our world, what to make of this new group of 鈥渟ubscription pausers,鈥� movie theatre etiquette around throwing popcorn, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analysts Ross Benes and Evelyn Mitchell-Wolf, and Vice President of Content Paul Verna.

Compliance and market risk: Age gates, real-time ID checks, and government controls don鈥檛 just stifle social media companies鈥� operations, they clamp down a key demographic in the most populous growth markets. For marketers and platforms alike, the message is clear: Adapt to Asia-Pacific鈥檚 new rules or risk losing access to the world鈥檚 most valuable digital frontiers.

Survey Demographics.

As 2023 comes to an end, this is the data you need to kick-start 2024.

Survey Demographics. Source. JPMorgan Chase.

Like all consumers, for high-income consumers (earning $150,000 or more a year), the physical store is the top source of discovery, according to our US High-Income Consumers鈥� Path to Purchase 2024 report.

Key takeaways: Because other firms鈥� ESG and DEI initiatives saw many cuts this past year, an ongoing public commitment to environmental and social causes could play well with multiple demographics, including women, Gen Z, and other consumers interested in these causes. Young consumers remain socially conscious and eco-conscious鈥攁nd choose brands that reflect their values.

Trump skips Snapchat ads: Harris invests $5.3M to engage younger voters, capitalizing on key demographics ahead of US president election.