The caveat: We forecast that nearly 65% of Gen Zers ages 18 to 24 will use social platforms as primary shopping channels by 2027, making it difficult for Google Search and Shopping to gain market share. Our take: By integrating genAI and mixed reality, Google is simplifying the buying journey and reducing friction for both consumers and brands.
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| Mar 5, 2025
US influencer marketing spend will hit $9.29 billion in 2025, a 14.2% increase from last year, according to our March 2024 forecast. 59% of total US consumers and 73% of Gen Zers make online purchases from creators, according to an August 2024 report from LTK. Here are some of the ways experts see the creator economy expanding. Finding creators who play the field.
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| Feb 25, 2025
Tariffs imperil beauty industry just as post-pandemic boom slows: Costs are expected to spike as duties hit key imports, leaving brands scrambling to maintain sales without alienating price-conscious buyers.
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| Apr 17, 2025
Digital buyer growth is also coming from mobile-first Gen Zers. By 2028, there will be 8.5 million digital shoppers ages 14 to 24, up from 7.9 million in 2024. Digital buyer penetration is already high among buyers ages 18 to 24, at 97.2%, and will increase slightly to 97.5% by 2028.
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| Aug 22, 2024
Nearly 1 in 5 (17.5%) of Gen Zers prefer AI tools over Google, per Pearl, compared with 10.2% of millennials and 8.5% of Gen Xers. Copilot reviews are mostly negative. Only 3.3% of IT leaders said Copilot has provided significant value and it fails to deliver on 75% of what Microsoft said it can do.
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| Feb 24, 2025
Next steps: To learn what Gen Zers want from their banks beyond digital capabilities, read “Gen Zers want more than a great digital banking app” next.
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| Feb 7, 2025
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| Dec 3, 2024
Source: Deloitte
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| Dec 3, 2024
Source: Deloitte
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| Dec 3, 2024
Source: Deloitte
Key stats: 69% of millennials, 57% of Gen Zers, and 54% of Gen Xers worldwide prefer messaging apps like Skype and WhatsApp for customer service, per Genesys, indicating that the audience exists for Skype but Microsoft once more missed out on capitalizing on an opportunity.
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| Feb 28, 2025
I mean, that's obviously a good way to draw in Gen Z. And Emmy, you mentioned that Gen Z might not necessarily need to go to malls because they can do the same sort of socializing online.
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| Mar 12, 2025
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| Sep 11, 2024
Source: Insurify
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| Sep 10, 2024
Source: MERGE
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| Sep 10, 2024
Source: MERGE
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| Sep 10, 2024
Source: MERGE
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| Sep 10, 2024
Source: The Harris Poll
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| Sep 10, 2024
Source: The Harris Poll
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| Sep 10, 2024
Source: The Harris Poll
Major warehouse operators are enhancing their shopping experience and reinforcing their value focus to attract new members—especially Gen Z. Sam’s Club introduced technology to speed up checkout and ease store exits. Its membership income rose more than 12% in its fiscal Q4, according to Walmart’s February 20 earnings call. Costco is getting a lift from international expansion and ecommerce.
Article
| Feb 25, 2025
Gen Zers are even more likely than other users to trust health-related content on social media. More than half (53%) of TikTok users ages 18-29 say they trust health information on the platform at least somewhat, KFF’s Health Misinformation and Tracking Poll. One-third say TikTok is their main source of health advice, per Zing Coach.
Article
| Mar 4, 2025
In order to retain Gen Zers and creators, Meta may focus on more social aspects, including close friends lists and DMs. Using these more social tools may be new to social media managers and creators previously focused on virality, so make sure to also focus on building community. Creators: Download and diversify.
Article
| Feb 12, 2025
AI assistants and agents abound: ĢAV half (51%) of US Gen Zers and 70% of millennials interact with an AI-powered assistant daily, per ThinkNow Research. Alexa+ needs to stand out in a crowded market that includes Apple’s Siri and AI agents such as OpenAI’s Operator. Operator and Anthropic’s Claude 3.5 can autonomously browse the web and handle multistep tasks.
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| Feb 27, 2025
Gen Z is a growing part of B2B buying committees. Younger B2B buyers often look to peers and influencers for advice, and videos on social media platforms can significantly influence their perceptions and choices. Gen Z will watch long-form videos, but they prefer short-form digital videos, according to our data. The top B2B video platforms are LinkedIn and YouTube.
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| Aug 13, 2024
Although Gen Zers had the highest proportion of ChatGPT users of any age cohort in our survey, they aren’t using it exclusively. And among its panel of Gen Z consumers, Measure Protocol observed ChatGPT usage only in conjunction with other platforms (i.e., Google, YouTube, TikTok) in February 2025. When consumers turn to ChatGPT, they’re usually seeking information.
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| May 23, 2025
The platform’s unique offerings and Gen Z users keep advertisers around. Its user base continues to skew young, helping advertisers reach Gen Z. This would give Snapchat an advantage if TikTok were eventually banned in the US. It also continues to roll out new ad formats—like Sponsored AI Lenses—that help it differentiate from other social networks and attract advertiser interest.
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| May 2, 2025