蘑菇AV

Voice assistant adoption continues to grow, but the pace has slowed. Gen Z and seniors are key growth drivers, while smartphones and smart speakers remain central to the ecosystem as innovation and fresh competition shake up the sector.

鈥淯nderconsumption core鈥� trends on TikTok: 3 in 5 Gen Zers are following the trend, leading many to cut back on online shopping.

The number of Gen Z social media users continues to rise, but it鈥檚 baby boomers who are fueling growth on TikTok and Snapchat.

69.0% of US baby boomers are willing to wait for a worker to unlock a product when they see it in the store, according to Numerator. That figure is much lower for millennials (56.5%) and Gen Zers (57.2%).

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

蘑菇AV clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

Voice assistants fumble the AI revolution: Despite genAI advancements, Big Tech鈥檚 assistants face stalled growth and disinterest from older users鈥�Gen Z and parents of Gen Alpha might be their saving grace.

2025 vision: Social platforms expect creators, Gen Z, and older users to wield more influence as a TikTok ban looms.

On today's podcast episode, we give out some 2024 retail awards for the most must-visit store, the Gen Z darling, the best innovator, the small stuff worth sweating award, and the comeback story of the year. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Vice President of Content Suzy Davidkhanian and Senior Analyst Blake Droesch.

From Temu鈥檚 rise to their interest in dupes, Gen Z prioritized affordability and convenience in 2024. Gen Z consumers also showed interest in in-person shopping, but crowded stores may be limiting their trips to brick-and-mortar retail.

The social media platform has fostered ties between financial institutions and Gen Zers.

Gen Z is the first mobile payments-native generation. By 2028, 67.8% of US adults will be mobile wallet users, per our forecast. Gen Zers are already way ahead: 85.1% made an in-store or online payment using their phone in 2023, according to Federal Reserve Bank of Atlanta.

Gen Zers and millennials are increasingly turning to social media platforms for health-related information. Here鈥檚 the data you need to ensure your marketing campaigns are reaching these cohorts.

TikTok is driving social commerce sales and buyer growth: The platform鈥檚 popularity and influence with Gen Zers contributed to its 2024 successes. We look at how that could change in 2025.