Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "gen z"
- TikTok led across CPG categories for Gen Z, with Instagram the second-most influential social-media platform for product discovery and Facebook third, Gen Z was three times more likely to opt in to tracking than Boomers and to receive more relevant ads when using online news and media sites, rather than opting out of tracking and receiving less relevant ads.
- Where do online shoppers start product searches and where do people get information on news? This has been a topic of discussion for years after reports surfaced that twenty-somethings were using TikTok to search for restaurants and other information on the site.
- Most Gen Zers believe media does a good job of reflecting them, and almost half say the same about advertising, SeeHer and Horowitz Research report.
- Wildfire Systems, a fintech platform that powers reward programs, and research firm Big Village have released the second annual report on consumer shopping habits.
- A deep dive into college students' behavior reveals pain, pleasure and panic at their ceaseless scrolling. Underneath all that, they're remarkably well-informed.
- New retail research from ICSC details what younger shoppers expect from their favorite retailers.
- Netflix could take a big loss among young subscription-owners in the shift to making free password-sharing users pay for the service, a study says.
- Gen Z's unique, multiscreen ways of engaging with TV offer advertisers new opportunities, underscores new survey.
- Younger consumers favor ads that are entertaining rather than educational. About 72% of Gen Z consumers are most receptive to ads on social media vs.19% of boomers, while 47% of the younger group is receptive to ads on streaming services vs. 28% of boomers.
- Merkle's report draws comparisons from pre- and post-pandemic data and shows the generational divide from Gen Z to Baby Boomers, highlighting what loyalty and reward strategies resonate most with each group.
- Piper Sandler's semiannual survey also sees a shake-up in footwear. And the Willow Project is intensifying environmental concerns.
- All that money brands spend on planet-friendly messaging? America isn't buying it, according to a GfK study.
- The report cited some companies effectively connecting with this consumer group, including Absolut, Apple, Grubhub, H&M, McDonald's, United and Virgin Airlines.
- Saatchi & Saatchi plunges into the domestic lives of young parents, explaining how they're ditching Instagram perfection for reality, self-care and mental health.
- Market and audience research firm GWI found that in advertising, 22% are interested in AI, but 18% are concerned about the technology.
- Younger viewers confirm that they spend more time on gaming and short-form non-premium video than traditional TV or even VOD movies.
- Young media consumers' high usage of short-form video content on social media and other platforms is not breaking news. But their trend line as they get older might be, according to a recent Horowitz Research study.
- Reddit wants to help brands predict the future - for example, when a restaurant should offer lab-grown food, or a beauty brand should offer DNA-based skincare treatments or DNA-personalized vitamins.
- A third space is defined as a place outside of work and home to relax, enjoy hobbies and escape the stresses of work.
- While purpose matters to all age groups, Gen X watches most closely. And companies like Dove, Colgate, and SodaStream win with all age groups.
- Nike, Lululemon and e.l.f. also reign in Piper Sandler's latest survey, with the environment and abortion emerging as top concerns.
- YouTube, Google and Netflix are the top brands according to Gen Z consumers, according to Morning Consult. Amazon and M&M round out the top five. “Two retailers also scored well, with Walmart at No. 5, followed by Target, No. 6, with each hovering around 80% favorability," per Chain Stores Age. "Nike was No. 12, and Apple was No. 20."
- The survey suggests White, Hispanic, Black and Asian-American consumers respond to economic conditions in very different ways. Marketers should avoid politically framing messages that appear in ads or social media and search related to the national economy, inflation or recession, says David Evans, content, product and solutions lead at Collage Group.
- Young people and high earners share video and personalization preferences, Idomoo reports.
- While older generations might be more likely to have the means to acquire luxury goods, they are looking to Gen Z shoppers to inform them of what is trendy. Gen Z frequently seeks out innovation. “That’s driving some legacy fashion houses to rethink streetwear and versatility,” with some premium legacy labels now dropping product more frequently and collaborating with “up-and-coming” brands, per Sourcing Journal.
- Gen Z consumers found it more difficult to buy a car online (22%) than any other generation, per a CDK Global study.
- A Horowitz Research October study of Gen Z shows that 45% still watch live TV regularly. It also shows that 78% are streaming TV content regularly.
- The apps tend to have a bigger effect on shopping habits in developing countries such as Mexico, Brazil and Vietnam.
- Piper Sandler's latest survey shows plenty of shifting among teens' favorite brands, with significant changes in spending, social media preferences and share of wallet.
- Share of time averages 54% for short-form video and 46% for TV content, a new study finds.
