SURVEY: U.S. CONSUMERS WANT FEWER DEVICES BUT MORE TECH INNOVATION

Two fifths (41%) dislike managing their devices, while 28% say managing tech devices and subscriptions is “overwhelming,” according to Deloitte. The tech fatigue many consumers began feeling during the lock-downs of Covid-19 seem to have translated into a growing ambivalence towards technologies with U.S. consumers looking to both adopt new technologies and simplify how they… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT

Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years.  That’s according to new research* from Credos, UK advertising’s thinktank, which reports that the importance score this demographic attaches to ad bombardment has almost doubled, from 19 out of 100 in 2021… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

SURVEY: YOUNGER VIEWERS EMBRACE SUBTITLES

Nearly six in ten Gen Z viewers prefer to watch TV with subtitles according to YPulse. A new study from YPulse suggests that subtitles are being widely adopted by younger viewers as they watch TV, with 59% of Gen Z viewers and 52% of Millennials reporting that they prefer to watch TV with subtitles. The… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STREAMING WITH INTENTION – CONNECTING WITH THE NEXT GENERATION OF VIEWERS

Leaders from Braze, Roku, and McCann Worldgroup dissect the updated media landscape and how it’s consistently evolving. With more forms of media than ever before, marketers have to reimagine how they are connecting with younger audiences that have ever-evolving preferences. Astha Malik, chief business officer of Braze, sat down with strategists from Roku and McCann… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY UK: KIDS HAVE BRANDS ON THE BRAIN

 Children in the UK are spontaneously talking about more brands than ever before, according to research from Beano Brain. The insights consultancy arm of Beano Studios, which produces the eponymous children’s comic, conducted a year-long in-depth study of 60,000 7 to 14-year-olds for its second annual Coolest Brands Report, which now examines 100 brands rather… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

REPORT UK / USA: KIDS AND TEENS DRIVE STREAMING DECISIONS AT HOME

Kids content needs are the top reason why parents subscribe, stick with and drop streaming services, a new report from SuperAwesome finds. Parents are more likely to subscribe to a streaming service if the platform offers content that interests their kids, according to a new SuperAwesome report. The study, called Gen Alpha and Gen Z: In… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z DEMANDS MARKETING THAT REFLECTS DIVERSITY AND INCLUSION: STUDY

If you are struggling to engage Gen Z, you should keep one thing in mind: That 50% believe gender is non-binary and that they expect marketing to show sensitivity to that issue, judging by a study from SeeHer, conducted by Horowitz Research. Perhaps more importantly, 46% of Gen Zers expect brands to prove their commitment… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

CHILD-ORIENTED ADVERTISING OR THE BALANCE BETWEEN REGULATIONS AND ETHICS. WHAT ARE THE RULES OF THIS COMPLEX MARKETING DISCIPLINE?

For some business sectors, children are the main target group. However, the main question is - what is still allowed and what is already over the line while addressing kids via advertising?

WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

Millennial parents are first-generation digital natives and are bringing their understanding of digital life to bear in their approach to parenting, a new report says. Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation is the result of a year-long study by insights company Beano Brain, based on more than 200 hours of… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

It is human nature to live in contradiction. It’s part of what has always drawn us to the strategy and insights field. It’s my secret joy to zoom in on these paradoxes – to really hear and understand where the tension lies and what it might mean for someone’s behaviors and perceptions of the world… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY USA: GEN Z AUDIENCES HEAVY USERS OF MOBILE DEVICES WHILE WATCHING TV

New research from Samba TV highlights the importance of streaming media, mobile phones and social media for marketers trying to reach the elusive “streaming first” generation of adults aged 18-26 who are often referred to as Gen Z. Samba TV’s analysis indicates that streaming platforms are the go-to destination for content consumption for the Gen… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA

Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alfa. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings.… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP