Week in review: Gen Z has high demands for brands

Read this week's top stories from Insider Intelligence. March 6, 2022 /ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc= [Week in review: Gen Z has high demands for brands]() Digital habits were supercharged through the pandemic. For those who had been around digital for much of their lives, however, the suddenly crowded digital ecosystem became a smorgasbord for them to snack on. And younger, more digital generations appear to be quite picky. High digital expectations could limit some behaviors in younger generations. For example, 43% of Gen Z fashion shoppers said they had shopped mostly or always online in the past six months, according to June 2021 findings from Think with Google and Trinity McQueen. This was the highest proportion across generations. However, only 48% said they would maintain that behavior in the next six months—a delta of 5 percentage points. The share of millennials who said the same was 39% and 57%, respectively, an increase of nearly 20 percentage points. It seems that brands won’t pass the Gen Z sniff test just by “being digital.” Being digital goes hand in hand with being engaging and meeting Gen Z where it’s at. “You need to have specific content and creative for different channels for younger generations,” said Asher Gordon, head of paid media at Tug. “They will often discover the product on TikTok before searching for reviews on Google, all while looking at unboxing tutorials on YouTube.” If brands don’t meet Gen Zers’ demands, they’ll happily go elsewhere. [Read the full article.]() [Does Your Ecommerce Strategy Match Up with Demand?](=/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) An omnichannel marketing approach can help ecommerce brands overcome challenges and drive revenue growth. Learn how to stand out from the crowd to attract and retain consumers as they shift between channels along the path to purchase. Join this live eMarketer Tech-Talk Webinar, presented by AdRoll. [Register Now](=/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) /ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc= [TikTok now has more than 100 million users in Latin America](=/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) TikTok’s adoption has exploded. In our inaugural forecast, we estimate that TikTok surpassed the 100 million user mark in the region last year. In 2022, users will surge 12.8% year over year (YoY) to 136.1 million. More than 3 in 10 internet users will be on the platform. [Read the full article.](=/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) [chart-image](=/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) [Podcast: Scaling CTV advertising, Android phones curb tracking, and WarnerMedia/Discovery is a go]() On this episode, we discuss how connected TV (CTV) advertising will scale and how AI is poised to help TV advertisers. Then for "In Other News," we talk about Google curbing cross-app tracking on Android phones and what to expect from the WarnerMedia/Discovery merger. Tune in to the discussion with chief product officer at MNTN Marwan Soghaier and our analyst Paul Verna. ["Behind the Numbers" is made possible by MNTN. Listen in.]() [chart-image]() [The top-performing categories and retailers of the 2021 holidays](=/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) The rubber band effect drove much of the top performing product categories and retail brands in 2021, as they snapped back from mid-pandemic lows. [Read the full article.](=/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) [chart-image](=/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) [Podcast: How Spotify is evolving, the real threat to its podcast lead, and SXM Media's new AudioID]() On this episode, we discuss Spotify's Q4 performance and what it tells us about how the audio streaming giant is changing. Then for "In Other News," we talk about what the biggest threat to Spotify's podcasting dominance will be and a new way to improve the accuracy of audio ads. Tune in to the discussion with our analyst Peter Vahle. ["Behind the Numbers" is made possible by MNTN. Listen in.]() [chart-image]() [How marketers should leverage social media in Canada]() As social network user counts reach new milestones, brand marketers can’t ignore this massive audience, its behaviors on different platforms, and the enhanced targeting capabilities now available from ad products. [Read the full article.]() [chart-image]() [Podcast: Disney+, HBO Max, and Paramount+ at the end of 2021, cord-cutting in 2022, and AVOD ad spending]() On this episode, we discuss whether Disney+ is back on track, how to read HBO Max's numbers, and whether Paramount+ can keep up. For "In Other News," we talk about why folks are cutting the cord today and why there's been a boost in ad-supported video-on-demand (AVOD) ad spending. Tune in to the discussion with our analyst Ross Benes. ["Behind the Numbers" is made possible by MNTN. Listen in.]() [chart-image]() [3 new things in social media AI: Reddit's Discover, Meta's innovations, and China's regulations](/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) Reddit rolled out a Discover tab on iOS and Android, which shows users an algorithm-driven feed of photos and videos from subcommunities (called subreddits) that users might be interested in. [Read the full article.](/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) [chart-image](/ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc=) /ODY3LVNMRy05MDEAAAGC_oLD6z9BEoL6bc3kv8tMmzClyvOgTgXd2q9r4GTGvrP1oCvjyBRDQ7baNmbMA43CN76vcTc= ©2022 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by Insider Intelligence Inc. 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