🤷 Average daily time spent online has dropped this year more than it ever has before. Yes, it’s a post-pandemic correction, but the internet also feels kinda… middle-aged? Anxiety about using social media is on the up and, between Twitter’s new ownership, and Meta investing heavily in the metaverse, there’s a real feeling of “what next?”. (GWI Core)
🛫 The number purchasing vacations or travel tickets has increased by 19% since mid 2021. One of our trends is all about anticipating what 2023’s version of the “lipstick effect” will be – the purchases consumers make to treat themselves during hard times. Travel will be a big one, as will clothing and, uh, lipstick. (GWI Core, excl. China)
📟 Metaverse-interested consumers are more likely to be affluent, male, and heterosexual. Sounds like most fans of emerging tech, but those who prefer to spend their time online are actually much more likely to be female, LGBTQ+, earn a low salary, and/or have a physical disability. There’s currently a big divide between who wants the metaverse and who would benefit the most from it – one that needs to be bridged if it’s going to take off. (GWI Zeitgeist)
🔍 The number searching for products on social media has risen by 43% since 2015. But on top of social apps becoming the new search engines, consumers are now less trusting of online info, and we’re seeing declines in the number who spend time researching products, consulting experts, or looking at online reviews. (GWI Core)
✨ The number of Americans interested in astrology is up 11% since 2020. What do astrology, heavy metal, true crime, and superheroes all have in common? They’re all ways Americans are channeling some of their frustrations through their media preferences, and will continue to do so throughout 2023. (GWI USA)