31 May 2023

Hi folks,

If Blackpink, Squid Game, and catwalk K-style wasn’t enough, the Korean Wave in popular media has created a new set of stars: the country’s doctors. It’s a trend we’ve been tracking for some time, but consumer interest in Korean culture is turning up in ever more surprising places. 

Scroll down to read more about boomer beauty, audio therapy, and Mermaidcore. 

Stats to power your week

📰 Internet users who provide incorrect information online are most likely to do so on social media (31%). But it’s not about spreading fake news – the most distinctive reason is to protect their privacy (40%). Back in August we saw social media companies were the least trusted organizations, and that sentiment looks to be continuing as many still avoid revealing their true identities online. 

💻 Throughout the pandemic, older consumers really ramped up their use of technology. In the past 3 years, their average daily time spent on mobile increased 31%, not to mention their average time spent on social media also rose 18%. There’s also some eye-opening growth when it comes to owning a smartwatch (+154%), listening to audiobooks (+55%) and following beauty experts on social media (+69%). 

💬 Knowing what ‘vibe’ social media users want on each platform can sometimes stump marketers, but our new Zeitgeist data gives us a clearer picture. Want to be popular on Discord? Bank on community-driven content (41% want to see it, more than anything else). Feel like hitting the mark with YouTube users? Try something informative (54%). Whereas if you want to make it on LinkedIn, maybe don’t crack a joke – just 12% of users expect funny content here.

⚽ There's just under a month to go till the Women's World Cup kicks off Down Under. Who's gonna win, I hear you ask? Among consumers interested in the competition, it's a toss up between China and Brazil (21%). At the bottom of the list, the omens aren’t good for Vietnam, Ireland, or Panama…

💚 You can’t discuss Gen Z for very long without their environmental credentials being brought up. But in the UK, they’re actually less likely to want brands to be eco-friendly than their older counterparts for the very first time. Though, they’re a bit behind the times on this one – we first saw this start to happen globally in 2020.

What’s on our radar

Uber is charging forward with sustainability and automation. The company’s rolling out 25,000 more EVs in a green push across India, while on the other side of the world, their new partnership with Waymo will provide autonomous deliveries and ride-hailing around Phoenix, Arizona. 

You might have to ask your mates to cough up some cash. Netflix is beginning its crackdown on password sharing in the US and other markets around the world. 

Adobe has added more AI features to its Creative Suite; Premiere Pro already received AI updates to support editing this month, but now its announced a creative copilot for Photoshop – Adobe Firefly. This tool is set to heat up competition among other generative softwares like Dall-E and Midjourney. 

Maybe luxury isn't so invincible after all. Shaky consumer confidence in the US has hit LVMH, Chanel, and Burberry. 

Combining AI, music, and wellness, Universal Music Group and Endel have teamed up to create AI-generated soundscapes that work to benefit the listener’s state of mind, acting as a personalized form of audio therapy.

There have been big developments in Sony’s PlayStation Showcase, including a handheld device linking to a console via WiFi, freeing you up to play anywhere in the house.  

You’ve got your wardrobe ready for Barbiecore, but with the release of Disney’s latest live-action film, you might need to indulge in some Mermaidcore as well. 

Car retailer Carvana used AI to send personalized marketing to over a million customers. 

A year after abandoning its plans, TikTok is having another crack at making livestream shopping happen in the UK and US. It’s also testing a new chatbot that could offer users another way to find their next favorite video.

Chart of the week

In the summer of 2021, head of Instagram Adam Mosseri said it was no longer a photo-sharing app. In January this year, he said that photos would become a focus once again. 

These strategic shifts are pretty understandable – different audiences on the app want different things, which you can see with the trend of watching Reels. Users are still making Stories as much as ever, but Reels are closing in and may soon overtake them in popularity. 

Our research shows Instagram is still the world’s favorite social platform. But with great power comes great responsibility to its various user segments.

Get more from GWI

Bits and bobs we thought you might like:

• 3 examples of sustainable brands hitting the mark with US consumers 
• Being a better ally: 5 US DE&I insights every brand needs to know
• Consumer spending habits in Australia