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An API, you say? Here’s the latest on the GWI API, how it actually works, as well as 4 empowering ways to use it to your advantage.

What is an API, anyway?

An API (Application Programming Interface) is a type of software which connects two or more different applications, allowing them to speak to each other. It provides greater flexibility, enabling you to pull data across from one to another and save time in the process. 

In case you didn’t know, GWI has an API that does just this, enabling you to effortlessly access and leverage GWI platform content and functionality within your own environment. Our data, on your terms. 

Here’s just some of the ways you can use it to take your analysis to the next level: 

1. Blend different data sets together for a holistic view of consumers 

Want to build a view that’s completely unique to you? Our API enables you to extract the data you need from our platform and blend it with yours. Whether it’s social listening, customer purchase data or ad performance data, combining your sources can result in richer, more powerful insights. 

2. Seamlessly integrate our data into your daily workflow 

Automatically plug in our audience insights alongside other data streams, like sales and social data, to your existing dashboards or internal tools to bring everything together in one place. Pull the data into bespoke graphs and customize your view to give different stakeholders the insights they need, when they need it. 

3. Manipulate the data your way

Got a specific insight or learning you want to explore in the data? With our API, you can pull the data you need seamlessly from the platform into your chosen program, and get to work. Compare, contrast and filter different data points with ease to get to the insights you need. Filter with complete freedom to build unique views, such as which data points have changed the least, or calculate % growth over a set period of time. 

4. Spot new trends, without the legwork 

Did you know the data from our API automatically updates the moment it refreshes in the platform? There’s no need to check it manually – you can rest assured that you’re using the latest, most relevant data in your analysis, so you never miss a trick. No fuss, no fluff, just the freshest insights, ready to be squeezed. 

Trying to reach your consumers without a solid plan is like making a TikTok on Twitter. While we applaud your experimental spirit, it simply won’t work. 

Now isn’t really a good time to take a trial-and-error approach with your ad campaigns. With quick turnarounds, tight business budgets, and consumers facing economic uncertainty, you need to know exactly what you’re doing if you want to reach the right audience. 

All it takes is the right formula to improve your ad performance and catapult your brand straight to the top of your audience’s must-have list. 

If your tried-and-true way of connecting with consumers leaves you feeling as if you’re fishing in an empty pond, we have a new way for you to hook your audience. 

Ready to catch your next customer? Let’s get to work. 

11 superfast ways to improve your ad targeting (without upping your spend)

1. Live and breathe data 
2. Pick the perfect platform
3. Become a KPI pro
4. Get granular
5. Go viral
6. Inspire an “OMG me!” moment
7. Ignore vanity metrics
8. Become the main character
9. Be choosy
10. Follow that funnel
11. Put a cherry on top with consumer insights

1. Live and breathe first-party data

From now on, consider yourself a data zen master. You must become one with first-party data. Why? Because your website’s data is the crystal ball that will show you much of what you need to know.

Data is your key to mapping out the ideal customer and building your target audience. 

You’ll get essential intel about who has been visiting your page, what pages they’re viewing, and what their process is before they convert from browser to buyer. 

So, where should you start? If you want clear, reliable data on user journeys, country visits, and audience demographics your first port of call is Google Analytics. For those of you already on GA4 – we salute you. 

2. Pick the perfect platform

When you’re not on the right platform for your audience, it can feel like you’re searching for something in the dark. Whatever it is, you won’t find it. 

To find out which social media platform is best for your brand, you’ll need to understand who your audience is and what content works best where.

LinkedIn (and Xing in Germany) are not just places to look for jobs – they’re where you can connect with business professionals. With 875 million monthly active users, LinkedIn has become the go-to for B2B marketing, career networking, and insider industry info. 

Our experience shows that Meta properties are key for reaching huge amounts of people in the most cost-efficient way. Looking to talk to Gen Z? Reach out to them on their favourite social media platform with an Instagram ad. Want to touch base with millennials? Try What’sApp or Facebook advertising.

To drive engagement and conversation, Twitter ads are the way to go. Just make sure you keep it simple and friendly. In 2022, Twitter users were 35% more likely to have unliked or unfollowed a brand in the last month. If you want to stay in their good graces go for content that works for that audience. They like tweets that are informational (55%), relevant (39%), and engaging (36%). 

In terms of researching products, social networks are Gen Z’s first choice (48% vs 44% for search engines), and could be millennials’ go-to soon (46% for social networks vs 47% for search engines).

3. Become a KPI pro 

There are no two ways about it – you need to know your KPIs like the back of your hand. 

Key performance indicators are a quantifiable way to keep track of what’s working and what’s not when it comes to business efforts. 

When you’re choosing an ad campaign objective, it’s important to pick one that falls right in line with your target. Depending on your goal, your KPIs should shift accordingly. After that, your job is to measure the metrics that matter. 

If you’re working on a brand awareness campaign, don’t freak out if you find that conversion rates are low. Remember, that wasn’t the objective. 

If your goal is to increase visitors’ time on your website, don’t stress if you notice that traffic hasn’t increased. It may sting a little, but that’s not what you were going for anyway, right?

It’s all about keeping your eyes on the prize and saving your concern for real issues – not when you miss a mark you weren’t really aiming for in the first place. 

4. Get granular

Friendly reminder: your ad campaign is not a rotisserie oven. You can’t just set it and forget it. 

For the best results, you should make it a point to check on activity daily and get used to exporting reports regularly so you can have an eagle eye on exactly what’s going on. This type of detailed targeting will help you make sure your ad performance is headed in the right direction.

Depending on the platform, you can split delivery by location, audience, persona, ad group or ad set, and keywords to apply manual optimization.

Don’t be intimidated by all of the information. Precision is your pal. Look at this kind of in-depth data like a companion and confidante that you can turn to when you want the real story. 

5. Go viral

Maybe (just maybe) there’s a little room for riskier content – as long as your goal is to drive engagement, not enragement. Remember these are tools, not rules.

Since your audience won’t come looking for you, you’ll need to go where they are. Social media and broadcast TV take up most of people’s time. On average, consumers spend 2 hours 28 minutes scrolling on their phones and 1 hour 52 minutes in front of the small screen.

If you want to connect with your core audience and discover new ones, consider creating a targeted ad that invites debate, dialogue, or friendly discussion. Turn to your target audience’s networks or favorite platforms, and put out relevant ads that will get their fingers flying to the share button. 

You don’t have to break the internet, but it never hurts to shake things up a little bit.

6. Inspire an “OMG me!” moment

Raise your hand if you’ve ever sent a friend a meme or TikTok video with no other explanation than a simple follow-up text that succinctly explains everything – “me.”

Consumers are drawn to personalized ads that make them feel seen, heard, and understood. 

39% of Gen X and millennials say that ads that change content or promotions based on specific consumer behavior are the most effective.

Consumers are starving for that personal touch that not only shows that you’re paying attention, but that you actually get them. Use audience insights to get familiar with their pain points, dig for data that uncovers what they care about, and make sure your brand delivers with authenticity.

7. Ignore vanity metrics

The first rule of vanity metrics is we don’t talk about vanity metrics. Yes, ad viewability is nice but if it’s not driving sales, you’re fighting with the wind.  

What matters are metrics that reflect your marketing and business objectives as closely as possible. Ask yourself what’s most crucial to your goal. Are frequency and reach most important? Are you trying to improve engagement or are you focused on conversion? Is retention what you’re putting your energy into?  

Once you identify what’s most valuable to you, start tracking and use that as a point of success to prove your tactics are working – or, if you need to, reevaluate and take another route.

When you’re behind the wheel, you should give your attention to metrics that drive impact. 

8. Become the main character

Your mission (if you choose to accept it) is to create targeted ads that stop consumers mid-scroll. 

The average person spent 6 hours and 39 minutes online on their PC, laptop, tablet, or mobile in 2022 – imagine how many brands, products, and accounts they are exposed to every single day? 

The attention economy is a hard battle to fight. You have to stand out from the crowd every time you put your brand out there. How? You’ll need to make sure you can prove you understand your audience, add value beyond just capturing their attention, and create insight-led campaigns that resonate on a deeper level. 

In a highly-saturated digital universe, time is money. The only way to make your dollars make sense is to get all eyes on you. 

9. Be choosy

When it comes to booking with a vendor, don’t hop on the first thing smoking. Take your time and check out the scenery. And by scenery, we mean proposal options. 

Though it may be tempting to go with the first or flashiest choice, it might not be the most cost-efficient one. It’s important to consider other factors. Take content syndication for example. Ask yourself: is this a good audience fit? Will it offer you unique reach? What is the contextual relevance?

Compare and contrast every attribute to make sure you’re really making the right choice for your brand and its goals. If it’s not all green lights, then move on. 

This isn’t our way of saying play hard to get. We’re just saying if you have more than one option – choose wisely.

10. Follow that funnel

If ad targeting is a game, you’ll want to follow all the activity from the first quarter to the final bell – as in, every single step of the way. This will help you attract, engage, and convert consumers. But only if you can discern the winners from the losers. 

It’s pretty straightforward. The winning ads will be the ones that help leads stick throughout the entire funnel. The losing ads will be the ones that fizzle leads out before they make it to the end. But you’re not done once you figure out what’s landing and what’s crashing. 

Got a lot of form fills? Great! Now find out how many of those submissions go on to convert further down the funnel. Keeping track will give you the scoop on what kinds of ads sink or swim with your audience.

11. Put a cherry on top with consumer insights

Can we please speak to the person who insists you can’t have your cake and eat it, too? We have a platform that proves you can have it all. 

Data-driven decisions start with data you trust. That’s what makes consumer insights and market research such invaluable tools. Whether it’s figuring out how Gen Z feel about their finances, understanding how baby boomers find new products, or discovering more niche facts – like which country loves fake tan the most.

Our platform does the heavy lifting with on-demand insights so you can become an expert on your audience. 

Our platform is designed to elevate your first-party data, sort through the noise, and cut straight to the point with smart tools that keep you ahead of the curve. You can create and explore unique audiences from over 200K profiling points, run an analysis, and visualize your in-depth findings. Plus, don’t forget you can customize your view in a way that works for you. 

Our recipe for success is built into the platform. It’s our job to make connecting with consumers easy. That way you can focus on doing what you do best: discover the insights you need, spot trends from a mile away, create winning campaigns – repeat.

We’ll leave you with this 

Not to get poetic, but the words of Goethe definitely ring true: “What makes [people] great is their ability to decide what is important and then focus their attention on it.”

In this case, we’re talking about techniques you can use to improve ad campaigns. 

If you can zero in on what works, you’ll have a beeline straight into your consumers’ line of view. All without increasing your ad spend.

The rising cost of living is wreaking havoc with consumer spending habits. People are torn between wanting to go out and enjoy life post-pandemic, and needing to slam the brakes on spending to combat inflation.

And as food, transport, and energy prices continue to rocket in what some are calling the “bad vibes” economy, consumers aren’t the only ones cutting back. Mass tech layoffs and the collapse of Silicon Valley Bank are also rocking the boat, fueling the uncertainty that people, businesses, and the Federal Reserve are all feeling right now.

But interestingly, not everyone’s behaving how you’d expect in a cost of living crisis. Here are the top 10 consumer spending trends worth knowing:

1. Most consumers have a positive economic outlook

To be clear, we’re not saying the effects of inflation aren’t being felt. They absolutely are. Since March 2022, the number of consumers saying inflation’s had a dramatic impact on their finances is up 24%, while the number saying they’re spending less is up 27%.

But despite many feeling the pinch, economic outlook among consumers remains largely positive. 

55% think their personal finances will actually improve in the next six months.

Those scary media headlines aren’t shaking people up as much as you’d expect. As it turns out, consumers’ views of their country’s economy are most influenced by changes in their daily life, rather than news from the government or central banks.

2. Gen Z have their eyes on non-essential buys

Some short but sweet insights for you here. 32% of Gen Z and millennials say they’ll end up spending more on non-essentials in 2023, compared to 20% of older consumer groups.

With many young shoppers still living at home (and often rent-free), they’ve found a way to prop up their disposable income. 49% of Gen Z in Western markets say they live with their parents, rising to 72% in APAC. 

That’s a huge household spending pool of opportunity, and exactly the kind of financial optimism budget-strained brands need to be tapping into right now.

3. Holidays are hot, hot, hot

The travel boom rages on. Buying vacations abroad is the fastest-growing major purchase, seeing a 36% rise in Europe and North America since Q4 2021.

It’s no wonder pent-up demand for travel is sky high. In the peak of the pandemic, half of consumers delayed buying vacations. 

With Covid restrictions now a distant memory, those with disposable income are making up for lost time and treating themselves to a much-needed getaway.

While 30% of consumers say they’ve cut back on travel spending in the last 12 months, some travelers are more willing to push the boat on vacations. Our data shows those looking to spend extra on pampering while on vacation are 37% more likely to look for top-range options. Very fancy.

4. Luxury brands are still thriving

On that note, some premium brands are still popular with consumers. Purchases of fragrances and cosmetics are up, and when it comes to clothing, saving on style is big right now. 

In the United States, more people are buying from “affordable luxury” retailer brands like TJ Maxx and Old Navy. And it’s a similar story across the pond. 

Since Q4 2021, we’ve seen year-on-year growth in UK consumers buying high-end weekly treats from Häagen-Daaz (+33%) and Starbucks (+21%).

While budgets are tighter than usual, consumer behavior makes it clear people aren’t willing to give up their little luxuries just yet.

5. Quality matters more than cost

You wouldn’t be the first to wonder why luxury retail sales are up in a cost of living crisis. Changing consumer spending habits reveal the most influential purchase drivers, and they give us a big clue.

The most important thing brands should know? Across 12 markets, 53% of consumers say quality is the most important purchase factor, while cost is a secondary consideration at 36%. That explains last year’s record Black Friday sales in spite of price hikes.

Other rising purchase factors include brand trust, good reputation, and positive customer reviews – proof it’s not a race to the bottom to stay competitive. Focus on building consumer confidence instead.

As the de-influencing trend takes hold of consumer spending, trust and authenticity play an increasingly important role in positive brand perception. Over half of Americans most want companies to be honest.

6. Grocery price worries are waning

Looking back at last year’s Zeitgeist data, the rising cost of food was consumers’ biggest inflation concern. Now, it’s becoming less of a worry as people adjust to price hikes. 

19% of consumers say they’ve reduced spending on groceries in the last 12 months, and only 16% are looking to spend less on them in the future. 

It’s debatable whether this consumer trend is due to the weekly shop costing more, or people being unable or unwilling to cut back on essentials. Either way, it’s a key lesson for brands concerned about the impact of price rises. 

And so is this: generally speaking, seven in ten want to be informed of a price increase at least a month in advance, so give shoppers plenty of notice and tell a clear, concise story. Older consumers most want to know when a price rise will happen, while younger consumers want to know why.

7. People won’t pull the plug on home entertainment

Some consumers are choosing to make cutbacks to their social lives to save money, with two in five saying they’d spend less on nights out or eating out moving forward. 

Desire for “cheap nights in” may explain why the cost of home entertainment isn’t an issue for most.

Just 11% of consumers are planning to cancel their TV subscriptions in the near future.

Though they’re spending more time at home, fewer people are buying furniture, tech, and white goods – a stark reversal of the refurb trend we saw in lockdown.

8. Cooking is cool, but eating out is growing again

When it comes to food, consumers are becoming more frugal. But it’s good news for grocers and those in the meal kit delivery market, as 44% say they’re planning to cook at home more. 

HelloFresh is going down a storm in the United States right now, with the number of Americans buying meal kits up 17% year-on-year. Clearly, convenience matters when it comes to home cooking. Just look at how mad people are going for air fryers right now.

That said, the number of consumers eating out at restaurants has grown 6% since Q4 2021. It seems people still can’t resist the odd treat meal out.

9. The secondhand market is super trendy right now

Thrifty shoppers are falling in love with pre-loved goods. The number of Americans who say they’re comfortable with buying secondhand items is up 7% year-on-year, with 26% of Gen Z and 24% of Gen X most likely to say this.

There’s even been a slight increase in those saying they often make impulse purchases of secondhand items – and 1 in 4 US Gen Z say they do.

Meanwhile in the UK, 15% say they’ve used Vinted in the last month, and a further 21% want to sell things or buy pre-loved goods. 

Clothing is one of the most popular treat purchases, so it’s no wonder people are looking for affordable ways to stay stylish and sell stuff they no longer wear to make a little moolah.

10. Even savers can’t resist feel-good treats

Looking closely at consumer spending trends, there’s a clear pattern of saving behavior unfolding. We see it in the growth of secondhand buying, home cooking, and cozy nights curled up in front of the TV. 

And with one in five saying their savings would only cover their expenses for a month or less, it’s no wonder people are turning to fintech budgeting tools like Revolut’s “savings vault” to manage their money. 

Across 12 markets, 34% of consumers plan to set a personal budget. 

But even in a financial crisis, impulse buys are still sneaking into shopping baskets. It’s the “lipstick effect” we’ve seen in past recessions, where discreet treats like makeup and barista coffee serve as mini mood boosters.

As people try to rebalance their lives with everything going on in the world right now, who can blame them?

The bad vibes economy is coming. But it’s also kinda already here. And there’s a chance it’s not actually going to be that bad. We know, it’s confusing. 

On one hand, consumers are pruning their budgets, but they’re also indulging in life’s little treats, like exorbitant Beyonce concert tickets and $40 water bottles. And just a few months ago, consumer spending hit historic levels (hello, Cyber Monday). But now, 27% more consumers are spending less money.

Mixed signals, anyone?

Inflation hits everyone differently. As of Q4 2022, 25% of consumers in 9 markets say inflation has had a small or no impact, 43% say it had a moderate impact, 26% say it had a dramatic impact, and 6% aren’t sure. These numbers shifted from Q4 2021, where 29% of consumers said inflation had a small or no impact, 47% said it had a moderate impact, 21% said it had a dramatic impact, and 3% weren’t sure.

Because the slowdown story is such a sensitive topic, the only way for brands to survive this unpredictable time is to make sure their content marketing strategy is on the right track. Whether consumers are feeling the pinch or re-prioritizing their spending power, you need to understand how to connect with your target audience while they figure out their budgets and buying habits. 

Let’s fill in the blanks. 

5 ways to connect with consumers in an economic slowdown

1. Stay close to the data

2. Less is more with luxury consumers

3. Authenticity is everything

4. A little treat goes a long way

5. Talk to your next audience now

1. Stay close to the data

Meet your new best friend, data. From here forward, the two of you have to be inseparable. 

Data should be your go-to for crafting brand marketing that’s relevant, consumer-driven, and, most importantly, sensitive to what’s going on with your customer base. 

Data is king if you want to connect with people who are becoming more risk-averse and modest in their spending. 

But don’t be fooled – consumers are still buying things. That means it’s your job to know what messages will land by not only focusing on what motivates shoppers, but also tapping into the nuances behind buying behavior in different markets.

In places like Argentina where consumers are experiencing one of the highest inflation rates globally, people are actually less likely to say they’re price-conscious. Yet in Japan, where consumers are used to low inflation rates, they’re much more sensitive to rising prices. 

These small details have a huge impact. They give you the opportunity to fine-tune your marketing strategy to ensure you’re using the right concepts to reach the right audience. 

No more poking around in the dark for you.

2. Less is more with luxury consumers

When it comes to luxury advertising, the name of the game is discretion. Tasteful advertising is how you win. 

Big spenders aren’t into the pomp and circumstance of their pricey purchases – they’re not in the mood to show off right now. In fact, the number of US consumers who say they like being the center of attention has dropped by 13% since 2021. But, they’re still dropping cash. 

Recent retail trends reveal the highest income earners have big buying plans in the next 3-6 months compared to other income groups. 32% plan to buy a domestic vacation, 24% plan to buy new jewelry, and 21% plan to buy a new handbag. 

So, how do you reach audiences that are still spending? 38% of consumers say the most effective method to sell a product is an ad with content or promotions that focus on and adapt to their specific behavior. And right now, they’re conducting themselves like shoppers who prefer to keep their spending on the hush. 

The opportunities to reach out to luxury buyers are there, but it’s time to use your inside voice if you really want to connect with them. 

3. Authenticity is everything 

Things have come a long way since the ‘90s but one adage from that era holds true to this day: keep it real.

Nothing draws in a loyal customer like advertising that’s authentic, honest, and transparent. It’s all about consumer confidence and building trust with your audience so they feel comfortable spending – even if you need to make some changes they may not be too keen on. 

We can look to brands like Pret for guidance on how to break bad news in the best way. When they needed to raise the prices of their products, they offered their customers a clear, simple, and earnest explanation. 

The team sent out an email six weeks before the changes that explained why they were raising prices (inflation, staff wages, and VAT), when the changes would take effect, and why consumers were still getting a good deal.

This went over well with shoppers because it turns out that price is the last thing they care to know about. Consumers are more interested in knowing when a price increase will happen (30%), why it’s happening (28%), and how it will affect them (26%). 

Long story short: no need to beat around the bush. They just want it straight, no chaser. 

4. A little treat goes a long way

If you think consumers with lean budgets are depriving themselves, we need to talk about lipstick. Wait, we can explain.

As our senior trends manager, Katie Gilsenan, points out: “During the 2001 recession, the phenomenon known as the “lipstick index” was born, when Estée Lauder observed increases in lipstick sales. In 2023, we can expect to see a similar story.”

It makes sense, then, that brands like Ulta saw incredible Q2 earnings across all major categories and Walmart is now giving shoppers a break on cosmetic prices with inexpensive “Beauty Finds.”

People are spending less, but they’re also looking for more ways to sneak in affordable indulgences that make them feel good – which is even more important during hard times. 

The key to positioning your messaging and ads is to speak to your audience on an emotional level – whether you want them to go for a little treat or bigger goods. If you can tie your strategy to a feeling or an experience, you’ll find your in. 

5. Talk to your next audience now

Want to connect with the new class of consumers? Talk to Gen Z, millennials, and Zillennials. Yes, Zillenials. They’re like the middle child between Gen Z and millennials.

These generations are not only more likely to say they’ll spend on luxury and entertainment, but they’re also optimistic about the future of the economy and their finances. Oh, and they live with their parents (49% of Gen Z do in Western markets, and 72% in APAC).

Although they have less spending power than older groups, they have more to spend thanks to free rent. With the number of US consumers aged 16-24 saying they buy designer brands every 2-3 months up 13% and 25-34 year old consumers being the most frequent buyers of designed brands, it’s safe to consider them the new luxury shoppers. 

Brands like Nike and Under Armour got the memo. The infamous Just Do It brand is putting Gen Z in China on center stage with their latest marketing efforts and Under Armour just released a sneaker designed specifically for this high-rolling generation. 

Let’s bring it all together 

Now’s the time to make sure every move is backed by actionable insights that zoom in on how consumers are feeling, how their spending habits are shifting, and what they want from brands while the bad vibes economy rattles our purse strings. 

It’s essential to remember that not everyone will be feeling the effects of this economic uncertainty in the same way. 

Marketers are going to have to turn to data and learn to read the room in order to create campaigns that speaks to both the buyers and budgeters.  

Gaming is big right now. Like, huge.

Popular games can earn more than box office hits, in-game virtual concerts pull in a ton of views, and Gen Z/millennials are actually spending more time on their consoles post pandemic.

When you want to talk about consumer power, gamers are the group to watch. 

Because this diverse audience is so massive, getting a deeper understanding of their world helps brands identify opportunities they might miss otherwise. The question is how?

That’s where we come in. We’ve dug into the data to uncover the answers to these burning questions:

• What’s the most popular video game genre in 2023?
• Which gaming franchises are most popular with consumers?
• What are the top gaming franchises by generation?
• What are the top gaming genres by generation? 

If you’re ready to connect with gamers, let’s press start. 

What’s the most popular video game genre in 2023?

Our most recent data shows that gamers are locked and loaded when it comes to shooter games. In Q3 2022, shooter was the most played gaming genre, with 57% of consumers saying they played at least one shooter game in the past 12 months. 

That’s right on target with expectations, as shooters have been the most popular genre in the gaming industry for the last five years running. Often considered a subgenre of action, shooter games test players’ speed and reaction, where their main purpose is to eliminate opponents and complete missions without being taken out by an enemy.   

The second most popular gaming genre is action/adventure (54% say they’ve played this in the last 12 months) followed by sports (39%), racing (39%), and puzzle games/platform (37%).  

The popularity of these games goes beyond the console. Take the 2013 action/adventure game “The Last of Us” for example. This was recently turned into a TV series by HBO Max that became their second-largest debuting series, with an impressive 4.7 million viewers across linear TV and their streaming platform. Plus, it’s all anyone’s talking about right now. Like, seriously. 

Now that’s what we call fan engagement. 

What are the top gaming genres by generation?

You know how they say “different strokes for different folks”? The same goes for gamers.

Although shooters are the most popular gaming genre among global consumers, there are some notable differences across age groups. Let’s take a look at why.  

Based on our data, we can see that both Gen Z’s and millennials’ biggest motivation for gaming is good old-fashioned fun, followed by relaxing or unwinding. 

This changes up a bit when we get to Gen X. Their main motivation for gameplay is to relax or unwind, followed by fun, which may explain their preference for puzzle/platform games, their third favorite genre.

Want to get even more granular? We got you. Here’s our breakdown of favorite gaming genres by generation.

Let’s start with Gen Z. Their favorite gaming genre is shooters at 66%, closely followed by action/adventure games at 62%. There’s a bit of drop before their next group of favorites which are simulation games (43%), multiplayer online battle arena (42%), and sports games (41%).

Just like their younger counterparts, millennials favorite genre is shooters at 62%, with action/adventure coming in second at 58%. Racing and sports games are tied in next place at 44%, and simulation games come in last at 42%.

For Gen X, action/adventure games and shooters are tied as the top favorite at 46%. Puzzle and platform games make their debut as a gamer favorite with this generation at 35%, closely followed by sports (34%) and racing (33%).  

Which gaming franchises are the most popular?

When it comes to favorite franchises, gamers are into shooting – both opponents and soccer balls.

In Q3 2022, Call of Duty (CoD) was the most played franchise, with 21% of gamers saying they played this first-person shooter video game within the past 12 months. 

What’s behind CoD’s massive success? Its mobile gaming debut in 2019 is likely to have helped to cement its popularity. In just one day, the game reached 1 million downloads. With 81% of gamers using smartphones to play, going mobile may be what keeps this classic game in the spotlight for many years to come. 

FIFA ties with CoD at 21%. Even though there was a general lack of excitement surrounding the World Cup last year, FIFA remains a firm favorite among gamers. EA’s latest FIFA 23 release recently took first place on the European retail charts as the best-selling game in January. 

Other popular franchises over the last 12 months include Minecraft (19%), Mario (17%), Player Unknown’s Battleground (PUBG) (16%), and League of Legends (15%). 

What are the top gaming franchises by generation?

For Gen Z, their favorite franchise aligns with their genre preferences, with Call of Duty coming in at number one. For millennials and Gen X, FIFA takes the top spot. 

Here’s a breakdown of the trending franchises by generation. 

Gen Z’s favorite game franchises: 

1. 26% – Call of Duty 
2. 26% – Minecraft 
3. 23% – PUBG (Player Unknown’s Battleground)
4. 23% – FIFA 
5. 21% – Grand Theft Auto 

Millennials’ favorite game franchises: 

1. 23% – FIFA
2. 23% – Call of Duty 
3. 20% – Mario 
4. 18% – League of Legends
5. 17% – PUBG (Player Unknown’s Battleground)

Gen X’s favorite game franchises: 

1. 18% – FIFA 
2. 15% – Call of Duty 
3. 15% – Mario 
4. 15% – Minecraft 
5. 11% – Fortnite

Put this in your back pocket

The key thing for brands to remember is: gamers aren’t just playing games. They’re consumers, too. 

They watch live gaming videos on streaming platforms, share images and videos of their gameplay on social media, and purchase in-game features to show off to their friends. 

The point is, gamers are complex consumers with multiple hobbies and habits that provide a lot of unexpected opportunities for brands.

As our trends manger, Tom Morris, explains: “It’s important to note that not all gamers will respond in the same way, but refusing to treat this audience with nuance means missing out on an opportunity that’s too good to miss.”

Bottom line? Being able to tap into gamers’ interests and follow their lead is the key to success for any brand hoping to engage this huge global community.

Question: If Brand A is trying to figure out what social media platform its customers like the most and Brand B wants to know the education level of its target consumer, which one will be able to understand its audience faster?

Answer: the one using our new feature – instant audience insights.

Brands are trying to navigate tight budgets, quick turnarounds, and the cut-throat world of the attention economy. So they really know the importance of having captivating campaigns that turn browsers into buyers. 

It takes a healthy combination of deep data, actionable insights, and valuable findings that you can use to set your brand apart from the competition. When it comes to keeping consumers interested, having the right angle is essential.  

But that takes time. And time is money.

To save you the trouble, we’ve found a way to make it seriously simple for brands and agencies to get a lot of useful data with just a little effort – and even less stress. 

Drum roll please. Our instant audience insights tool is ready for you.

What’s this magical tool you speak of?

This feature is what happens when innovation meets speed. All it takes is one click to get a snapshot view of consumer demographics, interests, and attitudes.

You get straight to the data without all the digging. That means you learn way more in less time. 

Here’s how you can use it

Step 1.  Create an audience

It’s up to you whether you create a new one in the GWI platform or use an existing audience to get started.

Step 2.  Click ‘View instant insight’

In the upper right corner, you’ll see where to click to start generating your insights.

Step 3. Wait for the magic to happen

The tool gets to work in a matter of seconds.

Step 4. Get the goods at a glance

Instant audience insights will quickly generate top data points based on the most popular profiling points from GWI Core, GWI Core Plus, GWI Zeitgeist, and any custom data sets that you might have.

Step 5. Flick through the cards, or export them as a PNG

Browse through your findings and share visuals with your team.

Step 6. Explore your instant insights in dashboard form 

Slice and dice, or zoom right out to get an overall picture of your audience in a neat dashboard.

Why should you use instant audience insights?

When you have high-priority projects with low turnaround time, you need to get straight to the core of your target audience – fast.

Instant audience insights are designed to challenge your assumptions or confirm your gut feelings. 

You’ll be able to quickly identify growth opportunities, improve existing products, and use your speedy findings to create content that really hits home with your target audience.

You’ll get a better understanding of how consumers discover products and services, what media they’re consuming, what they want from brands, and more. 

What does it look like in action?

We’ll use these three audiences below to demonstrate how we break down consumer data into easy-to-understand details that let you pair your intuition with on-the-spot insights.

Here’s how you might want to use it.

Making data the superhero with Marvel fans 

Imagine you’re trying to come up with content that really resonates with your superhero-loving target audience. You may have some assumptions about this action-obsessed consumer you want to connect with, but you just want to make sure you’re heading in the right direction. 

After creating an audience and running the instant audience insights tool, you see that some of your spidey senses are true. You’re spot on about Marvel fans being mostly male millennials, but you quickly notice some of your bases weren’t covered. 

With this tool, you could see that almost 30% are thinking of taking a domestic vacation in the next 3-6 months and 38% find out about new brands and products through search engines. 

Winning a slam dunk with sportswear buyers

Let’s say you wanted to double-check that what you’re thinking aligns with the cold, hard data. You’ve got a hunch that sportswear buyers are mostly female Gen Zs fascinated by fashion – because you’ve seen streetwear trending all over TikTok. 

A quick look at the results shows that your hunch wasn’t quite on the mark in some areas. Sportswear buyers are actually mostly millennial males, and their biggest interests are music, food, and drinks. Time to restrategise at half time. 

Finding indestructible insights about Despicable Me/Minions fans

For this audience, you’re sure you have it easy. In your mind, Despicable Me/Minions fans must be Gen Alphas that want brands to make them feel like they’re a part of an exciting community. 

You’ve convinced yourself it’s a straight shot, but the data throws you a villainous curveball. To your surprise, you discover that Despicable Me/Minions fans are mostly made up of millennials with full-time jobs, and 62% of them expect brands to be socially responsible. 

How it all comes together

Instant audience insights give you a real competitive edge. This rapid research tool is your secret weapon when you want to move quickly with data-led decisions that will help your brand expand its reach and explore new avenues for growth.

With instant audience insights, the key to understanding your consumer without any delay is truly at your fingertips.