Marketers have more targeting options available than ever before. But with the proliferation of channels, alongside the plethora of new trends emerging across the social media landscape, it can sometimes be harder to identify the lasting consumer behaviours.
As we kick off 2025 we wanted to pick out a few key insights and trends that caught our attention and shed light on the generational differences between the influences at play on consumer behaviour which marketers can use to their advantage.
Whilst survey data about channel consumption can be a useful tool for framing our understanding of the role that different channels play through the purchase funnel, Starcount is in a unique position to analyse actual media channel subscriptions and spending habits to gain a deeper understanding of the outlets that consumers view as preferable.
Generational audience subscriptions last year
*Note: TV Licensing numbers for 65+ age group will be impacted by the qualification for free TV license at 75
Consumers spending on the media that matters to them
As expected, we see a generational divide for the role of linear TV. There are more consumers 45+ who are paying for a TV licence than any individual streaming platform. This underlines the fundamental role that linear TV continues to play for these older generations, backed with Ofcom reporting that audiences over 55 spending 3+ hours a day watching live TV. But, the relative higher attention broadcast video on-demand (BVOD) garners versus subscription video on-demand (SVOD) indicates that its inclusion within the TV license fee may enable BVOD to act as a gateway to the paid streaming arena.
We see an inverse relationship for younger audiences under 45 who are more likely to have personal subscriptions for Amazon Prime or Netflix than to pay for a TV license. Ofcom data again reaffirms the greater dependence consumers under 35 have on SVOD with their daily consumption nearly double that of live TV. The combined impact of technological advancement, with stronger recommendation algorithms, alongside a crack-down on account sharing and the introduction of ad-supported models is likely to deepen this relationship.
Running in tandem with the streaming wars we have seen a growth in the adoption of audio entertainment. Podcasting in particular has taken centre stage with Spotify estimated to have spent in excess of $1bn to secure exclusive content and UK ad-spend on podcasts was reported by the IAB to have reached £83m in 2023.
For the older audience of 55+ the levels of subscription to Audible rivals Spotify and it continues to outpace the music streaming giant for growth. Whilst Spotify looks to compete with Audible through the introduction of audiobooks, they may need for greater tailoring of content to meet the older audience’s desire for storytelling. The emergence of rivals to radio staple The Archers may yield rewards for platforms and in turn, advertisers to grow their reach with an often neglected audience.
Communities are actively empowering the creators they love
Subscribers are no longer simply passive consumers of content, as we see the notable rise of creator-supported platforms such as Patreon enabling fan communities to play a direct role in the curation of content. Patreon hosts creators covering a diverse range of passions and pursuits in the form of art, written, audio or video entertainment and offers paid subscribers exclusive content, access to creators, or ad-free consumption.
Creator-content particularly engages consumers under 35 where more than 7% have paid for content through Patreon in the last 12 months. The scale and relative importance of these communities for this age group is underlined by the fact that the Patreon customer base is greater than that for all newspaper & magazine subscriptions combined.
The influence of such platforms is not simply a result of their reach, but from the fact that they reflect strong emotional ties, the values and priorities of younger consumers who seek personally curated, authentic content and to use their spend to have a real impact. The unique relationships that these creators have with their communities provides an opportunity for brands to foster impactful and more personal relationships with younger consumers.
Brands face several challenges, not least from the fact that the traditional addressable audience is constricted by the benefit of ad-free access, as well as the variety of more niche communities requiring a heavier creative lift to activate in an authentic way. But this can provide a tactical opportunity for brands working with the communities with the greatest synergy – a new world of influencer marketing.
TikTok Shop’s growing influence through the purchase funnel
TikTok has taken the world by storm, but their foray into e-commerce has been a no-less impressive feat. TikTok has leveraged the strength of its social media proposition to develop a retail store unlike any other that offers brands unrivalled contact and attention, with the average user estimated to open the app 20 times a day and spending 90 minutes within its walled garden.
This high level of contact is translating into a strengthening of TikTok’s influence within the social media landscape. A study by Forbes found that TikTok was the most influential source for driving brand discovery amongst Gen Z and with the rollout of TikTok Shop the platform can now play an even greater role lower down in the purchase funnel, and reduce the journey from discovery to purchase into seconds. The power of social commerce is reflected in the high frequency of transactions which is unmatched by the leading online native competitors within fast fashion.
As a result of the seamless integration of the shopper experience, in 2024 TikTok Shop was able to grow its customer base to over 13m, equivalent to the combined scale of the e-commerce giants ASOS and Boohoo, and placing it within the top 40 UK retailers. What is perhaps most striking about TikTok Shop’s performance has been its ability to not simply engage the platform’s younger early adopters, but to convert the growing older user base into shoppers. The number of TikTok Shoppers aged 45+ more than doubled last year to exceed 4.5m and with this continued momentum in user growth we can expect the platform to be an even more influential force in the retail landscape in 2025.
The platform’s scale, momentum, and unique advantages means that brands should not let this opportunity pass by. It can expose brands to a new audience, remove friction from the purchase journey, drive purchase frequency, and position brands to quickly capitalise on any trends. 2025 is the perfect year for brands to learn, experiment within the TikTok toolkit, and develop best practice whilst major brand engagement is still nascent.
The role of personal and social brand purpose
There has been heated debate around the role of brand purpose, whether it has commercial benefit, as well as the delicate balance to which brand fit is critical for the risk of being labelled as ‘greenwashing’ or ‘virtue signalling’. Within brand purpose there are two elements that brands can tap into – societal causes within the realm of brand responsibility (CSR), and the personal consumer-driven purpose that relates to the individual’s goals and motivations in their everyday lives.
We are too often dependent on survey data to understand the role of brand purpose which frequently reveals the old contradiction between what consumers say and do. For instance, more than a quarter of Gen Z and Millennial consumers stated that ‘a mission aligned with my personal values’ was the most important factor impacting their relationship with brands. However, the unrelenting growth of spend with retailers who despite facing scrutiny for alleged illegal working practices, ethical or environmental factors, offer affordability and pronounced discounts is undeniable. This is not to blame consumers but simply to highlight that financial constraints, limited transparency, or convenience can overcome our best intentions.
Starcount data shows that we do see generational differences in the causes that take centre stage. For instance, we find societal causes relating to race, class, and gender take precedence for consumers under 25, whilst for consumers 35+ ecological issues such as climate change, conservation and plastic free are most prominent. Whilst brands should leverage those causes in which they have the greatest credibility, generational trends may inform the CSR initiatives your brand wants to deepen involvement with based on their target consumer.
For many brands, they may find greater resonance with their audience by focusing on the personal purposes that define them around physical, mental or financial health. During ‘Dry January’ last year, we saw a dramatic decline in pub visitation as a quarter of punters aged between 35 – 54 shunned the pub, whilst the new year focus on fitness saw 1 in 5 consumers under 35 opt for a gym membership.
January has always been a crucial time for changing behaviours, ‘new year new me’, but now the social movement months like Veganuary and Stoptober have played a greater role in changing consumer behaviour. By reflecting on the credible role that they can play to celebrate and support consumers in their missions, brands can leverage the power of personal purpose and instil behaviour change that can yield benefits in the medium to long term.
So, what are 3 things for marketers to consider in 2025 for influencing consumer behaviour?
- Younger consumers crave authentic content and creative input. The rise of creator supported platforms is enabling the growth of passion-fueled communities that sit outside the orbit of the traditional social channels and the number and character of these will continue to evolve. Brands that can go beyond standard influencer marketing, navigate the complexity of the landscape, and look for meaningful partnerships with these creators to elevate the subscriber experience can build advocacy and engagement with these communities.
- Engage the older generation on their own terms. Whether it is e-commerce, video, or audio streaming we are seeing considerable growth in the scale and number of touchpoints of the 55+ audience on digital platforms. This changes the complexion of the opportunity available on these channels and brands need to tailor their approach to reflect the interests and motivations of this expanding audience.
- Early mover advantage for brands that embrace social commerce. The engagement with TikTok Shop by major brands is still nascent but the reach, frequency, and range of tools that allow marketers to flex their creative juices promises significant rewards for those brave enough to experiment in 2025. Whilst the greatest opportunity is focused on under 35s, the growing diversity of age groups on the platform means that social commerce is only going to grow in influence across generations.
