Vendor reportGWI, 2026

Kids aged 8–15 who play sport for fun rose from 52% in 2021 to 56% in 2025

Buyer behaviour

Share of kids who play a sport for fun, 2021-2025

Reader Note:: From GWI Kids rather than any of the other GWI surveys in the report. 56% is the reading for both 2024 and 2025, so the latest year is flat rather than still rising. The source does not give the age split behind the line, so there is no telling whether the change sits at the younger or the older end of the range.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed GWI online survey samples: GWI Core surveys over 1 million people annually aged 16-64 or 16+ across 54 markets; GWI USA surveys 80,000 Americans annually aged 16+; GWI Kids surveys 20,000 children aged 8-15 in 18 markets; plus a bespoke survey of 550 US advertising and marketing professionals in August-September 2025 and GWI Zeitgeist monthly surveys in 11 markets.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

Gemini and ChatGPT lead AI shopping research in the U.S.; 64.0% of AI shoppers use two or more assistants

Share of AI shoppers using each AI assistant in the past 90 days
Assistant used in the past 90 days	Share of AI users (%)
Google Gemini	63.5%
ChatGPT	60%
Amazon's shopping assistant	27.5%
Walmart's shopping assistant	22.5%
Microsoft Copilot	22.4%

89.9%

of AI users on the online-shopper trend base said they verified the assistant’s recommendation before buying

60%–90%

of consumers’ value perception was explained by price perception across multiple subsectors in Deloitte’s regression analysis

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

38%

adoption increase in older populations after Dubai Smart ID used a calming tone and simpler biometric explanations in 2021

Only 36% of Gen Z call themselves price-conscious, vs 40% of Millennials, 45% of Gen X and 55% of Boomers

Share of each generation who describe themselves as price-conscious
Generation	Share who describe themselves as price-conscious (%)
Gen Z	36%
Millennials	40%
Gen X	45%
Baby Boomers	55%

86% of both Gen Z and Millennials say a smartphone is their most important device