Vendor reportGWI, 2026

Roblox use among 12-15 year old gamers nearly doubled from 26% in 2021 to 51% in 2025

Buyer behaviour

Statement	% of 12-15 y.o. gamers (2021)	% of 12-15 y.o. gamers (2025)
I've played Fortnite in the last month	35%	45%
I've played Roblox in the last month	26%	51%
I like games with building/interacting	35%	38%
I usually play video games with friends in person	29%	36%
I like games that have events I can join	26%	28%

Gaming habits of 12-15 year olds: share agreeing with each statement, 2021 vs 2025

Reader Note:: Figure compares 2021 and 2025 among 12-15 year old gamers. The share saying 'I've played Roblox in the last month' rose from 26% in 2021 to 51% in 2025. The chart is part of GWI Kids data; the exact sample size for 12-15 year old gamers in this figure is not stated in the report text.
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.

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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