••• entertainment research
Not isolating at all
Global gamers find connections, new experiences
The Entertainment Software Association, in partnership with video game trade associations in Australia, Canada, Europe and South Korea, released the 2025 Global Power of Play report revealing the universal social and emotional benefits of video games.
Globally, players agree on the positive social, emotional and mental benefits of game play. Having fun is the top reason people around the world say they play video games (66%), with stress relief (58%) and keeping minds sharp (45%) making up the top three reasons for playing. In the U.S., the top three reasons are to have fun (63%), for stress relief (56%) and to keep their mind sharp (47%).
Seventy-seven percent of players globally say video games help them feel less stressed, 70% report reduced anxiety and 64% credit video games with easing loneliness by connecting them to others. Similarly, Americans report that games help them feel less stressed (75%), less anxious (67%) and less lonely (58%). Players worldwide agree that video games provide mental stimulation (81%), provide stress relief (80%) and create accessible experiences for people with different abilities (78%). American players align with global sentiment, ranking mental stimulation (80%), stress relief (80%) and creating experience for people with different abilities (77%) highest.
Players around the world turn to games for broader skill development. Players agree that video games help improve creativity (77%), problem-solving (76%) and teamwork and collaboration skills (74%). Adaptability (72%), critical thinking (71%) and communication skills (67%) also rank high.
In the U.S., the top three skills players believe are improved by playing video games are adaptability (77%), cultural sensitivity (74%) and communication (73%). Half of all players worldwide say playing video games has directly bolstered their professional education through technical or behavioral skills and 43% report that games have influenced their career or educational path. In the U.S., 45% say video games have positively impacted their careers. Over half (54%) of global players feel that sports video games have sharpened their real-world abilities in that same sport; 44% of Americans agree.
Video games are not only a popular vehicle for lasting connections with children, family members and friends but also are an avenue to forge new relationships. Nearly two-thirds (62%) of players worldwide agree that video games create spaces for positive connections with others; 55% of Americans agree.
Across the world, younger players (ages 16-35) use games to make and build relationships, with 67% saying they have met a good friend, spouse or significant other through video games. Nearly three in four (73%) of that same age group say video games help them feel less isolated and lonely by connecting them to other people.
More than half of players globally (55%) say that video games positively impact their relationships with their children, and 68% play with their children in-person at least monthly. Forty-seven percent of American players say games positively impact their relationship with their children.
On average, the global video game player is 41 years old and is just as likely to be male (51%) as female (48%). China is the country with the lowest average player age at 32; Italy has the highest at age 50. There are several countries where significantly more women than men play video games, including Brazil (57% to 43%) and South Africa (58% to 41%). Globally, the majority (55%) of players play on mobile devices. Action and puzzle games are the top two favored genres in 20 of the 21 countries surveyed.
The global survey was conducted by AudienceNet, gathering 24,216 responses across 21 countries on six continents. Participants were aged 16-65+, and all qualified as active gamers. Quotas and screening criteria ensured a minimum of 1,000 active gamers per country.
••• hispanic research
Feeling the pressure
Hispanic consumers battle a host of ills
Hispanic households account for 15% of consumer spending but according to data and tech company Numerator, growth has stalled. Hispanic household spending was highest among non-white ethnic groups, but after peaking at 3.2% growth in 2024, Hispanic spending per household dramatically slowed to 0.8% growth in 2025.
Nearly one in four (23%) Hispanic consumers report prioritizing their mental health over their physical health in 2025, the highest among any ethnic group (compared to 17% of Black consumers, 14% of white consumers and 9% of Asian consumers). The leading issues identified by Hispanic consumers were rising prices (40%), immigration policy and issues (30%), financial security/personal debt (24%), public safety and crime (23%) and health (22%). While rising prices topped concerns for all consumers, Hispanic consumers ranked immigration and public safety notably higher than the general U.S. population.
Hispanic perceptions of financial security have significantly worsened. A large majority (80%) of Hispanic consumers say that rising prices are making non-essential goods and services unaffordable. Additionally, 71% believe the U.S. is already in a recession and 59% expect their household's financial situation to worsen over the next year. As a result, big-ticket categories are under pressure. Nearly half of Hispanic consumers say they feel less comfortable spending on vehicles (46%), homes (46%) and luxury goods (45%) in the coming months, with travel (41%) and home improvement (40%) also at risk.
Hispanic consumers are 80% more likely than the general population to say they have canceled subscription services like Walmart+ or Amazon Prime. Nineteen percent of Hispanic consumers reported canceling a shopping subscription in the past year, compared to 11% for total U.S. consumers. They are also more likely than any demographic to oppose brands whose political stances conflict with their own. Sixty percent say they would stop purchasing from a company that takes a political or social stance they disagree with, compared to 47% of U.S. consumers overall. More than half (57% vs. 44% total U.S. consumers) of Hispanic consumers say it is important that the brands they buy reflect their personal values, 51% (vs. 36% of total U.S. consumers) have participated in at least one consumer boycott and 44% (vs. 31% total U.S. consumers) regularly research corporate policies, values or initiatives of brands and retailers.
Numerator’s Hispanic Consumer Spending survey was fielded in June 2025 to 1,663 consumers.
••• financial services research
Economic realities derailing U.S. consumers’ financial plans
Long-term view takes a backseat
Although many Americans continue to make responsible financial choices – budgeting (68%), reducing leisure spending (64%) and creating financial plans (57%) – U.S. Bank finds that most Americans feel a lack of control over many important life decisions.
Eighty-one percent say it is harder to retire now than it was for their parents (87% of Millennials; 84% of Gen Z and Gen X; 68% of Baby Boomers), 77% believe the current economic environment influences their retirement timeline (86% of Gen Z and of Millennials; 79% of Gen X; 55% of Baby Boomers) and 77% say the economy influences where to live, including more affordable parts of the country or tax-friendly states (90% of Gen Z; 84% of Millennials; 76% of Gen X; 61% of Baby Boomers). Seventy-five percent indicate that the economy influences whether they buy or rent a home and 63% are worried they will have to come out of retirement due to economic factors.
While traditional financial goals like owning a home and saving for retirement are still as important across generations and genders as ever; personal goals like having meaningful relationships with family, having children and maintaining emotional well-being are also extremely important – particularly to younger generations. Ninety-three percent of Americans say meaningful family and community relationships are important and younger generations are more likely to strongly agree, including 55% of Gen Z and 49% of Millennials, compared to 40% of Gen X and 39% of Baby Boomers.
Eighty-eight percent say owning a home is a key measure of financial success, with 60% of Gen Z saying it has become more important in the last five years. Ninety-three percent say having enough retirement savings to live comfortably is a key indicator of success but 16% have given up on retiring due to financial reasons.
Americans are confident in their ability to manage daily expenses but long-term financial planning is more uncertain. Just 48% are making monthly contributions to their retirement funds and only 37% of non-retired Americans are actively planning and saving for retirement. Sixty-eight percent of Gen Z and 69% of Millennials worry that they will outlive their retirement savings and women (54%) are less likely than men (67%) to have started thinking about, planning or saving for retirement.
This survey was conducted by U.S. Bank in partnership with Edelman DXI. The study was fielded online between June 9-26, 2025, among a nationally representative sample of 5,000 U.S. adults aged 18+.
••• beverage research
Gen Z taking their drinks on-the-go
Cocktails over coffee
Nearly half of Gen Z Brits say they prefer to end a meal with an espresso martini cocktail instead of an espresso, according to a survey by Bacardi Limited. While 48% of 18-29-year-olds prefer an espresso martini cocktail, that number falls to 20% for those 45 years or older.
Gen Z is driving cocktail culture more than ever, with half of 18-29-year-old respondents saying they prefer to celebrate a special moment with a cocktail instead of Champagne, 32% saying they drink more cocktails than wine and 30% choosing cocktails over beer. The survey also revealed the extent to which Gen Z is familiar with cocktail culture. Almost one-third (31%) think of an Americano first as a cocktail, before a coffee – compared to only 9% of those aged 45 and over.
The aperitivo occasion is becoming increasingly significant in the U.K., too. Thirty-seven percent of Gen Z consumers and 42% of Millennials are routinely enjoying earlier evenings out, while 47% of respondents are going to nightclubs less often. Globally, consumers are drinking, eating and socializing earlier in the evenings, as noted by 40% of Spain and India, 32% in Italy and Australia and 30% of those in France. This is led by younger consumers, with over half of those in France (51%) and 34% of Americans.
Another trend being driven by Gen Z is the rise of convenient, ready-to-drink (RTD) cocktails with 40% of 18-29-year-old respondents saying that they plan to drink more RTDs. Cocktails that combine convenience and quality and can be easily enjoyed out and about will take the lead. This will be happening even more in 2026 with 45% of Gen Z saying that they will be going to more casual outdoor gatherings. Gen Z is prioritizing music and cultural festivals over traditional clubs with 49% of those in Spain, and around 40% of Brits and Australians, planning to attend more music festivals in 2026 than they did in 2025.
Mini martinis and smaller portions are also a more frequent request among consumers. This has allowed venues to fix a consumer pain point: drinks not being cold enough, highlighted by 54% of consumers in Mexico, 50% in Spain, 49% in France, 44% in Germany, 40% in the Netherlands, 38% in Canada and 26% in Australia.
The Bacardi report was created in collaboration with The Future Laboratory. Globally, Bacardi surveyed 11,000 consumers in 11 markets including 1,000 in the U.K.
••• pet research
The state of the modern pet parent
Even the best of friends come with challenges
Ninety-seven percent of pet owners say their pet is a member of the family, 77% say their pet is their best friend and 90% say their pets have helped improve their mental or physical health – data points that illustrate the emotional bonds we form with our animals. But those bonds come with a price, according to a study by the Human Animal Bond Research Institute, in partnership with Chewy Health.
Seventy-four percent of pet owners found at least one aspect of pet care "very" or "extremely" challenging, with challenges most common among Gen Z (82%), multi-pet households (77%) and those with older or sick pets (81%). Eighty-two percent of pet owners say they experience some challenges in understanding their pet's health. Satisfaction with veterinary care is highest when multiple communication options are available, especially in-person visits (82%) and phone calls (75%).
The emotional toll of leaving a pet behind is the No. 1 challenge across all demographics, signaling a need for solutions that help pet owners feel more connected and reassured when they're away – like trusted pet sitters, cameras or check-in tools. Affording quality veterinary care is the No. 2 challenge overall, disproportionately affecting younger, lower-income and multi-pet households. Thirty-five percent of <$60K households and 34% of multi-pet owners cite veterinary costs as a top concern.
Willingness to adopt tech solutions jumps from 24% among "strong bond" pet owners to over 50% among those with the "strongest bonds." Pet owners are most willing to adopt technology solutions that are focused on affording (45%), finding (44%) and managing (43%) their pets' veterinary care. Pet owners who are younger, especially Gen Z, report the highest levels of care-related stress and are turning to technology for support. They use an average of 3.6 pet health tools and express interest in solutions like symptom checkers, smart feeders, robotic litter boxes, wearables and telehealth.
Willingness to spend on pet care is strong, with 31% of pet owners agreeing that "money is no object" when it comes to spending on their pets. More than half (52%) of pet owners with the strongest bonds hold this view on pet spending.
The Pet Health Challenges Study was fielded February 6-13, 2025, among 2,005 U.S. pet owners aged 18+ who own a dog or cat and are the primary decision-makers for their pet's care.
••• cannabis research
Budtender advice grows loyalty
Consumers ditch inconsistent dispensaries
AI-powered digital conveniences paired with expert budtender recommendations lead to more loyal customer experiences, according to research by cannabis POS system provider Sweed. Further, 86% of cannabis customers will be loyal to a specific dispensary if it offers personalized recommendations.
When it comes to cannabis users, 75% are Gen Z, 69% are Millennials, 48% are Gen X and 36% are Baby Boomers. Across the cannabis industry, personalized recommendations are more tailored and specific. Digital conveniences are important to consumers, with 71% saying they like to shop using kiosks and in-store screens. Other digital tools also play a major role. Seventy-five percent favor simple one-click reordering capabilities, 72% want the ability to pre-order online and 67% say delivery options are essential.
Cannabis retailers must offer both best-in-class digital conveniences as well as budtender expertise. Eighty-eight percent of cannabis users purchase their products through dispensaries, and the budtender experience plays a pivotal role in shaping both purchase choices and brand loyalty. Three-in-four (76%) dispensary shoppers say a budtender’s expertise and advice directly influence what they buy. This is especially true among Gen Z and Millennials (78%), who are more likely than older generations to rely on this guidance, compared to 73% of Gen X and Boomers. However, 60% of shoppers prefer to browse on their own before engaging with a budtender. Eighty-five percent of dispensary shoppers would return to the same dispensary because of knowledgeable budtenders.
Building customer loyalty and increasing customer value has historically been a challenge for cannabis retailers. Eighty-nine percent of cannabis shoppers say they would be inclined to be a repeat customer if the dispensary offered competitive prices and 86% say loyalty or rewards programs would motivate repeat visits as well.
When it comes to what drives purchases, promotions and deals are key motivators. Seventy-seven percent report that promotions influence which dispensary they choose, 78% say they encourage trying new brands or products, 75% reveal that they increase their order size during sales and 79% report that discounts often result in adjusting when they shop, such as shopping earlier or making event or holiday-timed purchases.
Fifty-seven percent of consumers say inconsistent experiences result in them not going to a dispensary and 48% would return more often if offers and communications felt more personalized. One-in-three shoppers have churned from a dispensary they liked because of irrelevant outreach or confusing promotions.
The Sweed Cannabis Retail Survey was conducted by Wired Research in partnership with Oak PR and surveyed 955 nationally representative Americans aged 21+ between October 6-10, 2025.