Mobile apps, streaming services, social media and digital subscriptions are now essential to our buying experience and entertainment. Euromonitor’s Voice of the Consumer: Digital Shopper Survey, fielded in April 2025, reveals that consumers are increasingly selective in their digital subscriptions. In 2025, 26% of Gen Z respondents were planning to reduce their number of active digital subscriptions, compared to less than 18% in 2022. With more options available than ever before, consumers have become more selective, looking for perceived value for money and content personalisation.
In the "attention economy," social media platforms have become multifaceted, incorporating features like social sharing, search engines, entertainment, and e-commerce. As consumers, especially young people, deal with information overload and the negative effects of excessive social media use on mental health, there's a growing interest in mindful social media usage among digital shoppers, particularly Millennials and Gen Z.
As a result, consumers are seeking brands that offer transparent, authentic, and value-driven communication. Companies must adapt by creating meaningful content that can help foster niche communities and offline brand experiences. Brands that align with wellbeing and real-world connections are likely to gain a competitive advantage, especially among users concerned about their mental health.
For more in-depth analysis into the broader social media landscape, download our strategy briefing Digital Disruptors: The Global Landscape of Social Media. Additionally, download our new strategy briefing, Next-Gen Online Storefront: A Shopping Journey for One, for more analysis of the evolving user interfaces of social media platforms.
