I mean, it's interesting 'cause I, I feel like a lot of the people I engage with are of similar demographics to myself, and yet even though I'm kind of siloed in terms of community, I can look at these results and identify with a lot of these longstanding concerns that even predate me.

So, you know, we did end up, as I mentioned earlier, achieving I think a pretty solid, uh, degree of demographic diversity within our sample.

About half of our sample is 45 or older.

Same, about half is 44 or younger.

And it was fascinating to see, you know, how certain results did shift as we were gathering those results from our specific targeted outreach to those younger critics who were doing more of this social media, multimedia work.

So there was a really stark difference in terms of how younger versus older respondents reacted to the question, rather, "To be successful, I need to be a social media influencer in addition to being a critic." So whereas roughly 40% of all respondents either agreed or strongly agreed with this idea of needing to be an influencer, that percentage actually doubled to over 80% for respondents of color with less than five years of experience.

To us, I think this suggests that more experienced and/or white critics don't feel the need to be as active on social media because they already have that exposure.

[laughs]