The modern internet is nearly three decades old, and it’s starting to show its age. Think back to the ’90s: some of what we built back then, though groundbreaking, now feels outdated. noti.group recently created a special issue on what we were doing online in 2004, highlighting how Web 2.0 was born. Take a step back and think about how we interact, transact, and spend our time online. Are we clinging to old structures that no longer serve us? Is it time to remodel our digital lives and rethink how we’re building our online experiences to better reflect the way we live today?
In this emerging AI era, the very ideas of community and human connection are poised for redefinition. Brands and platforms will weaponize the terms in a bid to capture the attention of their ideal audiences.
But where are communities really headed? How should this evolution shape how creators and media companies build products and marketers engage with their audiences? These are the questions that will define the next phase of the internet.
noti.group partnered with Vox Media’s Insights and Research team, along with Two Cents Insights, to better understand how American consumers are embracing this shift. The goal of the work was to redefine what online communities will be in a post-social media era of emerging AI and Google Zero. And as brands look to hold onto the internet of the past, the term “community” will become a loaded word, with brands and platforms trying to use it more often to reach their ideal consumer.
Our research makes one thing clear: power is shifting back to the consumer (the fediverse signals this). Consumers crave community, but on their own terms — seeking deeper, more meaningful connections with those who truly matter (something we identified in 2014). Authenticity is at the heart of it all, supported by a foundation of safety and security. The future of community is personal, intentional, and built on trust.
The research covers the following chapters:
Here are some key takeaways from the survey:
How can you join the conversation?
Here at Vox Media and noti.group, we’re obsessed with quality storytelling and journalism. As we define how internet platforms will evolve around digital communities, our editorial brands will help guide our audience here in the US through this next wave of innovation, discerning how these changes will have a real impact on humanity.
Methodology
This study was commissioned by Verge editorial leadership, with surveys from Two Cents Insights. The Vox Media Insights and Research team surveyed over 2,000 US adults representing the US population in December 2024. Two Cents Insights is a boutique research agency that partners with brands and digital platforms to transform research into actionable insights. Its expertise lies at the intersection of consumer needs and business goals, fueling differentiated go-to-market strategies and customer-centric product development.
Special thanks to these individuals, who helped bring this survey to life:
[Notigroup Newsroom in collaboration with other media outlets, with information from the following sources]
