Forecasts
| Mar 14, 2023
Source: Insider Intelligence | eMarketer
Forecasts
| Mar 14, 2023
Source: Insider Intelligence | eMarketer
Forecasts
| Mar 14, 2023
Source: Insider Intelligence | eMarketer
Forecasts
| Mar 14, 2023
Source: Insider Intelligence | eMarketer
Forecasts
| Mar 14, 2023
Source: Insider Intelligence | eMarketer
Forecasts
| Mar 14, 2023
Source: Insider Intelligence | eMarketer
Forecasts
| Mar 14, 2023
Source: Insider Intelligence | eMarketer
Chart
| Dec 7, 2023
Source: Amazon Web Services (AWS); Access Partnership
US adults ages 18 to 54 spend more time on TikTok than any other popular social platforms, according to our forecast.
Article
| Apr 17, 2024
Time spent on social media by US users is set to plateau in 2025. But there are substantial differences in how different age groups spend time on social platforms.
Report
| Mar 29, 2024
Chart
| Nov 28, 2023
Source: Office of Communications (Ofcom) - UK; Ipsos
Chart
| Nov 28, 2023
Source: Office of Communications (Ofcom) - UK; Ipsos
Gen Z is expected to have the highest podcast penetration within a generation starting in 2026 (63.1%)—reaching 66.0% by 2027. This year, penetration will be higher among Gen Z adults (ages 18 to 24) than teens (ages 12 to 17)—66.3% versus 36.7%.
Report
| Sep 21, 2023
There is appetite for the content, with almost two-thirds of US adults ages 18 to 24 and nearly half of those ages 25 to 34 saying they are likely to watch a scripted TV show or movie featuring their favorite creator, according to an August 2023 report by CivicScience. Listen to the full episode. This was originally featured in the Retail Daily newsletter.
Article
| Mar 21, 2024
Chart
| Nov 15, 2023
Source: YouGov; Picnic
In a world of ubiquitous robocalls, brands need to differentiate themselves if they want consumers to pick up. One option could be logos. Some 69% of US adults ages 18 to 24 say they would answer a call if their phone displayed a recognizable brand logo. This figure decreases with age, and just 46% of US adults ages 55 to 62 say they'd pick up if they recognized a brand logo.
Article
| May 16, 2022
While TikTok’s importance won’t be news to marketers, Biden’s use of TikTok reinforces just how important it is to be on a platform used by 77.2% of US adults ages 18 to 24, per our May 2023 forecast. And with more political information available on TikTok, more older people could be influenced to get on the platform as well. 2. Ad buys from political groups mean less inventory for everybody else.
Article
| Feb 20, 2024
Adult Gen Z TikTok users ages 18 to 24 will spend even more time—about 1 hour, 16 minutes—on the app. If TikTok were banned, much of that time would be absorbed by other social platforms, mainly Instagram and YouTube. But some of that time would inevitably go to other, non-social platforms. TikTok videos have gotten longer and more episodic, making the app more akin to Netflix than a social network.
Article
| Mar 28, 2024
Forecasts
| Oct 20, 2022
Source: eMarketer
According to our forecast, 60.7% of US adults ages 18 to 24 will be social buyers in 2024, a higher penetration than any other age group. By focusing the event on Gen Z, Pinterest leveraged the generation’s inclination toward social commerce to introduce new ways to browse and buy in-person.
Article
| Dec 20, 2023
Chart
| Oct 16, 2023
Source: CivicScience
Few creators have successfully crossed over to scripted TV content on bigger screens, but there is consumer interest for it: Nearly two-thirds of US adults ages 18 to 24 and roughly half of those ages 25 to 34 were likely to watch a scripted TV show or movie featuring their favorite creator, per an August 2023 CivicScience survey. Creators are also establishing their own media entities.
Report
| Sep 1, 2023
Younger generations are embracing digital platforms to manage adult responsibilities, while older ones are still weighing the value of digitization.
Report
| Dec 11, 2023
TikTok, Snapchat, and Instagram each draw roughly 80% of Gen Z social network users, but only Snapchat draws a higher share of Gen Z teen users (ages 12 to 17) than Gen Z adult users (ages 18 to 24). Instagram’s Gen Z user base will be the largest—but TikTok will still win more time spent. By 2027, 80.9% of the Gen Z population will be on Instagram, compared with 71.9% on TikTok.
Report
| Jul 26, 2023
This kind of second-screen usage is also common among US adults aged 18 to 24 watching digital video. CTV advertisers have found ways to reach these multiscreeners through strategies like QR codes, which can now extend to gaming. Using genre-based targeting, advertisers can segment audiences and leverage gaming as a measurable, engaged ad medium the same way they already do for CTV.
Article
| Apr 2, 2024