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Social media plays an important role in discovery. Gen Z, in particular, is likely to discover new products through social media ads (60%) and influencer posts (46%), per AB Tasty. And while only 15.6% of consumers overall in France have made a purchase via a social media platform, that rises to 29.2% of 18-to-24s and 32.2% of 25-to-34s, per our survey with ESW.

鈥淓ven older demographics that are spending more time through mobile devices are doing so playing games,鈥� Goldman said. By 2027, 26.5 million US digital gamers will be 65 or older, per our August 2023 forecast. That鈥檚 the third-largest age group we track, preceded by digital gamers aged 25 to 34 (33.0 million) and 35 to 44 (28.3 million).

But as Gen Z ages, the digitally native cohort will boast the highest digital buyer penetration among the age demographics we track: More than 90% of consumers born between 1997 and 2012 will buy goods online in 2029, surpassing even millennials. And Gen Z spending power is also set to rise as more join the labor force. Click here to view our full forecast for US digital shoppers and buyers.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Why they鈥檙e doing it: There鈥檚 abundant evidence that short-form video works across a number of personas and demographics. 53% of teens consume Shorts; for TikTok and Instagram, those numbers rise to 64% and 55%, respectively. B2B professionals believe short-form videos deliver the best ROI. Even influential creators prefer short-form video over other formats when collaborating with brands.

Why they鈥檙e doing it: There鈥檚 abundant evidence that short-form video works across a number of personas and demographics. 53% of teens consume Shorts; for TikTok and Instagram, those numbers rise to 64% and 55%, respectively. B2B professionals believe short-form videos deliver the best ROI. Even influential creators prefer short-form video over other formats when collaborating with brands.

They don鈥檛 feel looked after by brands or social media executives. Changes to platform-based sources of funding have been vexing. For example, TikTok鈥檚 newly launched Creator Rewards program is pushing creators to make longer videos that play to trending search topics. And creators want to have a say in the role that AI plays in their work.

So, we couple this modeling with different insights that we have from our respondents generally in terms of their demographic information, their interests and hobbies, and score each respondent based on the likelihood that they were exposed to ads on social. And we couple that with the survey itself as we're asking questions about their social media usage.

Contact/demographic data, such as a person鈥檚 name, title, role, phone number, email address, department, and social profile. Firmographic data, such as company revenues, industry, number of employees, North American Industry Classification System (NAICS) codes, office locations, and competitors.

Even with human-first creative, AI is useful for simulating audience reactions based on demographics, age groups, or interest areas, Adana said. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Gen Z's pronounced engagement further underscores the platform's appeal to trendsetting demographics. Yes, but: The global landscape isn't without challenges. The Israel-Hamas conflict has had repercussions across the tech sector. Companies like Meta and Snap have already felt its effects, with pauses in advertising campaigns due to the volatile situation.

The social media space has been innovated upon and evolving, but something that we've been noticing is how easy it is to buy impressions. Brands are starting to notice and questioning what does it even mean to get a million impressions on a video if the quality of those impressions are not coming from an audience that is your target demographic?

Methodology: Estimates are based on the analysis of survey and app data from research firms, historical consumer adoption and buying trends, auto market trends, data from benchmark sources, reported company data, interviews, demographic and socioeconomic factors, and macroeconomic conditions.

US Gen Z users will reach 21.1 million this year, a 13.6% increase from 2023, making them the platform's fastest-growing demographic. Our forecast has LinkedIn's global ad revenues reaching $7.31 billion this year, with double-digit growth for the next three years. The platform has also introduced new ad formats, including Thought Leader Ads and in-stream video ads, to appeal to more advertisers.

(These tools use machine learning to identify users who are likely to convert on an advertiser鈥檚 ads, regardless of demographic fit.) Today, suspicion has largely given way to acceptance. ASC+ has become a significant component of ad spending on Meta. ASC+ accounted for 5% of Meta鈥檚 Q4 2023 revenues, according to Skai.

That鈥檚 not surprising given the amount of time they spend browsing social media: 44.3% of 18- to 34-year-olds in the UK spend over 3 hours a day on social media, per our October 2023 survey with Toluna.

However, advertisers should avoid complete divestment from TikTok, which maintains massive reach and will continue to be popular among key demographic groups, like Gen Z.

Healthcare and pharma products and services most often target older demographics. These patients typically require more medical care and take more medications than younger generations do. They鈥檙e also the most likely to consume traditional media.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

Tailor BNPL marketing from both existing and untapped demographics. Adopt BNPL services to expand retail sales. More like this:. Tips to help retailers reach Gen Alpha, Gen Z, and beyond this holiday season. Why Klarna is making an omnichannel push ahead of the holidays. Early sales, BNPL use will help drive robust holiday spending growth this year.

But the startup doesn鈥檛 recommend using the tool in 鈥渉igh-risk domains鈥� or decision-making situations, per the AP. 38% of Whisper鈥檚 hallucinated content included explicit harms such as violent language, demographic stereotypes, false statements about health conditions, and sexual innuendos, per a study published by the Association for Computing Machinery.

This doesn鈥檛 mean betting solely on the platform, but budgets should reflect the premium position of TikTok for targeting this demographic. Engagement is TikTok鈥檚 leg up. The stickiness of TikTok makes it unique, as it captures more time commitment than all other social networks do.