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Gen Z adults spend more than double the amount of time on TikTok, Instagram, and Snapchat compared with the general population. TikTok leads among Gen Z adults ages 18 to 24, at an average of 57 minutes a day, more than triple the total population鈥檚 average of 18 minutes. There will be more Gen Zers on Instagram than on TikTok by 2028.

鈥淪hopping apps and marketplaces that specialize in ultralow-cost goods from China are gaining a foothold among US consumers鈥攚ith broader implications for the future of ecommerce,鈥� our analyst Sky Canaves wrote in our Chinese Ecommerce in the US report. Canaves expanded on what鈥檚 driving this retail opportunity for companies like Shein, Temu, and TikTok in the US and how it will impact the US market on a recent 鈥淩eimagining Retail鈥� podcast episode.

On today's episode, we discuss whether social media in the future will become less social or if it will go away altogether, what the streaming wars' battle royale looks like, how easy it would be to replace Twitter and TikTok, how people think their demographics are portrayed in ads, the fight for the car screen, where Americans have moved in the last 10 years, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, analyst Blake Droesch, and vice president of Briefings Stephanie Taglianetti.

On today's episode, we discuss the significance of Facebook's 2 billion daily active user milestone, what's contributing to continued negative growth, and what to expect from the metaverse this year. "In Other News," we talk about how much Reels and YouTube Shorts are creeping up on TikTok's short video lead and how Americans feel about where social media is headed. Tune in to the discussion with our analyst Debra Aho Williamson.

On today鈥檚 episode, host Bill Fisher is joined by our analysts Paul Briggs, Carina Perkins, and Man-Chung Cheung to talk about the biggest retail, advertising, and social media trends they expect to see in their regions in 2023.

On today's episode, host Sara Lebow tees up a conversation between our analyst Andrew Lipsman and Ram Iyer, worldwide director, digital strategy and ecommerce at Microsoft, about omnichannel and mobile commerce, the consumer path to purchase, the metaverse, and more.

Digitally native brands like derschutze鈥攁 German streetwear brand leveraging TikTok for explosive growth鈥攄emonstrate how social platforms can compress traditional brand-building timelines. Multichannel retailing is gaining ground.

According to March data from Koddi, 66% of US retail media buyers plan to boost video spend on platforms like YouTube, TikTok, and Instagram, while 63% expect to grow overall social media budgets. And social media activity (likes, comments, etc.) is considered to be a valuable type of customer data for driving marketing decisions among nearly 3 in 10 US brand and agency marketers.

Many of the top 20 sites are social media and video platforms like Instagram, Pinterest, LinkedIn, and TikTok. Ecommerce. Two shopping sites made it into the top 10鈥擡tsy and Amazon, though the latter鈥檚 Amazon Web Services (AWS) page, not its ecommerce platform, had most of its AI search traffic. Education and news.

What鈥檚 driving action: Social media healthcare ads are more effective than TV ads in getting consumers to take action. 18% took action after seeing ads on social media and video platforms including Facebook, Instagram, TikTok, and YouTube, versus 16% who took action after seeing traditional TV ads. 12% were motivated by connected TV ads like Hulu or YouTubeTV. 8% said healthcare or pharma websites including

Pay with Venmo鈥檚 presence will be expanded at in-app and online checkouts such as TikTok Shop, Uber, Instacart, and Domino鈥檚. The strategy: While Venmo is known as a peer-to-peer (P2P) payments provider, PayPal is continuing its long fight to make the app a full-service platform to improve its profitability.

The ad revenues of Xiaohongshu鈥檚 parent company, Xingyin Information Technology, grew 43% YoY in August 2024, while TikTok-parent ByteDance saw a drop of 27% in ad revenues over the same time frame, per Guideline Standard Media Index (SMI) data. Predictions.

US adults spend more time on Facebook (20 minutes) than any other platform, followed by TikTok (18 minutes), per our June 2024 forecast.

Zooming out: Despite being a relatively new and uncanny phenomenon, virtual influencers are already showing promise for brands. 29% of US consumers have made a purchase based on endorsements from virtual influencers, while 27% would consider this in the near future. 59% percent of YouTube users follow virtual influencers, while 56% follow these creators on TikTok and 51% follow them on Instagram.

He noted that the platform saw the second-highest media spend growth YoY in 2024, behind only TikTok. Still, many say Reddit remains in the experimental bucket for brands as they figure out what works and what doesn鈥檛. Several factors are contributing to ad spend increases. The growth in ad spend isn鈥檛 coming from a singular source.

They鈥檙e willing to repost something on TikTok that worked two months ago, just changing the hook鈥�to see if it will perform better.鈥�. Our take: As social media users, especially younger generations, increasingly turn to social for product discovery, brands that are willing to adapt and are strategic with their creator partnerships stand to gain most.

Although publishers are working to meet audiences where they are鈥攐n social and video platforms鈥攖heir content is being watched, not clicked, per Digiday. 36% of TikTok users pay less attention to mainstream media and more to content creators, per Reuters Institute鈥檚 2025 Digital News Report.

The population is most likely to be on Instagram, followed by TikTok. Use this chart: Marketers can use this chart to make the case for leaning into video, social, and gaming to reach Gen Z. Retailers can use Gen Z鈥檚 high digital buying penetration to make the case for better shopping UX. And media planners can use it to determine investments in channels like podcasting and VR.

The ability to sell to consumers directly via TikTok Shop and Amazon is contributing to healthy sales growth: US K-beauty sales on Amazon shot up by 122% YoY in Q3 2024, more than four times the growth rate for total skincare sales on the marketplace, per a Samsung Securities report.

When vice president Kamala Harris launched her presidential campaign in late July, she needed to quickly make a splash with voters. Social media, and TikTok in particular, was the ideal platform. 鈥淚t's on TikTok where Kamala is really shining,鈥� said our analyst Jasmine Enberg on a recent edition of the Behind the Numbers podcast. Here are three things to consider about Harris鈥檚 social media and campaign strategy.

Zooming out: The news comes shortly after UFC signed a deal with Meta and TikTok renewed its content partnership with Major League Soccer, signalling a race among major social platforms to bring high-viewership sports into the fold. Why it matters: Pinterest is leaning into fandom culture.

While many retailers focus their social media efforts primarily on TikTok and Instagram, Claire's fastest-growing channel is YouTube, according to Hurley. 鈥淲e need to actually be where our consumer is the most, which is on YouTube Shorts,鈥� Hurley said.

Amazon isn鈥檛 taking its Q2 miss lightly: The retailer aggressively pushes to drive growth by partnering with TikTok and Pinterest, testing a speedy delivery service, and courting Chinese sellers.