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Discusses the latest trends in US digital media consumption and consumer spending as they reshape the advertising and retail sectors. Provides insights into the convergence of business models in the face of digital transformation and technology advances. Explores innovative strategies for advertisers and retailers to win consumers in the digital era.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Almost 70% of Gen Z internet users will use TikTok monthly this year, according to our forecast. Their spending power is growing, and they are more likely to be social buyers than any other age group. That鈥檚 why many advertisers have gravitated to TikTok. To rival TikTok, Instagram would need nearly every 18- to 24-year-old user to watch Reels.

The 鈥淭ikTok generation鈥� transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

Gen Z shows a strong inclination toward Snapchat (52.3%) and TikTok (43.8%), but YouTube remains vital with 25.5% of the total user share. Disney+, capturing 30% of Gen Z users, struggles to maintain engagement with the youngest audiences. US children under 12 prefer YouTube, which has 28.6 million viewers, followed by Netflix (17.2 million) and Disney+ (15.6 million); see chart below.

Marketers can target beyond Gen Z on TikTok. Yes, Gen Zers are still TikTok鈥檚 primary user base, but other consumers in their core earning years are increasingly on the app. Meanwhile, other platforms鈥� growth in older age groups is stagnant or declining. Many brands on TikTok have even begun to turn to influencers from the Gen X and baby boomer generations to help distill their messages.

87.9% of US Gen Zers are social network users, according to our forecast.

Discuss the latest trends in US digital media consumption and consumer spending as they reshape the advertising and retail sectors. Provide insights into the convergence of business models in the face of digital transformation and technology advances. Explore innovative strategies for advertisers and retailers to win consumers in the digital era. Our clients can access the full study here.

Overuse of phones and social media is harming the mental well-being of the youth, as 73% of Gen Z reports heightened sadness and loneliness, according to Dcdx. The firm's recent report indicates Gen Z's daily screen time averages 7 hours on mobile devices.

How to build the perfect TikTok ad campaign, according to TikTok. 3 insights into Gen Z social media usage鈥攁nd how marketers can capitalize. A 鈥榙elulu鈥� marketer鈥檚 guide to using Gen Z slang without being cringe. People are watching longer TikToks. What does that mean for competition with YouTube?

The US Hispanic population is young and growing faster than the general US population is. Their buying power will approach $2.8 trillion by 2026. Here鈥檚 a look at their media habits and how to reach them.

On today's episode, we discuss the impact Threads will have on Twitter usage, how much of a revenue boost this could be for Meta, and what advertisers should be thinking about with the arrival of this new app. "In Other News," we talk about Snap's efforts to tempt creators and whether it's possible to actually prove that social media is bad for teens. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.

YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).

This dual achievement is particularly notable as competitors Ulta and Target lost share with the crucial Gen Z demographic during the same period. 5. Ben & Jerry's. Ben & Jerry's earned the fifth spot as the ice cream brand seeks investors to separate from parent company Unilever amid disagreements over politics and social issues.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.