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Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. Social media is the most popular activity in the region across demographics. The difference in adoption rates between gender, age, and income is less than 2%.

Dupe culture holds strong appeal on social media. As bargain-seeking shoppers look for a compromise between maintaining self-care and cutting back where they can, interest in lower-cost dupe brands is gaining ground. Aiming to duplicate the quality of more expensive products, brands like e.l.f. Cosmetics are partnering with social media influencers鈥攁nd consumer interest has spiked.

Distrust in the medical establishment is driving consumers to friends, family, and social media for advice. But many regret acting on the misinformation they鈥檝e received from these sources. Consumers are critical of the healthcare system, and most don鈥檛 trust its top decision-makers. Consumers across nearly every demographic disapprove of US healthcare.

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.

BuzzFeed鈥檚 BF Island aims to redefine social media with AI-driven creativity. But in a market dominated by giants, will it be a fresh start or just another failed pivot?

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major social networks; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors.

Creators need to entice varying demographics across platforms鈥攏ot all vertical video viewers want TikTok-esque content. Business as usual for marketers: Most marketing firms are proceeding with TikTok partnerships and continue to invest in TikTok integrations despite the looming ban, per CNBC. President Donald Trump told Reuters on Sunday, 鈥淲e have a lot of buyers. There鈥檚 huge interest in TikTok.

Social commerce sales are continuing to rise steadily, reaching $82.82 billion in the US next year, per our forecast. But it鈥檚 getting harder to convert new buyers. Here鈥檚 how retailers can encourage more social media purchases and boost their social commerce sales.

Rather than locking in on one athlete, brands should look for a group of athletes whose followers overlap with their intended demographic and whose posts exhibit an affinity for the brand鈥檚 category. 鈥淭hese may be athletes that you haven't heard of, but their audience has certainly heard of you or has an affinity for the product or the industry which you serve,鈥� Lawrence said.

Prestige beauty sales have gained the most ground thanks to social media (particularly TikTok) generating interest among younger demographics, relatively widespread distribution through both online and store channels, and the elevation of beauty routines and self-care trends during the pandemic.

What it means for marketers: Advertisers trying to reach Gen Alpha and other young demographics are still going toward YouTube and Roblox, but rapidly evolving privacy and protection policies are changing the landscape.

When Southwest Airlines announced they were charging for bags, Amtrak posted on X, 鈥淕uess we鈥檙e the only ones doing free baggage now.鈥� The post, followed by more info on Amtrak鈥檚 baggage policy, is an example of what Amtrak senior manager of social media Nicolle Lopez calls its infotainment strategy, designed to educate and entertain at the same time.

VR user penetration will hit critical levels across key demographics, and AR is gaining ground through mobile and social media. The tipping point will present new opportunities and challenges for advertisers. AR鈥檚 expansion is transforming the consumer landscape, with mobile devices leading the charge.

Moreover, banks should meet Gen Zers where they are: social media. As recession fears grow, educational social media campaigns on budgeting and investing could be another way to win over this demographic. More like this:. FDIC gives potential buyers more time to bid for SVB. Yellen and the Fed check in after the banking sector鈥檚 rough week. Paytechs emerged mostly unscathed from the SVB fallout.

Marketers can address rising cancer rates in younger people by creating educational campaigns on digital channels such as social media where these folks spend a lot of time and frequently encounter health information.

Big themes included the evolution of the creator economy, advancements (and hesitation) around AI, and marketing across shifting channels and demographics. Key Question: What were the key takeaways from South by Southwest (SXSW) 2025 for brands and marketers?

Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, the growth trajectory of major video sites, major social networks, major gaming sites, historical trends, internet and mobile adoption trends, and demographic adoption trends.

AI for consumers: Popular with key demographics and one of the leaders in time spent with social media, Instagram is serving as Meta鈥檚 testing ground for new features and initiatives like search advertising and Instagram Threads. Its popularity makes it the ideal space to test consumers鈥� appetite for AI. Sentiment around AI is generally low.

Overall social media/messaging usage in Canada was 97.1%, slightly ahead of the US (96.7%). When asked about using any of the specific social media sites (respondents were asked if they used any of the 49 named services), the usage rate was 95.2%. Messaging service usage was 90.2% (respondents were asked if they used any of the 17 named services).

The differences among demographic groups were more pronounced in digital audio streaming than for video streaming. A large divide was evident between the youngest age cohort (ages 16 to 24) and the oldest (ages 55 to 64), between high- and low-income households, and between urban and rural dwellers. Social media adoption was nearly universal, at 95.2%.

As platforms like Reddit grow, brands and agencies may begin diversifying media spend more aggressively, exploring platforms like Reddit not just as supplements, but as primary channels for certain campaigns or demographics.

Social media: Platforms like Facebook, Twitter, and YouTube reveal valuable information on users鈥� interests and preferences. Studying different demographic groups on these platforms can help FIs create targeted advertisements for these groups based on what they鈥檙e consuming. FIs can also use social media platforms to connect and engage with customers and prospects.

Segment your target audiences for email, text, and paid social by factors such as intent to purchase, prior behaviors, and demographics, and tailor your message accordingly. While more granular targeting can be pricier, the payoff is significantly higher. 5. Boost customer loyalty.