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Go further: Read our report 鈥淯S Digital Buyers by Demographic 2025.鈥�.

But only about half (51.7%) of Asia-Pacific鈥檚 population will be digital buyers in 2025. The region is in second-to-last place ahead of only the Middle East and Africa in digital buyer penetration. While adoption is very high in Australia, China, Japan, South Korea, and Singapore, the region鈥檚 other countries are laggards, underlining their market potential.

US Digital Buyers by Demographic 2025 (蘑菇AV subscription required). The First 100 Days of Trump (蘑菇AV subscription required). Methodology: Data is from the April 2025 Ad Age and The Harris Poll survey as cited in company blog. 1,088 US adults were surveyed during March 2025.

Digital shopping is especially social. Gen Zers lag behind millennials and Gen Xers in digital buyer penetration, as a large portion of Gen Z does not yet have disposable income. As these future digital buyers grow up and become financially solvent, their digital behaviors should be closely watched. Financial rewards are not the only motivation for Gen Z.

Its popularity in China, where 47.2% of digital buyers will be livestream buyers, remains unmatched. But after a few years of uncertainty, digital marketers in the US can now be sure that livestreaming has a bright future in their home market. Social media is the main driver, but not the only one.

Mental health is the leading value that Gen Z, an essential source of digital buyer growth, wants brands to support. Reaching critical audiences requires brands to align with the social issues that resonate with these consumers. Audiences are willing to shift their spending away from brands that don鈥檛 remain committed to diversity, equity, and inclusion (DEI) initiatives like mental health awareness.

We expect Mercado Libre鈥檚 digital advertising business to nearly double in size between 2024 and 2026鈥攔ising from $1.04 billion to $2.00 billion鈥攄riven by an influx of new digital buyers and more full-funnel ad offerings. Mercado Pago is a key part of Mercado Libre鈥檚 mission to make digital payments a common part of everyday life.

Livestreaming is an increasingly popular option for shoppable media, with over 20% of US digital buyers making a purchase off livestreams in 2025鈥攁nd since TikTok earns commissions on sales made through the platform, its livestream push is a natural next step for driving revenues.