By 2023, 17.9% of social network users in Russia will be on the platform. In Russia, the most popular social network is VK. Its similarities to Facebook have allowed Snapchat to inhabit a niche in the country’s social media sphere, which has helped the platform to flourish.

That year, we expect 67.2% of those young adult internet users to use Instagram monthly vs. 65.0% for Facebook. Despite the growth, Instagram will still have to compete with platforms like Snapchat and TikTok for younger users. Our forecast shows that Snapchat is already more popular among both US teens and young adults and will remain so through 2023.

In the US, teens and young adults are leaving. But gains among those ages 25 and older are making up for the losses. Read Next.

As social network user counts reach new milestones, brand marketers can’t ignore this massive audience, its behaviors on different platforms, and the enhanced targeting capabilities now available from ad products.

eMarketer vice president of business development Marissa Coslov explores Facebook adoption in the UK by age group and why the platform is losing teens and young adults.

Snapchat is still struggling to appeal beyond teens. While the platform continues to retain a healthy share of teens and young adults—its core demographic—it isn’t adding many more new users outside of these groups. Behind the Numbers: eMarketer's Forecast Methodology.

The number of social network users in Canada continues to climb, as a wider variety of platforms become available that can satisfy user appetites for information, entertainment, and personal expression.