Social networks will reach almost full penetration among adult Gen Zers this year, or 99.0% of users ages 18 to 24. The next-highest penetration rate will be among the 25-to-34 age bracket, younger millennials, at 90.9%.

More than a third of adult consumers in Canada are podcast listeners, a growing and lucrative audience for brand engagement.

The topic of trust is especially germane in the digital era, where sources of news are more plentiful, the origin of news is more complicated to discern, and social media and search engines have emerged as primary disseminators of news.

GlobalWebIndex also found in its August 2019 study that roughly one in five of the Gen Z and millennial respondents had made a purchase inspired by an influencer or celebrity post on social media in the past month. GlobalWebIndex defined Gen Zers as those ages 16 to 22 and millennials as those ages 23 to 36.

How will social network ad spending and social usage change in 2020? And what will happen in hot-button areas, such as privacy, ad targeting and political advertising in social media? Here’s what we think lies ahead.

This report looks at how digital technology fits into the daily lives of US kids—digital natives who, compared with teens and young adults, aren’t really all that digital.

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.

Teens and younger millennials have been Snapchat’s core demographic since it originally launched. Over the past couple of years, the company has struggled to strike a balance between holding on to its younger users while also trying to attract older age groups. Ultimately, it was a strategy that didn’t have the desired outcome.

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.