Instagram’s users are willing targets for creator-driven commerce. Because they are young—60.8% of US users were under age 35 last year, we forecast—they are highly receptive to pitches from the influencers they follow.

According to our latest forecast, there are now 58.3 million Amazon Echo users in the US, up from 39.8 million in 2018. But we see growth tapering off, with the number of users only expected to grow by fewer than 2 million per year through 2024. While Echo devices may have entered the mainstream, voice commerce uptake has been considerably slower.