Teens and young adults spending more time at home. With schools and colleges shut down, students have more time to spend on apps, and short-video apps in particular are benefiting. The Kantar "COVID-19 Barometer"—a global study of consumer attitudes and media behaviors—found that from mid-March to mid-April 2020, usage of TikTok was up 33% for Gen Z respondents and 27% for millennials.

According to the study, 70% of millennials and 69% of Gen Z respondents said they either rented or wanted to rent products instead of purchasing. Additionally, 77% of millennials and 78% of Gen Zers said they had purchased or wanted to purchase pre-owned, repaired or renewed products.

The 18-to-34 age group—a blend of millennials and older Gen Zers—is heavily reliant on social media for personal interaction and entertainment. In 2020, 92.0% of the population in this cohort will use social networks at least once a month. What is unique about middle-aged adults? The 35-to-54 age group is in prime parenting years.

As the 2020 presidential race continues, some candidates are turning to social media influencers to spread their messages and garner support for their campaigns. It was reported that former New York City mayor Michael Bloomberg recently partnered with popular Instagram accounts to create meme content for promoting his candidacy, called the Meme 2020 project.

A September 2019 GlobalWebIndex survey found that 20% of millennials and 22% of Gen Zers in the US and UK have been inspired to make a purchase based on an influencer or celebrity recommendation. Social networks that integrate creators and shopping ads can bring influencers further down the funnel. TikTok, however, differs from other platforms that have social commerce.

Pinterest surpassed Snapchat as the third-biggest social media platform in the US in 2019, and it will continue to stay ahead in the coming years, according to our latest social user estimates.

In June 2020, Mindshare found that 68% of US adults believed brands should speak out against racial inequality and injustice, while Visa found that 75% of millennials would support businesses and causes in response to social justice protests. Read more:. Consumers expect brands to be inclusive. How social issues are sparking action among brands. Nike leads consumer brands for diversity in advertising.

eMarketer global director of public relations Douglas Clark compares our latest US adoption figures for young adults on Facebook against those of its sister platform Instagram and fierce competitor Snapchat.

That makes TikTok part of a new type of “social entertainment” that’s capturing the attention of teens and young adults worldwide. According to a September 2019 survey by Morning Consult, TikTok was used by about the same percentage of US internet users ages 13 to 16 as Instagram and Twitter. Overall, more than one-fifth (22%) of US Gen Z and millennial internet users used TikTok.

Brands have sought after millennials since the segment was identified as a demographic phenomenon reminiscent of the boomers. There’s been heavy investment in the creation of products and services that fit within an evolving consumer culture, one increasingly defined by this influential cohort. Growing independence and earning make this group the most digitally connected of all.