Sykes heads Klarna’s partnerships across the US and Canada, working to expand buy now, pay later (BNPL) options. Insider Intelligence: Why are younger generations turning to BNPL services? David Sykes: A lot of these consumers grew up during the [Great Recession] and saw their parents and family members getting in over their heads.

More on this: The Praesidio report, based on a survey of over 10,000 teens, parents, and teachers across 10 countries including the US and UK, found that while awareness of viral online “challenges” was high across all three groups, only 21% of teens actually took part in a challenge of any kind. In fact, most teens felt neutral or positive about challenges.

About two-thirds of US consumers want to integrate at least two of their digital activities, according to PYMNTS. Western users also seem receptive toward a bundled experience.

Among connected TV (CTV) companies we forecast, Hulu will lead in US ad revenues in 2021 at $3.13 billion, up 44% over 2020.

The number of US users that have seen the ATT prompt and opted into tracking is relatively low, per December 2021 information from AppsFlyer. Alternative solutions: Big Tech platforms and small game developers alike are looking to online sales, subscriptions, and in-app purchases to bolster revenues in the face of deteriorating ad effectiveness. Meta is aggressively pursuing ecommerce.

Gen Z is getting older and steadily moving toward becoming the most digitally connected generation. In 2024, US Gen Zers will surpass millennials in regular internet use, and they'll do the same with smartphone penetration in 2026.

US Usurpers. The UK’s already-crowded digital banking market is getting even more claustrophobic with the arrival of big US names like Chase and Goldman Sachs’ Marcus. Disadvantage to incumbents and neobanks: The deep pockets of both parent banks enable their digital offshoots to offer attractive incentives.

For example, in March, Amwell’s SilverCloud Health platform launched a program featuring video content and interactive tools to improve family mental health, including support for new parents, teens, and children.

The app is now the third-largest social network in the US (and worldwide), with 94.1 million US monthly users in 2022 and 813.7 million worldwide. We expect US adult TikTok users to spend close to 46 minutes on the platform per day this year, on par with YouTube and well ahead of Facebook, Instagram, Snapchat, and Twitter. The metaverse development timeline will get longer.

More than half of US adults were first taught about investing by either themselves or nobody.

About 30% of the US population and more than 54% of adults 65+ have received a COVID-19 booster shot.

Some 3% of US adults have already purchased real estate in a metaverse environment, and a further 8% are interested in staking their claim on a digital land plot. That said, more than half of US adults have never heard of virtual real estate, indicating we’re still a ways out from society going meta.

More on this: Fred Sainz, Apple's senior director of corporate communications, recently encouraged Fortune 500 CEOs to condemn a Texas governor's order calling for child abuse investigations of parents who provide transgender children with gender-affirming care.

TikTok is now the third largest social network in the US, ahead of Snapchat and Pinterest. Facebook won’t be able to stop the teen exodus, Instagram’s user base is growing older, and Twitter will start losing users.

We estimate that US TikTok users spent 39 minutes a day on the platform in 2020—the highest time spent figure of any social network we measure—and will maintain its lead through 2023. Why it matters: That success has led to other social platforms taking renewed interest in incorporating recommended content—and for TikTok parent ByteDance to take its algorithmic offerings off-platform.

With average US life expectancy at 79 years, the next decade will likely see Gen Xers receive the bulk of wealth passed down from their parents in the silent and baby boomer generations. Millennials are also poised to become a new target audience for wealth managers. The wealth transfer will see this generation hold five times as much wealth by 2030 as it did in 2019.

Gaming in particular has been the No. 2 most popular mobile activity of US kids ages 8 and younger for four years, well before the suit was filed—in 2017, 70% of parents reported their child played mobile games, per a study by Common Sense Media.

With more than 6 in 10 smartphone users adopting mobile peer-to-peer payments in the US across multiple apps, providers are looking to widen their addressable base, mitigate pain points, and drive engagement.

The parent of Facebook, Instagram, and WhatsApp is betting heavily on its Reality Labs division, which now includes over 17,000 people, per The Verge. That’s 21% of the company’s headcount accounting for less than 3% of revenue.

Even though the current generation of children are the most tech-savvy ever, wearables like Fitbit Ace 3 could pose serious risks around data privacy and safety that drive their parents away from buying. Children today have grown up immersed in technology: In the US, 18% of kids 11 and under and 83.2% of teens own a smartphone, per Insider Intelligence.