Move over, millennials: The new kids in town, Gen Z, have claimed the crown as most sought-after demographic for brands. With their deep digital nativity and social influence, this generation is making its mark on society and brand strategy.

New data shows millennials and Gen Zers seek health advice online (including on social media)—a trend that already has some physicians turning to TikTok to build patient trust and connection.

How should marketers adapt their social media strategy to maximize engagement with US social media users? WHAT’S IN THIS REPORT? Our latest forecasts for US social network users by platform and for time spent with social media, plus an analysis of what the changes mean for marketers.

As a result, many of those teens and young adults share TikTok content with relatives or friends, who then buy the featured item for them elsewhere. People who shop on TikTok browse and buy goods more frequently than shoppers on other social platforms.

TikTok use is being driven by younger adults: Almost half of the app's US users will be between 18 and 34 this year, a figure that decreases as the user segment gets younger and older. For instance, just 1.8% of TikTok's users will be 65 and older in 2022.

Baby boomers are also growing older and aging out of social media. Millennials and Gen X are still Facebook’s main users. Together, those two generations will make up more than half of Facebook’s US user base in 2022. Even as Gen Z’s user share rises, it won’t reach that of either Gen X or millennials through at least 2025. Facebook will add nearly 9 million US users between 2020 and 2025.

More than three-quarters of internet users in Latin America, or 337.3 million people, will watch digital video on any platform—not just social media—this year, according to our September 2021 forecast.