Overall, 37.7% of US teens will use Facebook in 2020. Snapchat remains the most popular platform by far, used by 66.5% of teens. Instagram ranks second with 46.9%. Instagram Is Closing the Gap in the 25-to-34 Bracket. Instagram has steadily gained penetration among younger internet users, passing Facebook among teens in 2018 and among 18- to 24-year-olds in 2020. Next up: the 25-to-34 bracket.
eMarketer principal analysts Mark Dolliver and Nicole Perrin, junior forecasting analyst Nazmul Islam and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss what the coronavirus pandemic has and hasn't done to print media. They then talk about racial diversity in ads, millennials in decision-making roles, and American teens' favorite social mediaplatforms.
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.