Gen Z’s complicated path to purchase leans heavily on digital platforms and channels. But offline resources still play a key role.

Shopping has spread across the entire social ecosystem. Our survey of social shoppers found that the kinds of goods and services people buy differ meaningfully across the platforms.

Reddit, unlike most social media platforms, is growing: Facebook, Instagram, and even TikTok are seeing engagement drops, per Comscore data.

Instagram shoppers and millennials are top spenders. TikTok shoppers buy most frequently. Gen Z has mixed habits on Facebook and Pinterest.

Influencers face uncertainty amid potential TikTok ban: Most creators have backup plans and are seeing increased engagement on other platforms, with Facebook and Instagram as top alternatives.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Whether social media can replace linear TV is debatable. But there’s no question that it’s a strong contender for linear TV’s audience and ad dollars.

US adults spend more time on Facebook (20 minutes) than any other platform, followed by TikTok (18 minutes), per our June 2024 forecast.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.​

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

Strong Q2 performance highlights Meta's resilience: Revenue and user growth indicate the social media giant’s robust health.

The number of Gen Z social media users continues to rise, but it’s baby boomers who are fueling growth on TikTok and Snapchat.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Inflation continues to impact spending in Q2, with 84% of consumers saying inflation had an impact on their spending, a 10% increase over Q1, per Jungle Scout’s research. Meanwhile, Amazon product categories recorded sales increases and social media shopping is on the rise.

Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media—particularly digital and social video—is picking up some of the slack, but it won’t halt the decline.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we’ve compiled a generation-by-generation breakdown on how and where to reach them.

Black consumers are tech-savvy and eager to stay up to date on the latest digital and pop culture trends.

Here are five charts that size social network usage on a worldwide level by platform and by country and region.