Recent data suggests that baby boomers, often stereotyped as technologically challenged, are instead simply selective in the digital media they consume.

Since its launch in September 2023, over 11% of US households have purchased items via TikTok Shop, according to data from a recent Earnest Analytics’ report, which analyzed credit card transaction data to learn more about TikTok Shop users.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

Time spent on social media by US users is set to plateau in 2025. But there are substantial differences in how different age groups spend time on social platforms.

Don’t let the myths get you down, social shopping is alive and well. Gen Z is full of contradictions. And “TikTok-famous” is becoming synonymous with Hollywood famous. Here are three key takeaways from Shoptalk 2024.

US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

To reach the overwhelmingly young, diverse, and growing population of Hispanic consumers in the US, advertisers must understand their media preferences.

As Latin America’s digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time—and money—if they wish to maintain a competitive edge in today’s rapidly evolving business environment.

“Most marketers want to be cutting-edge, and to be able to say that they’re exploring new technology,” Jack Johnston, associate director at Tinuiti, said about AI’s explosion into social media tools. “But our focus is not just being gimmicky and tapping into AI because it’s AI, but doing it because there’s a real business value and a positive impact that can come from it.”

Social media is an integral part of the digital lives of US consumers under age 18. What they see and how they behave on social also has real-world impact, which has resulted in increasing scrutiny from consumers and lawmakers.

Facebook was the No. 1 social media channel where US internet users interact with brands in 2023 at 61.5%, according to February 2024 data from Attest.

Meta to end News Tab in US, Australia as it focuses on video content: The shift reflects changing digital media consumption patterns.

Meta tells advertisers not to buy ads on iOS: The company looks to build SMB allies by advising brands to avoid Apple fees.

Social media’s relationship with news and politics is getting even more complicated in the age of AI. Brands and the platforms will face big risks and challenges as mis- and disinformation proliferate this election year.

Sometimes, consumers don’t behave how we expect. Despite their digital-native status, Gen Zers still shop in-store, while baby boomers are all about new-kid-on-the-block Temu. And though they’re still mostly children, Gen Alphas are making their mark on the retail landscape.

On today's podcast episode, we discuss Facebook turning 20 years old. We look back at how Facebook got started, its most significant highs and lows over the years, and predict what the social media giant will look like at age 30. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.

While some were skeptical of Temu’s staying power, the app’s low prices and social-first marketing strategy seem to be resonating with consumers. Opening its platform to US sellers could bring competition for Temu at a time when consumer perception is flagging.

Meta rings in two decades of Facebook: The company has undergone major transformations, and 2024 will bring more changes as AI and regulation shape its trajectory.

What is shoppable media and which formats have the most potential?

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.