This report looks at how digital technology fits into the daily lives of US kids—digital natives who, compared with teens and young adults, aren’t really all that digital.

Douyin, TikTok’s equivalent in China, will grow 27.8% to 442.58 million users this year, which means that more than half of China’s internet users will use the short-form video app, according to eMarketer’s new estimates. Growth will slow to 7.3% in 2020 and continue to drop in the next few years.

In 2019, Instagram's US user growth rate will have dropped to single digits for the first time to 6.7%, down from 10.1% in 2018. Starting in 2020, and through the end of our forecast period in 2023, we estimate that the social media platform will grow slower than previously expected.

Social networks are no longer what they used to be. Case in point: The rise of short video-app TikTok in 2019 is a sure sign that what defines a social network will be very different in 2020.

eMarketer global director of public relations Douglas Clark compares our latest US adoption figures for young adults on Facebook against those of its sister platform Instagram and fierce competitor Snapchat.

eMarketer senior forecasting analyst Oscar Orozco breaks down our adoption estimates for Douyin, the Chinese version of TikTok, and reasons behind its popularity.

Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.

With 2020 shaping up to be a chaotic year, these are the video trends marketers will need to pay attention to.

eMarketer vice president of business development Marissa Coslov explores Facebook adoption in the UK by age group and why the platform is losing teens and young adults.

eMarketer vice president of business development Marissa Coslov discusses our latest estimates for revenues derived from app installs in the US and growth drivers like Snapchat and TikTok.

In 2019, 94.5% of internet users in China will be social network users. That amounts to just 59.0% of the country’s population. This report covers the trends shaping the market, as well as our first-ever user forecast for the popular short-video platform Douyin and updated estimates for WeChat and Sina Weibo.

Instagram will remain the world’s second-largest social network in 2019, with 788.4 million users. Growth will primarily come from emerging or developing economies, including Russia and India, but every country that we track will add new users in 2019.

eMarketer principal analyst Nicole Perrin and vice president of content studio Paul Verna face off on the topic of social media and how much it is to blame for our increasingly divided society. Then junior analyst Blake Droesch discusses social video content, how to reach young people in the morning and a new partnership between Verizon and Snapchat.

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

Advertisers are making significant investments in connected TV as the TV landscape becomes more fragmented.

Looking to reach college students during the back-to-school shopping season, grocery retailer Kroger turned to one of the marketing world’s buzziest new platforms: TikTok.

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch discuss TikTok's US image, whether competitors can copy it out of business and how in-app buying will affect the platform. Then they talk about the ANA Influencer Marketing Conference, why Facebook is introducing Stories to its dating service and whether Americans will miss seeing Instagram likes when they go away.

It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned short-form video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.

We look at how digital tools like smartphones and social media fit into (or distort) the lives of teens, who are the core of Gen Z.

Though TikTok has become a craze among some younger Americans over the past year, recent headlines over a US government investigation into the platform’s Chinese parent company ByteDance regarding national security concerns have some marketers worrying.