Though the ad industry has had a notoriously difficult year, search advertising is well positioned to grow in the years to come. On the consumer side, however, search behaviors are shifting, which could spell danger for those who don’t innovate.

Among US adults 34 and younger, 30% had used visual search for shopping as of August, and 12% used it regularly. By comparison, 22% of US adults overall had used the functionality, and 8% used it regularly.

More than eight in 10 consumers search for information online, and most of them conduct this activity on mobile devices as well as PCs. Many also now use even newer channels like visual and voice.

This year, 77.4 million people in the US—or nearly a quarter of the population—will use Pinterest, a 7.0% increase from 2017, according to eMarketer estimates.