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While teens retain digital habits from childhood (such as a strong preference for YouTube), their newfound independence and desire to connect with peers has led them to new habits.

Reddit’s user base and ad revenues are growing rapidly, as is its prominence in search engines like Google. Here’s how marketers are showing up on the platform in ways that resonate with users.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

Digital gaming is popular across generations. But Gen Zers and millennials are more likely to game on multiple platforms, seek community around the hobby, and pass the habit on to their children.

Automated ad systems, boosted video ad spending, and platforms leaning into their unique qualities led to a bounce-back year in 2024 for social networks overall.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector’s fastest-growing ad channel.

New mothers are increasingly digitally native. But their digital habits are defined more by their children’s life stage than by their own generational cohort.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

This report focuses on how time spent with media, device ownership, and media adoption stack up in Middle East and Africa.

How time spent with media, device ownership, and media adoption stacks up in South and Southeast Asia.

How time spent with media, device ownership, and media adoption stack up in Central and Eastern Europe.

Media habits in Canada have changed, favoring digital across all formats. The GMI report for Canada is a single source for quantifying the pace of change in time spent with media, media adoption, and device ownership.

How time spent with media, device ownership, and media adoption stacks up in Western Europe.

How time spent with media, device ownership, and media adoption stack up in East Asia and Oceania.

How time spent with media, device ownership, and media adoption stacks up in Latin America.

How time spent with media, device ownership, and media adoption stack up in China.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

Western Europe isn’t the biggest market for TikTok in terms of user numbers. But its users are highly engaged and digitally savvy, so the platform should be an attractive proposition for marketers.

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

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.​

The number of LGBTQ+ consumers in the US is growing, and they seek authentic inclusivity from brands trying 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.

Asia-Pacific is key to TikTok’s growth thanks to its expanding number of users, swelling middle class, and friendlier political environment. Which countries are leading the way, and how will TikTok continue its growth?

Gen Zers and millennials are increasingly turning to social media platforms for health-related information. Here’s the data you need to ensure your marketing campaigns are reaching these cohorts.