Americans 12 to 34 years old across several platforms has either leveled off or is waning, while 2019 research from Global Web Index suggests that the amount of time millennial and Gen Z audiences spend on many social platforms is either flat, declining, or not rising as greatly as it has in years’ past.
In 2020, nearly 2/3rds of queries on Google ended on Google itself i.e., without clicking on an external link (organic or ad). This highlights how over time Google is increasingly showing the results for common queries inline (in its knowledge graph) rather than directing traffic to websites.