Snapchat is benefiting from several strong market trends. IDC projects that worldwide advertising spend will grow by 18% from $652 billion in 2016 to $767 billion in 2020. Mobile advertising is the fastest growing segment of this market, and is expected to grow 3x from $66 billion in 2016 to $196 billion in 2020. 43 According to forecasts by eMarketer and IDC for 2016, respectively, . adults will spend 26% of their time consuming media on mobile devices, while only 13% of . advertising will be spent on mobile. 44 This shift to mobile adverting from traditional TV ad spend favors Snapchat’s mobile strategy and young demographic.