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EMARKETER

Data Drop: 5 Charts You Need in 2024

From Gen Z to Digital Wallets and AVOD

Report by Jennifer Pearson  |  Dec 26, 2023
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Data Drop: 5 Charts You Need in 2024
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Table of Contents
About 1 in 6 US adults are Gen Zers
Pay TV’s decline continues
Google’s share of ad spend will fall below 50% while genAI disrupts search
Digital wallets are firmly set as commerce enablers
TikTok is mainstream
Media Gallery
About This Report
As 2023 comes to an end, this is the data you need to kick-start 2024.
Topics
Digital Ad Spending
Digital Payments
Social Media Usage
US
Table of Contents
About 1 in 6 US adults are Gen Zers
Pay TV’s decline continues
Google’s share of ad spend will fall below 50% while genAI disrupts search
Digital wallets are firmly set as commerce enablers
TikTok is mainstream
Media Gallery

Broader adoption of generative AI (genAI) and regulatory scrutiny of Big Tech will shake up markets next year, as we discuss in our recent report, “Top Trends to Watch in 2024.” Meanwhile, TikTok, ad-supported video-on-demand (AVOD), and a larger share of adult Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

About 1 in 6 US adults are Gen Zers

With the youngest of the cohort turning 12 in 2024, Gen Zers are growing up. Adult Gen Zers now constitute 17% of the US adult population. As the older members of this generation age further into adulthood and the workforce, their purchase habits will help shape larger consumer trends.

US Gen Z and Total Population, 2024 (% of total)
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Table of Contents

  1. About 1 in 6 US adults are Gen Zers
  2. Pay TV’s decline continues
  1. Google’s share of ad spend will fall below 50% while genAI disrupts search
  2. Digital wallets are firmly set as commerce enablers
  1. TikTok is mainstream
  2. Media Gallery

Charts in This Report

US Gen Z and Total Population, 2024 (% of total)US Pay TV Viewers vs. Ad-Supported Video-On-Demand (AVOD) Viewers, 2019-2027 (millions)
Google's Dominant Lead Shrinks as Users Shift Some Search Tasks to Amazon and Social Media (% share of US search ad spending, 2020-2025)US Mobile Wallet Users and Penetration, 2021-2027 (millions and % of smartphone users)

authors

Jennifer Pearson

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