ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Marketers are doubling down on AI for activation, not just analysis

Article |
 Sep 12, 2025

Volvo and Mastercard partner for in-car toll payment pilot program

Article |
 Sep 12, 2025

Microsoft–OpenAI deal revision could loosen financial ties, software dependence

Article |
 Sep 12, 2025

Gen Zers prioritize their financial success over family and social lives

Article |
 Sep 12, 2025

Gen Z’s side-hustle income calls for personalized banking products

Article |
 Sep 12, 2025

Doctors begin to lose interest in Rx medicines months before prescribing slows

Article |
 Sep 12, 2025

Tylenol autism claims test Kenvue’s brand trust with expectant moms

Article |
 Sep 12, 2025

Gen Z embraces crypto for a variety of banking transactions

Article |
 Sep 12, 2025

Chime’s secured card features no fees or interest charges in long game for customer retention

Article |
 Sep 12, 2025

Citi and US Bank cardholders get first look at Mastercard agentic payments

Article |
 Sep 12, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

UK Trends to Watch in 2024

Cautious Optimism Returns, While Regulation and Tech Force Strategy Shifts

Report by Bill Fisher, Carina Perkins  |  Dec 11, 2023
Download
Report
Share
Table of Contents
Cautious optimism returns to consumer and advertiser spend, despite a challenging economy
BNPL will mature as providers target Gen Z with shopping app features 
AVOD and FAST will offer a video inventory boost for UK advertisers 
AI will accelerate the shift to hyper-personalization as more retailers embed the tech
Social platforms will need to be ready for the Online Safety Act—fines will follow fast
Sources
Media Gallery
About This Report
As the economy improves in 2024, companies will be able to turn their focus toward technological advancements and upcoming regulations.
Topics
Retail Ecommerce Sales
Digital Advertising
UK
Table of Contents
Cautious optimism returns to consumer and advertiser spend, despite a challenging economy
BNPL will mature as providers target Gen Z with shopping app features 
AVOD and FAST will offer a video inventory boost for UK advertisers 
AI will accelerate the shift to hyper-personalization as more retailers embed the tech
Social platforms will need to be ready for the Online Safety Act—fines will follow fast
Sources
Media Gallery

The cost-of-living crisis will continue into 2024, but inflation is easing and wages are set to rise, leading to an improved outlook for retailers and advertisers. Consumers will remain cautious about their spending, which will drive demand for ad-supported video and buy now, pay later (BNPL). Advancements in technology and regulation, meanwhile, will force companies to revisit their strategies.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

Table of Contents

  1. Cautious optimism returns to consumer and advertiser spend, despite a challenging economy
  2. BNPL will mature as providers target Gen Z with shopping app features 
  3. AVOD and FAST will offer a video inventory boost for UK advertisers 
  1. AI will accelerate the shift to hyper-personalization as more retailers embed the tech
  2. Social platforms will need to be ready for the Online Safety Act—fines will follow fast
  3. Sources
  1. Media Gallery

authors

Bill Fisher, Carina Perkins

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jennifer Merritt
Vice President, Content
Jennifer Pearson
VP, Research
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo