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EMARKETER

UK Trends to Watch in 2025

Generative AI and Social Will Drive Growth as Secondhand Sales and Digital Video Viewing Surge

Report by Bill Fisher, Carina Perkins  |  Nov 26, 2024

Top Trends to Watch in 2025

Need-to-Know Trends Across 12 Industries and 6 Regions

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Table of Contents
GenAI will unlock economic and business growth
Demand for refurbished tech will drive a fresh surge in recommerce
Social, retail media, and AI will test Google’s digital advertising dominance
Social commerce will finally realize its potential
Digital platforms are reshaping viewing habits, but with a surprisingly traditional twist
Sources
Media Gallery
About This Report
GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.
Topics
Ecommerce Sales
Digital Advertising
UK
Table of Contents
GenAI will unlock economic and business growth
Demand for refurbished tech will drive a fresh surge in recommerce
Social, retail media, and AI will test Google’s digital advertising dominance
Social commerce will finally realize its potential
Digital platforms are reshaping viewing habits, but with a surprisingly traditional twist
Sources
Media Gallery

Generative AI (genAI) will boost the outlook for businesses and the UK economy in 2025, although consumers will remain thrifty amid the ongoing cost-of-living crisis. Social will steal a greater share of commerce and search ad spend—with retail media and AI also set to test Google’s dominance. Additionally, digital video viewing will overtake traditional for the first time.

Here’s what’s in the full report

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Table of Contents

  1. GenAI will unlock economic and business growth
  2. Demand for refurbished tech will drive a fresh surge in recommerce
  3. Social, retail media, and AI will test Google’s digital advertising dominance
  1. Social commerce will finally realize its potential
  2. Digital platforms are reshaping viewing habits, but with a surprisingly traditional twist
  3. Sources
  1. Media Gallery

Charts in This Report

The UK Is Second Only to China Worldwide in Terms of GenAI Adoption by BusinessesConsumers in Great Britain Are More Willing than Most to Buy Pre-Owned Tech like TVs and Laptops (% of adults in select countries who would consider purchasing secondhand/pre-owned tech, Feb 2024)
Likelihood That UK Social Media Users Search on Social Media to Research a Product Before Making a Purchase, June 2024 (% of respondents)UK Social Commerce Sales Are Growing Fast and Set to Double Over the Next Four Years (billions in UK social commerce sales and 4-year CAGR, 2024 vs. 2028)
Video Viewing Is Becoming Increasingly Digital, With the Tipping Point Coming in 2025 (average hrs:mins spent per day with digital video and TV among UK adults, 2022-2026)

authors

Bill Fisher, Carina Perkins

Contributors

Matteo Ceurvels
Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Madan Kumar
Copy Editor
Wendy Malloy
Director, Reports Editor
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
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