Younger, digitally engaged consumers love to use almost any technology that might make their buying process more self-sufficient, whereas traditional consumers are driven more by cost and ease of use.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

Improved foot traffic shows that good malls still draw a crowd: While they may not have the trajectory of ecommerce, traditional retail is recovering, even amid ongoing delta variant concerns.

This Snapshot includes infographics illustrating our proprietary forecast on time spent with media—digital and traditional—in the US, Canada, UK, Germany, France, India, China, Japan, and South Korea.