Advertisers will increase their spend on US retail media search ads every year of our forecast period in 2028, when it will see its most growth at 23.4% YoY, according to our March 2024 forecast.

56% of adults 18 to 24 in select countries have used ChatGPT, but that number decreases as people get older, according to April 2024 data from YouGov and Reuters Institute for the Study of Journalism at the University of Oxford.

US omnichannel retail media ad spend will hit $129.93 billion in 2028, according to our forecast, up from $54.85 billion this year.

4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.

87.9% of US Gen Zers are social network users, according to our forecast.

Netflix’s US ad revenues per ad-supported viewer will fall from $70.44 this year to $59.67 by 2026, according to our forecast.

Traditional search—which excludes retail media search—will claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

Sponsored content will account for $8.14 billion in US creator revenues this year, up from $5.12 billion in 2021, per our March 2024 forecast.

The number of mobile peer-to-peer (P2P) payment users in the US is growing, reaching nearly three quarters (74.4%) of US smartphone users by 2028, per our forecast.

Worldwide ad spend will grow 9.0% this year, according to our March 2024 forecast. Its growth is primarily bolstered by digital ad spend, which will increase 12.2% YoY.

Following nearly 25% growth in 2023, US game ad revenues will total $8.59 billion this year, a growth of 6.7% over 2023, per our March 2024 forecast.

Nearly half (48%) of US adults abandoned their online shopping cart at checkout because the extra costs (shipping, tax, fees) were too high, per a February 2024 survey from Baymard.

“Every tool that exists right now is getting AI infused into it,” our analyst Henry Powderly said on a recent episode of the “Behind the Numbers” podcast. Indeed, 24.0% of people in the US will use generative AI at work next year, per our June 2023 forecast.

In-store retail media ad spend will reach $1.06 billion by 2028, accounting for 0.8% of all retail media spend, according to our March 2024 forecast.

Among US beauty shoppers of all ages, beauty and personal care shoppers are most likely to buy in-stores.

61% of US adults value loyalty programs that are tailored to their shopping preferences, according to a March 2024 Bizrate Insights survey.

37% of ecommerce marketers worldwide use AI for customer service and support, according to February 2024 data by Qualtrics and Klaviyo.

43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV (CTV) advertising, per November 2023 data from Proximic.

53.1% of US Gen Zers watch long-form videos on social media. That said, short-form content is more popular for the generation, watched by 61.6%, according to our October 2023 survey.

Key stat: Nearly half (49%) of US adults will begin back-to-school shopping by early July, according to a March 2024 survey by LTK.