Key stat: Among US consumers ages 18 to 44, 53% prefer digital to phone when receiving help with a product- or service-related question, while just 35% of consumers ages 45 to 75 favor digital to phone, per Verint.

Nearly 96% of advertisers worldwide will include attention-based metrics in at least some of their media buys this year, according to May data from DoubleVerify.

Key stat: US influencer marketing spend will grow more than three times faster than social ad spend in 2023, and it will remain ahead through 2025, according to our forecast.

Key stat: Ads for products on sale are the most effective form of retail media advertising, with 51% of US digital shoppers saying they pay attention to them and 44% of digital shoppers saying they purchase from them, per Integral Ad Science.

Fewer than a third of US shoppers turn to department stores’ websites (31%) or brick-and-mortar locations (24%) when conducting beauty research, according to a May survey conducted by PowerReviews. In contrast, 71% turn to a specialty retailer’s website when researching new products.

Key stat: 28.0% of Gen Z consumers have discovered grocery products via search engines, compared with 16.7% that have discovered products while browsing store shelves, per our forecast.

Amazon’s advertising division ranked highest in our Power of Amazon in 2023 report. Its retail ecommerce division, Amazon’s biggest business by dollars, lost share between our initial rankings in 2021 and our current forecast.

TikTok will beat Facebook in time spent in 2025, with US adults spending over 5.19 billion total minutes per day on the platform, while they will spend a total of 5.02 billion total minutes per day on Facebook, according to our forecast.

Key stat: About 98% of creators use Instagram feed posts, Instagram Stories, and Instagram Reels, putting the platform above TikTok, Facebook, and other popular social networks for creator use, according to Mavrck.

Key stat: US digital commerce platform gross payment value growth will slow down this year, increasing only 9.0% compared with last year’s 25.0%, per our forecast.

Ecommerce sales growth worldwide is poised to increase by 8.9% in 2023 after increasing by 6.5% in 2022, according to our forecast. While this growth trend will continue in 2024—reaching 9.4%—ecommerce sales growth worldwide will fall to 8.6% in 2025.

The largest share of US programmatic out-of-home (OOH) ad spend went to billboards (41%) in H1 of this year, followed by screens and TVs (24%) and display panels (14%), according to Place Exchange.

Of US Gen Zers on Threads, 40.1% downloaded the platform because it looked fun, while 38.7% wanted to try something new, according to our survey data.

Klarna will generate $33.38 billion in US buy now, pay later (BNPL) payment value by 2027, pulling ahead of Affirm in a period of massive growth for BNPL providers, per our forecast.

Cost is the most important factor for 59% of US brand-side marketers when selecting an agency, according to a joint report from the Association of National Advertisers, 4A’s, and Advertiser Perceptions.

More than half of advertisers worldwide are extremely or very confident in their ability to measure social media, video, search, and display marketing ROI, according to Nielsen.

S digital out-of-home (DOOH) will make up 31.4% of out-of-home (OOH) ad spend this year, showing recovery after a pandemic dip, according to our forecast.

By 2027, there will be a combined 135.5 million Gen Z and millennial social network users in the US, over half of total US social network users, according to our forecast.

Key stat: Generative AI adoption will climb to 77.8 million users in the two years following the November 2022 release of ChatGPT, more than doubling the adoption rate of both tablets and smartphones, according to our forecast.