Chart of the day Trends & Statistics
Multiple creator promos drive purchases
Pop Mart doubles its US website audience in 2 months
Humans still win the content race
App activation rates much higher with identified users
YouTube reigns supreme in crowded streaming wars
Marketers are doubling down on AI for activation, not just analysis
Older adults outpace younger generations on TikTok
One-third of US adults use AI agents for discovery
Shoppers do their homework before heading to stores
Nearly three-quarters (73.5%) of US adults at least sometimes check prices or inventory online before visiting a store, according to a May survey from Locala and EMARKETER.
Gen Zers, Millennials consider beauty products essential
Google's AI summaries lead to far fewer clicks
Only 8% of Google searches with AI summaries led to a traditional link click, nearly half the rate of pages without summaries (15%), according to March 2025 data from Pew Research Center.
Shoppers trust genAI more than brand websites for purchase advice
GLP-1 drugs dominate prescription TV ad spend
Nearly half of ad-supported TV viewing is streaming
Streaming accounts for almost half (45.3%) of total US time spent with ad-supported TV, according to a July report from Nielsen.
Marketers use genAI to customize video ads
Audience customization is the top GenAI use case for marketers who produce multiple versions of video ads (42%), per a March Interactive Advertising Bureau (IAB) survey.
OOH spurs hike in awareness
Out-of-home (OOH) ads prompt an average 13.3% growth in US ad awareness, outpacing TV (10.2%), digital (3.9%), and connected TV (2.2%), according to a July report from Clear Channel Outdoor and Kantar.
TV is a major driver of holiday gift inspiration
32% of US connected TV (CTV) users find traditional TV ads useful/helpful for holiday gift info, while 34% say the same about streaming TV ads, according to June 2025 data from LG Ad Solutions.
ChatGPT’s web traffic nearly tripled in a year
ChatGPT saw 52.2 million US unique visitors in June, up 180.6% from last July, per Comscore.
Gen X leads global consumer spending in 2025
Gen X consumers will spend $15.2 trillion worldwide this year, the highest of any generation, according to NielsenIQ.
Beauty's social ROAS jumps after end-of-year dip
After beauty's social return on ad spend (ROAS) dipped to $1.90 in Q4 2024, the category saw a marked jump up to $3.50 in Q1 2025, according to a March report from Cart.com.
Powerful data and analysis on nearly every digital topic.
Become a ClientWant more marketing insights?
Sign up for EMARKETER Daily, our free newsletter.
Thanks for signing up for our newsletter!
You can read recent articles from EMARKETER here.- Learn about what technologies are transforming your industry
- Gain exclusive perspectives from top industry leaders
- Access thousands of data sets and forecasts via our iconic charts