Cotd Trends & Statistics
Majority of media agency professionals plan to increase CTV spending
Marketers can use this to recognize high growth areas of investment strategies and acknowledge the uncertainty shown in TikTok investments as a potential nudge to diversify their social ad spend.
Advertisers adjust their budgets to capitalize on retail media
US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 EMARKETER forecast.
Shoppers brace for tariffs, looking to sales and coupons to offset price increases
Less than 10% of shoppers don’t expect to make any changes to their shopping habits due to tariffs, according to February 2025 data from Numerator.
Consumers swap brand loyalty for product experimentation
70% of consumers worldwide have switched brands because they enjoy experimenting, according to a January 2025 Capgemini report.
Nearly three-fourths of Gen Zers will play digital games by 2027
Almost three-fourths (74.8%) of Gen Zers will be digital game players by 2027, according to our December 2024 forecast.
Most consumers are uncomfortable with AI-generated ads
Nearly two-thirds (65%) of US adults feel at least somewhat uncomfortable about AI-generated ads, according to September 2024 data from EMARKETER and CivicScience.
Tariffs put over $2 trillion in trade with Mexico, Canada, and China at risk
The US does $2.18 trillion in cross-border trade (both imports and exports) with its top three biggest partners—Mexico, Canada, and China—according to the US Census Bureau.
Creatives struggle with inconsistent metrics when measuring ad performance
36% of UK and US content and creative professionals cite inconsistent metrics across platforms and limited resources as the biggest hurdles in measuring digital content performance and ROI, according to October 2024 data from Canto and Ascend2.
Majority of marketers unsure how to work with AI
Over half (54%) of marketers feel overwhelmed by the prospect of implementing AI into their workflows, according to October 2024 data from HubSpot.
Facebook is more influential than TikTok for purchase decisions
25% of US adults consider Facebook the most influential social media platform for purchasing decisions, putting it just ahead of TikTok (21%) and Instagram (20%), according to Relex.
Cable leads US Black adults' TV time
US Black adults spend the greatest share of their total TV time watching cable (22.4%), followed by broadcast (21.8%), according to a 2025 Nielsen report.
Foot traffic to Aldi’s rises as shoppers grow more price sensitive
Foot traffic to Aldi stores grew 12.3% YoY in Q4 2024, over twice the growth of low-cost competitor Trader Joe’s, according to data from Placer.ai.
Ticketmaster dominates US ticket sales
US ticketing service Ticketmaster had more unique visitors in December 2024 than the next nine sites/apps combined, according Comscore data.
Advertisers leverage contextual targeting, first-party data to combat signal loss
Contextual targeting and first-party data are the top strategies US advertisers will use to maintain targeting effectiveness amidst growing privacy laws and loss of persistent identifiers, according to November 2024 data from Proximic.
Marketers chase better measurement across channels
64% of US ad buyers expect to focus somewhat or significantly more on cross-platform measurement in 2025, according to a December 2024 IAB survey.
US adults think businesses have a responsibility over safe AI use
68% of US adults think the government and businesses share responsibility over preventing the spread of false information through AI, according to a December 2024 Gallup and Telescope Foundation survey.
Ninety percent of consumers have a Facebook profile
Nine in 10 consumers worldwide have a profile on Facebook, according to a January report from Sprout Social.
Nearly three-quarters of low-income consumers see fast food as a luxury
Less than a third of US consumers with a household income of more than $100,000 see fast food as a luxury, compared with 71% of consumers with an income of less than $30,000, according to April 2024 data from LendingTree.
News and magazine apps lead in audience engagement
News and magazine apps have the highest engagement score in North America, with 29% of monthly active users coming back daily, according to a September 2024 Airship survey.
More than 1 in 10 website ad dollars goes to made-for-advertising sites
11% of worldwide website ad spend went to made-for-advertising (MFA) sites in Q3 2024, according to Pixalate.
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