Cotd Trends & Statistics
Social media users will surpass linear TV viewers next year
Next year, US monthly social network users will reach 236.4 million, exceeding the 228.6 million linear TV viewers, according to our June 2024 forecast.
Digital ad revenue is growing faster for Google than Microsoft
Since Q3 2023, Google has seen double-digit worldwide digital ad revenue growth—more than doubling that of Microsoft’s, according to the companies’ earnings.
Digital makes up over three-quarters of total ad spend in the US
Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).
The top 10 apparel retail sites by unique visits
Shein was the No. 1 apparel retail site among US visitors in June, with 46.9 million unique visits, according to Comscore data.
Millennials are the generation most likely to play online games
Nearly half (49%) of online gamers are millennials, putting the generation ahead of all others, according to July 2024 data from Comscore.
Gen Z is more likely to use social commerce during the holidays than other age groups
Gen Zers are more than twice (42%) as likely than the average (20%) to buy holiday gifts directly through social media in 2024, according to May 2024 research from Basis Technologies and GWI.
B2B marketers aim to up their social media and video content this year
More than four in 10 B2B marketers in North America and Europe plan to increase social media content (46%) and video (41%) distribution this year, according to April 2024 data by 10Fold and Sapio Research.
Nearly all US browsers could become cookieless in the future
87% of US browsers could become cookieless long term, according to our analysis of StatCounter data.
Meta’s ad share is nearly 3 times the share of time spent on its platforms
Meta will nab a far bigger share of US digital ad spend (21.3%) than YouTube (5.6%) or Netflix (0.3%) this year, despite accounting for a nearly equal share of US time spent with digital, according to our June 2024 forecast.
Most advertisers are interested in commerce media outside of retail
58% of brands and 51% of agencies would like to see retail media-like offerings from verticals beyond retail, according to Q4 2023 data from Criteo.
US adults spend most social media time on Facebook—but not Gen Z
US adults spend more time on Facebook (20 minutes) than any other platform, followed by TikTok (18 minutes), per our June 2024 forecast.
Big Tech’s mentions of AI have spiked over the last two years
Tech’s Big Five (including Meta, Google, Amazon, Microsoft, and Apple) have all upped mentions of AI during their 2024 earnings calls compared with two years prior, according to company releases.
Digital media makes up nearly two-thirds of consumers’ total time spent with media
Digital will make up 63.7% of the 12 hours and 37 minutes (12:37) per day US adults spend with total media in 2024, per our forecast.
China leads genAI use in select countries with US close behind
Key stat: 56% of internet users in China have used generative AI (genAI) compared with 46.3% of internet users in the US, according to February 2024 data from the Ministry of Internal Affairs and Communications (MIC) - Japan.
Walmart leads the top 10 US retailers by sales
Walmart’s total US retail sales reached $533.96 billion in 2023, growing 6.9% YoY, according to the National Retail Federation and Kantar.
Mass merchants are the No. 1 shopping destination for back-to-school this year
Over three-quarters (77%) of US parents plan to visit mass merchant retailers for their back-to-school shopping, per a May 2024 survey from Deloitte.
More than half of US consumers like playing video games
Key stat: 53% of US consumers love or like playing video games, according to April 2024 data from Collage Group. Among Gen Z, that figure increased to 72%.
Kids are more likely than adults to have access to most common consumer devices
Adults worldwide access smartphones at a higher rate (98%) than children do (90%), per December 2023 data from Razorfish and GWI.
The top 3 factors influencing marketing planning and spending according to CMOs
53% of B2C CMOs and 41% B2B CMOs worldwide said poor corporate financial performance would likely impact marketing planning and spending, per Q1 2024 data from CMO Council and Zeta Global.
Back-to-school retail spending slips after record high
Following an all-time high of $41 billion in 2023, US K-12 back-to-school retail spending will drop to $39 billion this year, according to July 2024 data from the National Retail Federation (NRF) and Prosper Insights & Analytics.
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