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.

Key stat: 61% of US paid search marketers think future chat-based search advertising will be very or extremely effective, according to NP Digital.

US adults are fairly evenly split on using mobile payment apps online versus in-store—except with PayPal, where 36% of users use the platform online most often, compared with 29% of users who use the app in-store, according to CivicScience.

US retail ecommerce sales will reach $1.720 trillion by 2027, hitting a milestone of more than 20% of overall retail sales, according to our forecast.

More US consumers are engaging in money-saving activities (like using coupons or shopping for deals) in 2023 than they did in 2019. The number of US consumers doing more comparison shopping online in particular has risen by 17 percentage points from 2019 to 2023.

In 2025, more than half of US Gen Zers (52.9%) and millennials (52.0%) will be monthly generative AI users, according to our forecast.

US programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase, according to our forecast.

The majority of subscription video-on-demand sign-ups on Peacock and Hulu are ad-supported, according to Antenna, accounting for 69% and 58% of overall subscription plans, respectively.

Meta accounts for 19.5% of US digital ad spend, despite US adults spending only 7.6% of their time with digital media on the platform, according to our forecasts.

This year, less than 20% of US adults across all age demographics will purchase a product as planned if they are met with dynamic pricing of products in-store or online, per CivicScience.

Over one-third (37.7%) of US consumers’ time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers’ TV time.

The top two reasons shoppers worldwide buy directly from brands are a better price (53%) and free delivery (49%), followed by fast and convenient delivery and free returns (both 36%), according to Wunderman Thompson.

US marketers are allocating more of their advertising budget to social media and TV (19% each) than digital (14%), email (12%), and out-of-home (OOH) (7%) media channels, according to Quad.

US connected TV (CTV) ad spend will grow 63% between this year and 2027, for a total of $40.90 billion, according to our forecast.

Walmart was the biggest US retailer by US sales in 2022 with nearly $500 billion in sales, more than double the size of runner-up Amazon, according to the National Retail Federation.