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.

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.