Cotd Trends & Statistics
Nearly half of US marketers plan to invest in MMM over the next year
Nearly half (46.9%) of US brand and agency marketers plan to invest in marketing mix modeling (MMM) over the next year, according to a July survey from EMARKETER and TransUnion.
Consumers get a head start on holiday shopping
65% of US adults plan to begin their holiday shopping before Black Friday this year, according to August data from McKinsey & Company.
Direct traffic dominates fashion ecommerce
Most (53.7%) visits to US fashion and apparel websites came from direct traffic between July 2024 and June 2025, per an August SimilarWeb report.
AI transparency, data privacy top consumers’ concerns for brands on social media
Over half (52%) of consumers in Australia, the UK, and the US are most concerned about brands posting AI-generated content without disclosure, tied with mishandling personal data as their top social media worry, according to Q3 data from Sprout Social.
Middle-income consumers fear an expensive holiday season
Nearly half (49%) of middle-income US holiday shoppers are concerned that gifts will be more expensive this year, according to July 2025 data from Bankrate.
Affluent consumers rebound in luxury spending confidence
Over half (56%) of US luxury consumers plan to maintain or increase their spending in the next three months as of July 2025, a sharp rebound from April's low of 47%, according to a September 2025 report from Saks.
Most consumers don’t believe government leaders on health info
The majority (70%) of US adults do not trust health information coming from President Donald Trump, according to June 2025 data from Ipsos and Axios.
Social Ads Drive Half of Gen Z Consumers to Purchase
Half (50%) of Gen Z consumers have been driven to purchase by a social media ad, per an August YouGov report.
Most Americans pay for mobile apps
65% of US adults say they pay for at least one mobile app subscription, increasing to 77% for 18-to-29-year-olds, per a July YouGov survey.
Shoppers turn to AI first for research
More than half (53%) of US consumers turn to AI for conducting shopping research, per an August Adobe survey.
LGBTQ+ viewers choose streaming for control, content, and discovery
US LGBTQ+ viewers are more likely than the general connected TV (CTV) audience to cite exclusive content, ad-free content, and easier content discovery as reasons they prefer streaming, according to June 2025 data from LG Ad Solutions.
Entertainment outlasts other mobile categories
The worldwide average session duration for apps in the Entertainment category was 7.3 minutes between April 2022 and June 2025, more than twice the time spent per session on the next-highest category, according to a June 2025 report from Airship.
Teen boys prefer YouTube Shorts over TikTok for post-ad purchases
Over half (51%) of US teen boys say they’ve made a purchase after watching a YouTube Shorts ad, compared with 43% of teen girls, according to June 2025 data from Precise TV.
Gen Z holiday spending tanks in 2025
Gen Z’s expected holiday spend in 2025 is $1,357, down 22.5% from 2024, according to July data from PwC.
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
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