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UK retail sales are performing better than expected, with consumers still spending despite high inflation—but ecommerce will lose further share this year as shoppers continue returning to stores and cut nonessential spending.

However, France is still some way behind the UK. Click here to view our forecasts for average time spent with media in Germany and average time spent with media in the UK. Traditional media’s stronghold was only broken in 2022. Traditional media had long been dominant in France, sitting ahead of digital media time as recently as three years ago.

Note that GWI interviews and represents each country's online population ages 16+ (in Canada, Hong Kong, Japan, Israel, Singapore, the UK, and the US) or ages 16-64 (in other markets)—not its total population.

Methodology: Data is from the November 2024 Bazaarvoice report titled "Shopper Experience Index Vol 18." 8,000+ shoppers worldwide in Australia, Canada, France, Germany, India, the UK, and the US were surveyed online by Savanta during September 2024.

LinkedIn is expected to overtake Facebook for Gen Z users in the UK by 2028, per our forecast. 32% of US adults use LinkedIn, per Pew Research, just behind TikTok (33%) and Pinterest (36%). Our take: These new tools set the stage for LinkedIn to monetize its video content and become a go-to platform for social media influencers.

As AI agents become more sophisticated and digital twins evolve, marketers have even more to gain from the emerging technology. 94% of UK and US marketers reported that AI positively impacted their revenue growth in the past year, according to an October 2024 Invoca study. Agentic AI advancements enable autonomous agents to independently perform tasks and make decisions.