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The marketplace鈥檚 niche in crafty goods from small businesses struck a chord with Gen Zers and millennials seeking more personalized experiences. Poshmark leads fashion resale marketplaces. Total US online fashion resale is poised to grow by nearly 16% this year, according to our forecast.

Jeremy Goldman was noting that if more of those Gen-Z users become accustomed to going to YouTube and TikTok for their entertainment, that could have long-term implications for time spent with media going forward. It already is, Paul. We're going to talk about this in a second, but according to Nielsen, people now spend more time watching YouTube on TV than Netflix.

Brands should already be thinking about retail media beyond on-site search and instead as a media channel with off-site opportunities, including streaming TV and social media. Mobile app advertising is yet another extension of retail media, and another way to meet the customer where they are and when they are ready to buy.

Adult Gen Z leads all age groups in adoption, with 99.0% of the population ages 18 to 24 using social media. Time spent with social media among users will average 1 hour, 10 minutes per day in 2023. But this underestimates its strong impact on total media consumption. Social is perhaps the most common form of media multitasking because it redirects users to other forms of content consumption.

Given Meta鈥檚 size, that represents a major shift in both social and total media usage. At 20 minutes per day, Meta video will account for 5.0% of all time spent by US adults with linear and digital TV in 2024. Click here to view our full forecasts for time spent with Meta and Meta video. Video drives rare growth in Facebook time spent.

Young Gen Zers are snapping up flip phones. We're not talking about the $1,000 Samsung Galaxy Z, or Z, Flip4 kind. The old-school flip phone is what we're talking about.

That percentage rises when it comes to Gen Z (52%) and millennials (51%), but is lower among Gen X and baby boomers (around a quarter each). 鈥淎s we know, there鈥檚 a major difference between what people say they鈥檙e going to do and what they鈥檙e actually going to do,鈥� Goldman said of those threatening to leave.

For some, watching FAST has become a major part of daily media consumption. Nearly 49% of CTV users will regularly check out one or more FAST options in 2025. And although only a third of the population (34.6%) will use these services this year, those who do will spend nearly an hour per day with their chosen platforms.

And the sports leagues right now are motivated by their media rights deals, which have become this incredibly pivotal piece of not just sports leagues, but also the cable bundle and general media consumption habits.

What鈥檚 evident is usage of a wider selection of platforms, especially among Gen Z users. Audio listenership is dropping, reversing a trend of the past few years. Broadcast radio lost 10 minutes daily this year, while digital formats like music streaming and podcasts showed losses as well. Canada in Perspective. CTV is changing viewing patterns. Digital video time spent is gaining on TV time.

Voice assistant adoption continues to grow, but the pace has slowed. Gen Z and seniors are key growth drivers, while smartphones and smart speakers remain central to the ecosystem as innovation and fresh competition shake up the sector.

We focus a lot of attention on Gen Z, but these two other two generations have higher average post tax incomes compared to Gen Z. They have far more spending power compared to Gen Z. Marcus Johnson:. Yeah. Debra Aho Williamson:. So those are things that I think advertisers definitely need to take away from this forecast. Marcus Johnson:.

AR ads boost brand performance, particularly among Gen Z: Meta campaigns with AR effects surpassed non-AR ones, enhancing ad recall for 18- to 24-year-olds in 87% of cases, per company data. The final word: We expect digital ad spending to increase 9.5% this year (globally) and social media ad spending to grow 3.4% (US only).

Crypto owners鈥攍ed by millennials and Gen Zers鈥攕till need to convert their assets into currency. And merchants are happy to oblige: In May 2022, Gucci began accepting crypto in the US. These factors explain why average monthly crypto transactions processed by BitPay rose from 58,000 in 2021 to 67,000 in 2022, even though crypto asset prices dove.

For example, 42% of Gen Zers don鈥檛 understand what factors into their credit scores, per a December 2023 Credit Sesame survey. They also fear incurring debt more than older generations.

So looking at 18 to 24 year olds, so they're very talked about Gen Z generations only spending 53 minutes daily watching linear TV. If you compare that to older age groups, 55 to 64, 65 plus, it's over four hours daily of linear TV.

Gen Zers crave more robust e-Transfer request capabilities. The share of Gen Zers (35%) who called requesting an e-Transfer payment 鈥渆xtremely valuable鈥� was 9 percentage points higher than the share of total respondents. Gen Zers are highly active mobile banking users: 93% access their account using a mobile device at least weekly.

On today's podcast episode, we discuss our changing digital media consumption habits: how much time we spend per day with media, how TV watching is holding up, how much we digitally multitask, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and director of forecasting Oscar Orozco.

Gen Zers place little value on most forms of ads, including traditional TV, out of the home, radio, print and even podcast ads. I can't even believe that. But I think that while they say they don't place value, it doesn't mean that banks shouldn't message to this generation through these media channels.

Forty-two percent of Gen Zers said they get financial advice from TikTok, per a September 2023 WallStreetZen survey. Working with creators and advertising on social can be key to building positive associations with young consumers as they begin their financial journeys.

TikTok is the first true Gen Z app. Until TikTok鈥檚 meteoric rise during the pandemic, most people equated Gen Z with Snapchat鈥攁nd for good reason: Over half (52%) of Snapchat鈥檚 US users will be Gen Zers in 2023. But TikTok will surpass Snapchat among teens ages 12 to 17 this year, and by 2024, more Gen Zers will use TikTok than Snapchat.

鈥淯nderstanding how consumers are spending their time and money is paramount to your business being successful,鈥� our analyst Jeremy Goldman said on 鈥淭he Future of Digital 2024鈥� webinar. Here are three shifts in media consumption, purchasing behavior, and mobile usage, and how each is prompting new advertising strategies in streaming, social search, and gaming.