This report presents five of the most intriguing and/or under-the-radar positive forecasts for 2024 that clients should be aware of, as compiled by our forecasting team.

Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.

Despite a slowdown in smartphone sales, innovations in advertising, commerce, AI, and even device form-factors will drive mcommerce and mobile advertising growth in 2024.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Our debut worldwide digital gamer forecast reveals that growth has slowed considerably, mainly because gaming is already a common and popular activity for internet users in almost every country. But some markets are more enthusiastic than others.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.

The 13th annual Global Media Intelligence Report details media and device usage in 47 markets and compares regions for a look at how people spend their media time—and where they do it.

The United States coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

The Western Europe region of the Global Media Intelligence Report includes poll results from Austria, Belgium, Denmark, France, Germany, Greece, Ireland, Italy, Norway, Netherlands, Portugal, Spain, Sweden, Switzerland, and UK.

The Asia-Pacific coverage in the Global Media Intelligence Report includes poll results from Australia, China, Hong Kong, India, Japan, New Zealand, Philippines, South Korea, and Taiwan.

The Middle East and Africa coverage in the Global Media Intelligence Report includes poll results from Egypt, Israel, Saudi Arabia, South Africa, and the United Arab Emirates.

The Canada coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

The Latin America coverage in the Global Media Intelligence Report includes poll results from Argentina, Brazil, Colombia, Mexico, and Peru.

The Southeast Asia coverage in the Global Media Intelligence Report includes poll results from Indonesia, Malaysia, Singapore, Thailand, and Vietnam.

The Central and Eastern Europe coverage in the Global Media Intelligence Report includes poll results from the Czech Republic, Poland, Romania, Russia, and Turkey.

Gen X consumers are dealing with their own health issues in addition to caring for children and older family members. Providers and marketers now have an opportunity to build generational trust—but they must better understand Gen Xers’ healthcare attitudes and behaviors.

The number of US connected car drivers will reach about 175 million in 2027, and the systems they use will become more sophisticated as electric vehicles and embedded car operating systems become more common.

Digital ad spending by healthcare and pharmaceutical companies went through its own upheaval during the pandemic. Now the industry is settling into a new normal for growth in some channels as consumer media habits have changed.

Although every app category will gain users in 2023, the average smartphone owner will install and open fewer individual apps as consumers settle on their favorites.

Streaming video and music top Gen Z adults’ media activities, but their digital lives aren't just about entertainment. The multitasking, multidevice cohort treats the intersection of media and technology as a lifeline for socializing and staying informed.

In-app purchases rebounded in 2023 after a down 2022—but they still lag far behind in-app advertising as revenue-generating products.

Here's how people in South Korea spend their time and money online, represented in 10 charts.

Digitally native Gen Zers engage with healthcare in different ways from other cohorts—e.g., they’re likely to turn to online channels for health information before going to a doctor. Providers and marketers must quickly adapt if they want to form lasting relationships with this age group.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

US adults will spend 1 minute less with media this year than in 2022, although the longer-term topline trend is stable. Among formats and platforms, CTV is grabbing share, mobile is approaching a plateau, and Netflix and TikTok reign supreme.