Data Drop: 5 Charts You Need in 2024
From Gen Z to Digital Wallets and AVOD
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Broader adoption of generative AI (genAI) and regulatory scrutiny of Big Tech will shake up markets next year, as we discuss in our recent report, “Top Trends to Watch in 2024.” Meanwhile, TikTok, ad-supported video-on-demand (AVOD), and a larger share of adult Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.
About 1 in 6 US adults are Gen Zers
With the youngest of the cohort turning 12 in 2024, Gen Zers are growing up. Adult Gen Zers now constitute 17% of the US adult population. As the older members of this generation age further into adulthood and the workforce, their purchase habits will help shape larger consumer trends.
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US Gen Z and Total Population, 2024 (% of total)
US Pay TV Viewers vs. Ad-Supported Video-On-Demand (AVOD) Viewers, 2019-2027 (millions)
Google's Dominant Lead Shrinks as Users Shift Some Search Tasks to Amazon and Social Media (% share of US search ad spending, 2020-2025)
US Mobile Wallet Users and Penetration, 2021-2027 (millions and % of smartphone users)