www.activate.comACTIVATE TECHNOLOGY & MEDIA OUTLOOK 2024www.activate.com 1Continued ➔14 Takeaways from the Activate Technology & Media Outlook 2024Consumer Time and Attention: Activate’s analysis of consumer technology and media activity shows that multitasking leads to a nearly 32-hour day for the average American, with over 13 hours spent using technology and media. By 2027, we project that time spend with technology and media will increase by 12 minutes a day.Super Users: To drive growth, the imperative for technology and media companies will be to identify, reach, and super-serve Super Users – the segment of power users who account for a disproportionately high share of time and spend across technology and media activities, including AR/VR, eCommerce, gaming, generative AI, live events, messaging and social media, Metaverse, music, podcasts, video, and more.Generative AI: Today, over 10M U.S. adults begin their web search with generative AI; this will grow to 90M by 2027, promising to reshape the largest technology businesses. Generative AI will supercharge the productivity of consumers who use it across media, work, and other daily habits, bringing paradigm shifts across content creation, enterprise, and search. The generative AI playing field will not be limited to the major technology players, particularly with the rise of open-source AI models opening the door for new, smaller entrants.eCommerce: Global eCommerce will reach nearly $10T by 2027, growing over twice as fast as physical retail. eCommerce is a marketplace business, with an increasing number of online retailers launching their own marketplaces to enhance their customer value proposition and capitalize on the retail media opportunity. eCommerce enablement solutions will continue to drive growth across eCommerce. While Amazon continues to be the top online shopping discovery source across age groups, TikTok is quickly emerging as one of the most popular sources among younger consumers.B2B and Enterprise Software: By 2027, we forecast that global B2B technology spend will reach $3.5T. This growth will be driven by industry players developing solutions to solve historically unresolved pain points across IT processes and functional business challenges. This change is enabled in part by AI-based innovations, including LLMs, GPU compute, and connectivity, from major technology companies and a new generation of innovators.www.activate.com 214 Takeaways from the Activate Technology & Media Outlook 2024Continued ➔Gaming: With 2.6B global gamers in 2023, video gaming is one of the world’s most widespread digital behaviors. Super Gamers, representing nearly a quarter of all U.S. gamers, have the highest level of engagement and spend with video games and will be the most critical segment to target. Super Gamers will also be the earliest adopters of the Metaverse, as they already take adv...
