Activate – Technology and Media Outlook, 2024

Activate's analysis of consumer technology and media activity reveals that the average American spends nearly 32 hours a day multitasking with technology and media, with over 13 hours specifically dedicated to these activities. By 2027, it is projected that time spent with technology and media will increase by an additional 12 minutes a day. To drive growth, technology and media companies must focus on identifying, reaching, and serving Super Users, who contribute a disproportionately high share of time and spending in various technology and media activities. Generative AI is expected to reshape the largest technology businesses, with over 10 million U.S. adults already beginning their web search with generative AI, a number that is projected to grow to 90 million by 2027. eCommerce is also set to reach nearly $10 trillion by 2027, growing at a faster rate than physical retail. The rise of TikTok as a popular online shopping discovery source among younger consumers is worth noting. In the B2B and Enterprise Software space, global B2B technology spend is forecasted to reach $3.5 trillion by 2027, driven by industry players developing solutions to address unresolved pain points in IT and functional business challenges. Other key trends highlighted include the growth of video gaming and the Metaverse, the rise of spatial computing, the dominance of TikTok in social video, the shift towards streaming in the video industry, the transformation of music discovery through AI, the impact of sports betting on the sports ecosystem, the continued popularity of live events, and the significant growth in internet and media revenues driven by advertising.