Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Top 8 Trends to Watch for 2023

Demographic and Behavioral Shifts Reshape the Landscape

Download
Share
About This Report
We expect 2023 to usher in changes in ad spending, audience, and commerce that will create a new crop of digital leaders.
Table of Contents

Executive Summary

What’s important to watch for in 2023? A lot. We expect the year ahead to usher in changes in ad spending, audience, and commerce that will create a new crop of digital leaders. Will your business be ready to take a bigger share of people’s time, attention, and money?

Ad spending shifts are finally being felt—with a consumer caveat.

  • Digital ad businesses are being built within retail and streaming platforms and are gaining share quickly.
  • Competitors to the duopoly of Meta and Google are now poised to make a meaningful play for the tens of billions of dollars in digital ad budgets up for grabs.

Audiences’ expectations and concerns are changing as Gen Z hits adulthood.

  • Millennials were the first to be dubbed “digital natives,” but Gen Z is the generation that will demand changes to the status quo. These new adults are already looking for alternatives to the giants they grew up with and experimenting with newcomers in the social space.
  • At the same time, consumers are warier of digital businesses exploiting their privacy and abusing their loyalty.

The pandemic accelerated ecommerce sales, and where and how consumers shop is continuing to change.

  • Social media options and connected devices are changing where people buy. Understanding where to reach buyers, as well as the opportunities presented by these channels, will be even more crucial during a tough economy.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The Next Tier of Digital Advertising Is Here—and It’s Upending the Duopoly’s Dominance
  3. Ads Drive the Social Shopping Cart Forward
  4. Consumers’ Time and Attention Are Declining—but Marketers Haven’t Evolved
  1. Gen Z Puts Its Stamp on the Next Phase of Social Media
  2. Gen Z Breaks Into the Financial Services Mainstream
  3. Privacy Controls Become "Need to Have"
  4. Brands Rethink How They Earn Customer Loyalty
  1. Connected Devices Get Ready for Ecommerce
  2. Read Next
  3. Sources
  4. Media Gallery

authors

Insider Intelligence Analysts

Contributors

Debra Aho Williamson
Principal Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Eleni Digalaki
Principal Analyst
Jasmine Enberg
Principal Analyst
Dave Frankland
Principal Analyst, Marketing
Ann Marie Kerwin
VP, Content
Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Tiffani Montez
Principal Analyst, Banking
Daniel Van Dyke
VP, Content
Yoram Wurmser
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client