TikTok's biggest US audience isn't Gen Z: 36.5 million visitors ages 25 to 34 came to the platform in May 2026, compared with 24.5 million ages 18 to 24, according to a May survey from Comscore.
The world's top companies rely on EMARKETER for today's industry news and data validation to make big picture strategy decisions.
Become a ClientImproving sentiment and a focus on value suggest the cyclospora outbreak's impact on traffic may prove short-lived.
Existing members drove 51% of new product signups in Q2, reinforcing the power of cross-selling.
Chase leads new accounts, but fintechs still convert prospects at far higher rates once shoppers engage.
Early banking gains support its all-in-one finance plan, but execution will decide whether engagement lasts.
Insurers can reach SMB customers earlier by offering advice and pricing before shoppers compare providers.
Extensive Spanish-language support can attract underserved customers as digital insurance extends beyond sales.
Telehealth's easy-to-sign-up, hard-to-cancel subscription practice is now a regulatory liability.
On today's podcast episode, we discuss the audiences for "spectacle events," including one-off marquee sporting events like UFC 250 and sporting occasion-adjacent events like the NFL Draft. We also explore the best ways to market around these moments and share some interesting examples of how companies are engaging with fans. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Marisa Jones, and Principal Analyst Max Willens. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Advertisers are underinvesting in channels they believe would pay off because they can't prove the return. That measurement gap is pushing marketers toward the one channel that may have solved it: mobile. Many are now applying mobile marketing measurement methods to their other channels, according to a recent EMARKETER and AppsFlyer study. Nearly six in 10 marketers (58.6%) say their organizations are likely underinvesting in profitable channels because those channels require better measurement, per the May survey. Channels cited by the most marketers as blind spots were social media (named by 50.3%) and connected TV/streaming (47.1%).