Demographics


The number of boomers watching digital video on a monthly basis might not be as high as younger generations, but the 37.7 million who will do so this year are more likely to use computers and streaming services than their smartphones.

Just like their younger cohorts, Gen Xers are shifting their viewing habits from traditional TV to digital video.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, we're chatting about Amazon's controversial HQ2 (er, 3) decision. Plus: Juul's move to quit social, and the rise of the nanoinfluencer.

In the latest episode of "Behind the Numbers," we dig into a new study about YouTube usage. What kinds of content are users consuming, and what drives additional views?

This year, 8.2 million baby boomers in the US will use a smart speaker. That's a 28.6% increase from 2017, according to eMarketer estimates.

This year, 24.9 million US millennials will use a smart speaker. That's more than a third of the millennial population and a 38.3% increase from 2017, according to eMarketer estimates.

This year, 84.8 million people in the US—or roughly a quarter of the population—will use Snapchat, a 7.1% increase from 2017, according to eMarketer estimates.

Earlier this week, Apple CEO Tim Cook praised the EU’s General Data Protection Regulation and advocated for stricter privacy laws in the US. Whenever the head of the world’s first $1 trillion company applauds regulation, people take notice. But Cook isn’t the only one in the business world who believes more data laws are coming our way.

This year, 169.5 million people in the US—or more than half of the population—will use Facebook, a 0.9% increase from 2017, according to eMarketer estimates.

Some marketers still hold an outdated picture of the US Hispanic population as languishing on the wrong side of a gaping “digital divide.” But there are areas where Hispanic consumers continue to lag in the digital space.

This year, 64.8 million millennials will watch digital video at least once a month, according to eMarketer estimates. That figure will continue to increase year over year, reaching 66.8 million by 2022.

While kids are not likely to own a smartphone or have a large social media presence, video dominates their digital activity.

As digital marketing becomes more automated, marketers are allocating more of their budgets to marketing technology. Research indicates CMOs spend about 30% of their budgets on tech products.

Unsurprisingly, seniors are the least likely adults to use any voice technology. According to our estimates, 3.8 million seniors in the US will use a smart speaker this year.

Younger Gen Xers and older millennials behave similarly when it comes to smart speakers. Like millennials, Gen Xers are also early adopters of the technology, though at a slightly lower level.

Kids and teens may not be old enough to buy a smart speaker, but that's not stopping them from spending a lot of time with voice technology.

As smartphone ownership becomes the norm among teens, the device dominates their overall digital usage. And even teens themselves wonder whether they use it too much.

This year, 55.2 million people in the US will use Twitter. That's 16.8% of the population and a 0.9% increase from 2017, according to eMarketer estimates.

According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.