Demographics


Pandemic presents new opportunities to boost accessibility

Though US law requires most public and private companies to make their websites and digital experiences accessible to people with disabilities, many are still missing the mark. But as the pandemic forces more people to work, study, shop, and conduct business online, it is empowering the disability community. Brands are turning to new technology and inclusive design to boost accessibility and extend their outreach.

Having a strong understanding of an email program’s return on investment (ROI) remains a competitive advantage. It might be surprising that given how great an ROI email can provide, many brands don’t actually have a good handle on how to measure its success or lack thereof.

How social issues are sparking action among brands

Today’s sociopolitical events have lit a fire under brands to address social injustice and diversity, equity, and inclusion (DEI) in deeper ways than they have in the past. Companies are using marketing and advertising to respond to and support discussions about systemic racism and the Black Lives Matter protests, the fight for LGBTQ rights, the #MeToo movement, the COVID-19 pandemic, and issues of immigration reform, to name a few.

Electronic Device Usage Nearly Doubled Among US Kids During the Pandemic

The pandemic has been able to make common what would previously have stood out as extreme amounts of screen time.

What Happens to Print During a Pandemic?

eMarketer principal analysts Mark Dolliver and Nicole Perrin, junior forecasting analyst Nazmul Islam and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss what the coronavirus pandemic has and hasn't done to print media. They then talk about racial diversity in ads, millennials in decision-making roles, and American teens' favorite social media platforms.

The Weekly Listen: Negative Emotions in Ads, End of the Upfronts, and Influencer Parents

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss how negative emotions are received in ads, whether we're witnessing the beginning of the end of the Upfronts, if paying with your hands is a good idea, the significance of LinkedIn Stories, if parents are actually influencers, what the Boston Celtics and Twitter have in common, and more.

Many US Adults Plan to Keep Digital Subscriptions They Started in March

Many US adults said they plan to keep their music subscriptions (72%), exercise/fitness/wellness subscriptions (64%), and digital learning subscriptions (54%) post-pandemic.

Facebook and the US Election

eMarketer principal analysts Debra Aho Williamson and Mark Dolliver, and forecasting analyst at Insider Intelligence Eric Haggstrom discuss Facebook's recent decision on political ads and how brands can reach social users over the coming months. They then talk about Facebook's plans to limit ads on pages, how this year's events have changed Gen Z's relationship with brands, and why Americans still pay for live TV.

TikTok Sees Major Growth in the UK amid Pandemic

TikTok’s future may be uncertain in the US, but its UK operations continue to grow robustly despite security concerns. According to our latest UK social network forecast, the Chinese-owned video platform will have several milestone moments this year and next.

Nearly Half of US Business Leaders Expect an Economic Recovery Between 2021-2022

As layoffs pile up and many industries like retail and travel continue to struggle amid lower consumer spending, confidence in a near-term economic recovery is low.

Where do US consumers begin their product searches?

A majority share of consumers are now taking to marketplaces first when shopping online. According an August 2020 survey from ecommerce ad agency ChannelAdvisor conducted by Dynata, 53% of US adults said they began product searches at Amazon when planning to make a digital purchase.

People with disabilities are an underserved community with money to spend

People with disabilities make up a large, but diverse and underserved, segment of the US population. According to recent statistics from the CDC, 67 million adults in the US—or 26% of the population—report living with at least one type of disability.

Adjusting to a New (Distributed) Way of Working

For knowledge workers, the coronavirus pandemic brought an abrupt change to daily work life. As many companies shut down their corporate offices—some out of regard for employee safety and others due to government mandates—the norm of conducting business from an office ceased. Without an in-person option, teams were forced into a distributed work model and given little to no time to prepare.

Increased Screen Time for Children and Teens Is Likely Here to Stay

The screen-time wars are over in many households, with parents having surrendered en masse. In a period when large numbers of parents and school kids are stuck at home with one another, this is one battle many parents choose to forego, at least for now.

Senior Marketers Are Split on the Future of Offices

As companies like Twitter and Microsoft announce long-term remote work policies, business leaders are grappling with what their return-to-office plan may look like.

App Developers See Revenues from In-App Purchases Outpace Advertising Revenues

The pandemic has caused reduced advertiser spending overall, leading to lower growth of in-app ad spending despite significantly higher numbers of ad placements. While in-app purchases (IAPs) never stopped growing amid the pandemic, publisher revenues have recently been shifting from in-app advertising to purchases.

As the Pandemic Widens Economic Inequality, Upper-Income Groups Aren’t Unscathed

With wide disparities in consumers’ balance sheets, there’s less variation than one might expect in the incidence of financial anxiety, which has percolated up the income scale.

The Weekly Listen: Virtual Water Coolers, Frugal Consumers, and Instagram on Facebook

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss how to recreate those water cooler moments in the digital world, how much Super Bowl LV commercials are going for, watching Instagram Stories on Facebook, parents' more positive view of devices, the number of Facebook Watch viewers, the difference between frugal and cheap, what you didn't notice about that double rainbow, and more.

The Sharing Economy, Now That No One Wants to Share

eMarketer principal analysts Mark Dolliver and Yory Wurmser and forecasting analyst at Insider Intelligence Eric Haggstrom discuss whether Uber, Lyft and Airbnb can make a comeback. They then talk about what kids are doing with their increased screen time, location data consent and how comfortable Americans are with normal, everyday activities.

Boomers, More So than Their Younger Cohorts, Are Willing to Shop In-Store

More than eight in 10 baby boomers worldwide said they are still willing to shop for food and beverages in-store despite the pandemic, according to July 2020 data from Braze.