Demographics


In the latest episode of "Behind the Numbers," eMarketer principal analyst Mark Dolliver looks at how "access" has shaped millennials' expectations. How do they differ from other generations?

According to a spring 2019 report from investment bank and asset management firm Piper Jaffray, 73% of Gen Zers (those ages 7 to 22, per the report) said they prefer brands to contact them about new products through Instagram, with Snapchat following as the preferred method at roughly 50%.

Gaming has gone mainstream, with 86% of internet users worldwide noting they have gamed on at least one device within the past month, and that figure climbed to 92% among those ages 16 to 24, according to a March 2019 report from GlobalWebIndex.

More than 30 million Hispanic Americans use WhatsApp, far ahead of other platforms like Instagram and Twitter, according to our estimates. In today’s “eMarketer Daily Forecast,” junior forecasting analyst Nazmul Islam provides a quick look at WhatsApp usage among US Hispanics. Tune in.

Although overall tablet usage will slow to just 2% growth this year, growth among seniors will reach almost 6%, according to our estimates. In today’s “eMarketer Daily Forecast,” forecasting director Shelleen Shum looks at tablet usage among seniors. Tune In.

Pressed for time and money more than in their childless days, today’s parents are increasingly using digital tools to supplement their in-store shopping.

In the latest episode of "Behind the Numbers," eMarketer's demographics mavens, Mark Dolliver and Jenni Pearson, join us in the studio to discuss their latest research on millennials. What does adulthood look like for this generation?

Millennial preferences and spending habits have disrupted virtually every aspect of the retail sector. Here's a roadmap for attracting and retaining millennial customers, in five charts.

Corporate social responsibility appeals to millennials—a generation of researchers who value authenticity, transparency and reliability.

Millennials have been credited with upending entire industries, and retail is no exception. Here's what retailers need to know about attracting and retaining consumers from a maturing generation of digital shoppers.

In today’s “eMarketer Daily Forecast” video, senior forecasting analyst Chris Bendtsen breaks down our numbers for digital video viewer penetration by ethnicity. Watch now.

After their kids are tucked in, 71% of mothers and 60% of fathers use social media; 66% of mothers and 53% of fathers said they talk on the phone or text. Moms are more likely than dads to use this time for interaction with people outside of the household, according to an August 2018 survey by Brigham Young University and Deseret News.

Millennials have long been omnichannel shoppers, but their preference for digital channels is growing alongside the rise of D2C brands and mcommerce.

According to a survey from Simmons Research completed in August 2018, an average of 27.4% of parents said they were more likely to buy products they see used or recommended by friends on social sites. This is higher than one-fifth of total adult respondents who said the same.

Gen Z is a tough generation for retailers to figure out. They grew up on the internet, but don't like to be targeted with ads there, and crave authenticity in all of their interactions. We parsed the research to help retailers figure it out.

This year, we forecast that 55.4 million millennials ages 23 to 38 will use digital banking. But, they’re not all fans of digital-only banking.

Millennials’ propensity for digital usage carries over to their shopping. And it exposes them to plenty of digital advertising, about which they have mixed feelings—especially since online reviews are an appealing alternative source of information.

Valentine's Day is evolving and growing to be more inclusive—with that, consumers are celebrating and shopping differently.

In the latest episode of "Behind the Numbers," we're checking in with the youngest generation, and looking at their relationship with money. Analyst Mark Dolliver digs into the data about how kids earn money, how much they save and what they are spending it on.

Kids continue to be an anomaly of the digital era. While few have smartphones or inhabit the social networks that preoccupy teens and adults, their sheer amount of screen time nonetheless manages to feel like a national crisis.