Demographics

Gen Xers will be ages 41 to 56 in 2021, making the oldest of the cohort within sight of retirement—or, at least, within sight of an age at which they might like to retire. Whether they’re saving enough to make retirement feasible is another matter, especially given the pandemic.

With bigger-than-average incomes and households, Gen Xers do bigger-than-average buying. But often on the lookout for deals, they are not spending heedlessly. Digital plays an important role in their shopping, especially during the pandemic.

eMarketer junior forecasting analyst Zach Goldner and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss how US media use will change in 2021: Are fewer Americans watching TV, which digital devices are being used more, and how much time is spent with TikTok and Disney+? They then talk about how much people are willing to pay for TV streaming, virtually co-viewing digital content, and whether video games have replaced music as the most important aspect of youth culture.

eMarketer principal analysts Mark Dolliver and Sara M. Watson, vice president of research Jennifer Pearson, and junior analyst at Insider Intelligence Blake Droesch discuss the pivotal decision of Facebook's Oversight Board to ban former President Donald Trump, private search engines making a push, whether social media damages teenagers' health, whether baby boomers will want to shop online post-pandemic, Apple's reported paywalled podcast platform, what happens to astronauts when they're in space, and more.

In 2021, expect to see a convergence of content and commerce, led by the likes of Peloton, Lululemon, Nike and Apple. Amazon and Google are also getting into the act as well with Halo and Fitbit, and emerging services offerings.

eMarketer principal analysts Mark Dolliver and Sara M. Watson, along with junior analyst at Insider Intelligence Blake Droesch, discuss the true power of the social media giants, how Gen Z viewers like to consume sports, Twitter leaning into audio, news use on social platforms, how the pandemic has reshaped children's screen time, why people get "red eye" in photos, and more.

Proficiency in English is increasingly the norm among US Hispanics, as more and more of the population is US-born. But Spanish isn’t going away.

With the pandemic causing unprecedented spikes in unemployment, many boomers have chosen to retire rather than remain in the workforce.

By conservative estimates, LGBTQ+ individuals make up approximately 4.5% of the US population, but account for 8%— approximately $1 trillion—of the country’s disposable income, according to a 2020 report from Kearney.

The Hispanic population’s collective purchasing power is large and will get larger. But marketers can’t ignore the fact that many Hispanic consumers’ finances have taken a severe hit during the pandemic. A rebound to pre-pandemic conditions would still leave Hispanics with below-average income and wealth.

eMarketer principal analysts at Insider Intelligence Mark Dolliver and Jeremy Goldman discuss SMS marketing, calculating the ROI of customer experience, why Gen Z doesn't matter that much and boomers matter more, and what to know about parents in 2021.

The tumultuous events of 2020—including the global pandemic, recession, and Black Lives Matter protests—have exposed deep flaws in US society and disillusioned many consumers, especially younger ones.

Penny Brook, CMO of Canada Goose, speaks with eMarketer vice president of business development Marissa Coslov about looking to its brand ambassadors to provide inspirational content to consumers amid lockdowns, inviting local artists to exhibit in storefront windows, and more.

The coronavirus outbreak has created unprecedented challenges for deaf and hard-of-hearing people in the US. Not only have social-distancing protocols and stay-at-home orders proved isolating, mask mandates have made speech-reading difficult and stymied communication in American Sign Language (ASL), a visual language that relies on hand signing and facial expressions to convey tone, meaning, and nuance. As a result, many of the country’s 48 million adults with hearing difficulties cannot access potentially life-saving information.

Business Insider Intelligence research analyst Daniel Keyes, eMarketer principal analyst Andrew Lipsman, and senior forecasting analyst at Insider Intelligence Cindy Liu discuss the biggest takeaways from how Thanksgiving holiday shopping went this year. They then talk about the best ways brands can reach female holiday shoppers during the pandemic and how Walmart and Target performed in Q3.

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.