Demographics


The vast majority of women in Japan who have a new baby or toddler buy baby items online at least sometimes—but according to 2015 research, they’re also still heavily reliant on offline purchase channels.

Mobile phones are the most commonly used digital devices among children ages 6 to 14 across Southeast Asia, according to November 2015 research. Most have also used a tablet, but desktop and laptop PCs are less common.

Italy is home to Western Europe’s No. 4 social network market, eMarketer estimates. And according to 2015 research, young people are significantly more likely to be users.

Digital shopping is standard procedure across the millennial age bracket. But there are some differences in how the younger and older consumers go about things, online and offline.

Social network Line is big in Japan, especially among women. Its only social media rival in the country is YouTube, which has a completely different use case. And research suggests most Line users are highly engaged.

Millennials are the most active video viewers of any US age group, and according to research from TiVo, this demographic primarily watches TV shows.

Shopping at brick-and-mortar stores has long been a rite of teen passage in the US—though socializing may be at least as important as the shopping itself. But teens, like millennials before them, now prefer shopping via digital channels, according to one survey.

The bulk of online video viewing time in Colombia is down to male viewers, according to 2015 data. Across all adult age groups, men spend substantially more time viewing video, in aggregate, than women.

Millennials are waiting longer than previous generations to start families, but they’re still interested in becoming homeowners. Jed Kolko, senior fellow at the Terner Center for Housing Innovation at University of California, Berkeley, spoke with eMarketer about the factors that may prevent millennials from owning their own homes.

Facebook is the place to reach millennials of all political persuasions, according to November 2015 research. Other sites are more likely to skew Democratic, and even though most voters don’t rely on social for political info, it’s a key place for campaigns to reach them.

Millennials are more likely to be heavy cosmetics buyers than their older counterparts, according to November 2015 research. Higher incomes also pointed to heavier cosmetics purchasing.

Nearly all teens in Germany own some kind of mobile phone, according to a November 2015 study by Medienpädagogischer Forschungsverbund Südwest (MPFS). Basic mobile ownership is almost identical for males and females, but a deeper look into the survey’s responses reveals some gender divides when it comes to other digital devices.

Nearly two-thirds of CMOs worldwide don’t currently use digital advertising to better understand the audiences within their CRM database, according to September 2015 research.