Demographics


More than a quarter of US CEOs said they plan to increase spending on advertising over the next 12 months, according to research. Marketing and sales promotion is another area they’re focusing on.

The Honest Company has built a loyal following among millennial mothers with their eco-friendly baby, personal care, home and health products. eMarketer spoke with Chris Thorne, CMO of The Honest Company, about how the lifestyle brand works to engage with millennial mothers and discover what they value.

Millennials account for an estimated one quarter of consumer spending, according to August 2015 research. Yet, advertisers spend more than a third of their total media budget pursuing them.

Women and young people in Brazil keep their mobile social media tools close by, according to 2015 research. Instagram skews especially toward females, while young people have the greatest edge with Snapchat.

Like adults, children are increasingly connected to the digital world. And while parents are granting them usage of these devices, they also want features on there that they can control.

Most parents in Japan say they let their kids use a smartphone at least sometimes. According to 2015 research, children use the devices most to consume visual media—and the time they spend doing so doesn’t add up to much.

Millennial fathers in the UK often lean on digital sources for parenting insight. However, much like the stereotypical male driver not wanting to ask for directions, digital dads eschew social media platforms in favor of seeking out parenting info from altogether less personable sources.

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.

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.

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.

Executives worldwide say expanding their customer base is a top priority, more so than retaining their existing one, according to August 2015 research.

More than three-quarters of millennials in Canada have binge watched TV in the past year, according to research.

Data privacy has been a big news item of late. The VTech hack in November last year was particularly troubling for parents, but with mobile devices now so pervasive, it’s becoming increasingly difficult for them to tell their kids “no.”

Both age and gender have an effect on the social media activities of internet users in Australia, with women and younger adults most likely to report daily access to Facebook, the country’s leading social destination. Research also suggests different social sites serve different purposes for the Australian audience.

Digital banking is becoming ever more common in the UK, at the expense of physical banking in-branch. Among millennials, in particular, banking online is the default for their daily money management.

Most smartphone users in Japan turn to apps for information about what’s going on in the world—at least for a few minutes a day, according to December research. Penetration is highest among men and older users.

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.

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.

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.