Demographics


Traditionally, organizations haven’t viewed the customer experience as a singular thing owned by one particular person or department. That’s changed, as brands have worked to put customers at the forefront—and it’s given modern CMOs new importance as owners of that experience.

Baby Boomers Are Aging in Place, at Home and Online

eMarketer principal analyst Mark Dolliver discuss how baby boomers are aging in place in multiple aspects of their lives. He explains their digital adoption habits, their financial status and the new technologies they find important. He also talks about how young people are getting their news, how digital usage varies by age and what the new generational divide may look like.

Boomers Aren’t as Influenced by Social Commerce as Younger Cohorts

Social media has become a hub of influence on many consumers’ shopping. Boomers, though, have been wary of this, whether via ads, postings by fellow consumers or the cajolery of “influencers.”

Hispanics Are Less Upbeat About Their Finances, but Younger Hispanics Have a Rosier Outlook

As the recession fades into the past, Hispanic income has been rising. However, it remains well below the average for total US households. For our latest report on the Hispanic cohort in America, we took a look at their attitudes on finances, finding that they are less upbeat than US consumers in general about their current economic situation. But a sense of upward mobility is an important part of their outlook.

Understanding the Cultural Diversity of US Hispanics and Their Shopping Habits

Driven by gains in education and greater access to financial resources, the estimated buying power of US Hispanics is poised for growth, but Hispanic consumers and their shopping habits are often misunderstood or overlooked by marketers.

$1.5 Trillion Spending Power of US Hispanics Has a Caveat

In the latest edition of its annual report, the Selig Center for Economic Growth at the University of Georgia’s business school pegged total buying power of the US Hispanic population at $1.539 trillion in 2018. Having added more than $500 billion since 2010, the figure is expected to grow nearly $400 billion more by 2023.

Five Charts: Gauging Gen X’s Digital Device Usage and Attitudes Towards Advertising

Straddling the analogue and digital divide, Xers are readily reachable by marketers, but they can be picky when it comes to where and how they want to interact with ads. We spoke with demographics thought-leaders about this generation’s device and media usage.

Understanding Generation X as High Earners and Big (Stressed) Spenders

The "forgotten" Generation X makes and spends more than other generations, but they're also financially stressed. So, it's important for marketers to understand how Gen Xers are prioritizing their money and why.

Millennials Have Diminishing Opinions About Businesses

Millennials are increasingly skeptical of businesses' motives and impact on society, and companies need to take these attitudes seriously if they don’t want to miss out on the younger generations’ potential as consumers and employees, according to a new survey from consultancy Deloitte.

Now in its fifth year, Amazon Prime Day continues to have a significant impact on back-to-school shopping. But, according to new research from Kelton Global on behalf of RetailMeNot, big opportunities also await for retailers other than Amazon.

Tailoring Financial Resources and Marketing for an Underserved Hispanic Community

Gains in education and homeownership have Hispanics poised for improvement in income and net wealth. For now, though, they still have difficulty accessing credit and getting financial services tailored to their needs. For our recent report on US Hispanics, we spoke with demographics experts about what financial services companies need to keep in mind as they market to this community.

A Decade After the Great Recession, Hispanic Homeownership Has Yet to Recover

For US Hispanics, optimism and the idealization of the American Dream are driving an uptick in homeownership, and as more Hispanics become homeowners, their purchase power and net wealth are poised to increase. But they’re not up to speed with the rest of the US economy … yet.

Roughly Six in 10 Baby Boomers Are Digital Buyers

Boomers are not indifferent to the benefits of digital shopping. However, their reluctance to use smartphones for any and everything tends to limit the digital proportion of their overall shopping—as does their worry about digital privacy.

Hispanics Used to Be on the Wrong Side of a ‘Digital Divide’—Is This Still True?

Early in the digital era, Hispanics lagged significantly in internet access, but that’s changed mainly due to smartphone adoption. These days, Hispanics are avid users of social media and digital video—though they do lag behind in having home broadband.

Content for Kids and Parental Controls

eMarketer principal analyst Mark Dolliver discusses Roku’s new “Kids and Family” section—including the importance of grouping kids programming together and how people use parental control features. Vice president of content studio Paul Verna then joins to talk about how to predict cord-cutting, why people subscribe to over-the-top video streaming services and what happens when families choose TV packages together.

The Three Ps of Gen X Tech Use: Plugged In, (Social) Platforms and Privacy

Adopting new technology is the norm among Generation X, and unlike digital natives, this adoption hasn’t crowded out old media. But before marketers can tap into Xers’ widespread accessibility, they should understand their unique device and media usage, social platform preferences and privacy concerns.

Podcast: Why Marketers’ Indifference Toward Gen X Is Insane

eMarketer principal analyst Mark Dolliver discusses the oft-forgotten Generation X. He also explains the implications of the rise of the Hispanic population in the US and why email still rules conversational marketing.

How Mobile and Social Figure into Gen X Shopping

Mobile and social usage are major elements of Gen X’s digital activity, so it’s no surprise that those also figure into their shopping. But while such usage is a default behavior for millennials, Gen X is selective in using mobile and (especially) social as shopping tools.

What Retailers Need to Know About Boomers

Baby boomers already know how to go to a brick-and-mortar store and buy things. So unless there’s an obvious benefit of convenience or better prices, they’re not rushing to master newer, more tech-heavy shopping methods.

LGBTQ+ Advertising Can Be Effective, but Customers Know When Brands Use Pride Month as Marketing Ploy

As Pride Month continues, brands keen to use Pride-themed content to advertise their products should be aware that customers pick up on this as a marketing ploy.