Demographics


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.

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.

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.

Gen Xers’ wearable usage is rising, albeit slower than it has in past years. By the end of 2018, 15.4 million Gen Xers will have used a wearable device at least once per month, up from 14.0 million in 2017.

Adoption of wearables among teens is low. Just one in 10 internet users ages 12 to 17 will use a wearable device in 2018.

In the latest episode of "Behind the Numbers," the first in a two-part series, eMarketer demographics specialists Mark Dolliver and Jennifer Pearson discuss kids and screens—and how parents approach the mix.

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.

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.

eMarketer's "Do You Have a Second?" is a mini-podcast that offers a quick hit of the latest digital data. Today, we’re talking about cookies—who's baking and who's buying—millennials’ attitudes about kindness (and what that might mean for shopping), and wearable device growth.

This year, 23.8 million US millennials will have used a wearable device at least once per month. That's roughly a third of the millennial population, according to our estimates.

In the latest episode of "Behind the Numbers," eMarketer's demographics specialists, Mark Dolliver and Jennifer Pearson, consider the latest data about children's screen time. How much time are kids spending in front of screens, and what does it mean for their health and well-being?

Due to the growing number of channels available and younger consumers reaching adulthood, expectations for customer service have been changing.