Demographics


If you’re still looking for a holiday gift for a parent or grandparent, a wearable device could be well-received. Americans 55 and older are the fastest-growing group of electronic wearable users in the US, according to eMarketer’s latest wearables forecast, largely due to the devices’ enhanced health features.

The number of boomers watching digital video on a monthly basis might not be as high as younger generations, but the 37.7 million who will do so this year are more likely to use computers and streaming services than their smartphones.

While kids are not likely to own a smartphone or have a large social media presence, video dominates their digital activity.

Store closures are the hallmark of the so-called retail apocalypse, but the demise of brick-and-mortar locations might be more apparent to industry watchers. The average consumer doesn't always pay attention—unless a particular store meant something to them.

In the latest episode of "Behind the Numbers," we dig into a new study about YouTube usage. What kinds of content are users consuming, and what drives additional views?

Buying store brands used to be viewed as sacrificing quality for price, but post-recession private labels began flourishing and have gained popularity with retailers and consumers over the past decade.

This year, 8.2 million baby boomers in the US will use a smart speaker. That's a 28.6% increase from 2017, according to eMarketer estimates.

This year, 24.9 million US millennials will use a smart speaker. That's more than a third of the millennial population and a 38.3% increase from 2017, according to eMarketer estimates.

As smartphone ownership becomes the norm among teens, the device dominates their overall digital usage. And even teens themselves wonder whether they use it too much.

Earlier this week, Apple CEO Tim Cook praised the EU’s General Data Protection Regulation and advocated for stricter privacy laws in the US. Whenever the head of the world’s first $1 trillion company applauds regulation, people take notice. But Cook isn’t the only one in the business world who believes more data laws are coming our way.

Just like their younger cohorts, Gen Xers are shifting their viewing habits from traditional TV to digital video.

This year, 64.8 million millennials will watch digital video at least once a month, according to eMarketer estimates. That figure will continue to increase year over year, reaching 66.8 million by 2022.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, we're chatting about Amazon's controversial HQ2 (er, 3) decision. Plus: Juul's move to quit social, and the rise of the nanoinfluencer.

As digital marketing becomes more automated, marketers are allocating more of their budgets to marketing technology. Research indicates CMOs spend about 30% of their budgets on tech products.

Even with the ubiquity of digital buying, the in-store shopping experience continues to have importance. And even more so with younger consumers.

Unsurprisingly, seniors are the least likely adults to use any voice technology. According to our estimates, 3.8 million seniors in the US will use a smart speaker this year.

Younger Gen Xers and older millennials behave similarly when it comes to smart speakers. Like millennials, Gen Xers are also early adopters of the technology, though at a slightly lower level.

Kids and teens may not be old enough to buy a smart speaker, but that's not stopping them from spending a lot of time with voice technology.

This year, 84.8 million people in the US—or roughly a quarter of the population—will use Snapchat, a 7.1% increase from 2017, according to eMarketer estimates.

This year, 55.2 million people in the US will use Twitter. That's 16.8% of the population and a 0.9% increase from 2017, according to eMarketer estimates.