Demographics


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.

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.

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.

This year, 169.5 million people in the US—or more than half of the population—will use Facebook, a 0.9% increase from 2017, according to eMarketer estimates.

A new National Retail Federation study examines what it is calling "value shoppers," the 89% of US consumers who frequent discount retailers. With a figure that high, this behavior transcends gender, region, income and age.

According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.

Based on consumer surveys, the holiday season is shaping up to be more mobile-driven and social media-influenced than in years past. According to PwC, the 2018 holiday shopping period is on track to be one of the strongest since 2005.

Some marketers still hold an outdated picture of the US Hispanic population as languishing on the wrong side of a gaping “digital divide.” But there are areas where Hispanic consumers continue to lag in the digital space.

Do brands live up to their promises to consumers? Much of the time, the answer is no, and a recent study suggests that the ramifications of that can be very bad news for brands that fall short of expectations.

Millennials may not watch as much TV as previous generations, but their engagement with the TV content they do watch may actually be deeper than other groups.

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.

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.

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.

Now that Generation Z has some purchasing power of its own, many of these young internet users are turning to the opinions of strangers to decide what they should buy—just like their older counterparts.

Social media is hardly synonymous with shopping, but that hasn't stopped social platforms from positioning themselves as pseudo-retailers.

More than half of respondents (54%) plan to shop for premium groceries this holiday season, according to a recent survey from Accenture.

Consumers in China spent $118.39 billion on luxury goods in 2017, far more than consumers in the US, Europe, Japan or the rest of the world.

A May 2018 survey of younger US internet users found that many Gen Zers are using apps like YouTube and Snapchat a lot more than they did a year prior.

Though lagging millennial women in some respects, millennial men make more money and are more upbeat about their finances.