Demographics


Snap Inc.'s share price stumbled Wednesday after the company disclosed user growth that failed to meet Wall Street expectations. But that reaction obscures gains for Snapchat's programmatic advertising platforms.

Older consumers often get short shrift in studies about online shopping behavior because they aren't digital natives like coveted Gen Z and millennials. But it makes sense that older consumers who may not drive or who may have trouble carrying groceries would take advantage of online grocery delivery if they could.

Armed with a lengthy list of needed school supplies, US mothers are upping their omnichannel approach for the back-to-school season, according to a new survey.

We're looking back at some key headlines of the week, including new poll data showing a wide political gap between millennial men and women, a new video feature on Tinder, and more. "Behind the Numbers" is sponsored by Mower.

Even though groceries are still mostly bought in-store, many consumers use digital tools before, during and after a visit to a supermarket. These multiple touchpoints provide opportunities for grocers to engage with shoppers.

More than 7.3 million millennials are living in Canada, the largest age group since the boomers. Spanning the birth years of 1981 to 1996, they represent a broad range that encompasses a variety of life stages.

A survey of US internet users found that those with kids are more likely to buy something from a retailer they're loyal to than seek out a cheaper option.

In a new report, eMarketer explores data showing the shifting patterns of digital adoption among black consumers in the US.

New data from First Insight, looking at the differences in the ways men and women shop, found that men are more likely to see, touch and feel a product before they buy it, while women prefer instant gratification.

In the latest episode of "Behind the Numbers," eMarketer analyst Mark Dolliver discusses how affluents feel about their finances and how they go about spending their money.

With more than half of US households with children feeling financially strained, many parents look for what’s on sale or use coupons to save money.

In an IBM and CMO Council survey of senior marketing, supply chain and ecommerce execs worldwide, 48% of respondents said their investments in data are paying partial returns, but they doubt their vendors will deliver on all of their pledges.

The emergence of millennials with significant disposable income is a key demographic trend across Western Europe, and it is already having a dramatic effect.

Brian Gore, director of brand and marketing at The Set Hotels, talks about delivering a better brand experience using digital.

In the latest episode of eMarketer's "Behind the Numbers" podcast, we dig into data about teens' use of social media. How much time are they spending online? What platforms are they using? How do these young people differ from first-generation social users?

Younger baby boomers are not a digitally clueless bunch, but marketers cannot assume that they are as digitally active—or as mobile in their usage—as millennials and Gen Xers. Rather, they have their own distinctive ups and downs with digital.

This generation is among the most scrutinized, but the millennial stereotype may not be so accurate.

Retailers have begun to set their sights on teens, who make up a portion of Gen Z, as they enter adulthood and start competing with the millennials for marketing dollars. And this demographic is more keen on food than fashion.

When it comes to shopping habits, millennial women indulge on big-ticket items from time to time, but getting a good deal is also important to many of them.

In the latest episode of "Behind the Numbers," eMarketer's demographics analyst, Mark Dolliver, and resident millennial Connor Anovick chat about millennials—and how digital behavior varies among younger and older ones.