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.
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.
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.
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.
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.”
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.
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.
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.
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.
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.
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.
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.
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.