Demographics


How Luxury Marketers Use Digital Channels to Reach China’s Affluent

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.

More Millennials, Gen Z Are Using Social Apps

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.

How Millennial Men Are Faring in the Post-Recession Economy

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

What Makes Consumers Loyal to Brands?

When a consumer finds a product they like, they tend to become repeat customers. However, a recent survey found that some consumers—particularly Gen Z and millennials—are not always ready to commit to one product.

Why Mobile Users Download (and Delete) Retail Apps

Apps vs. mobile sites has been the subject of debate since the dawn of smartphones. For a period it seemed like apps fell out of favor, but there is proof that trend is reversing in the retail industry.

A new survey suggests that Facebook users are aggressively deleting the app from their phones—but are they really? In the latest episode of eMarketer’s “Behind the Numbers,” we dig into the data about social network users and their attitudes about privacy. How is Facebook’s usage holding up amidst continuing scrutiny of its business?

Minimalism Is Gaining Momentum, but Brands Shouldn’t Fret Just Yet

It's not easy to quantify whether consumers are spending more on minimalist lifestyles or just becoming more discerning about the things they do spend money on. The rise of private labels and consumers caring less about specific brands of household goods, food and clothing speaks to a shift in values.

In the latest episode of "Behind the Numbers," eMarketer's Mark Dolliver discusses how teens indulge in too much screen time, and the extent to which they and their parents see this excessive usage as a problem.

Consumers Look For Savings While Back-to-School Shopping

For many back-to-school shoppers, finding quality items is important, as is spending as little time as possible in the store. But nothing beats a good deal.

For Hispanic Consumers, a Different Digital Divide

Some marketers still hold an outdated picture of the US Hispanic population as languishing on the wrong side of a gaping “digital divide.”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.

Consumers to Brands: 'You Disappoint Me'

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.

TV's Effect on Millennials? Not Necessarily Minimal

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.

Wallets Full, Shoppers Ready to Crank Up Holiday Spend

With consumer confidence hovering near record highs, consumers are set to bump up their holiday spending this year.

Not Everyone Wants to Share Their Data in Exchange for Personalization

Many consumers understand how companies use their personal data, but according to a recent study, not everyone is comfortable with it.

How to Turn Millennials into Repeat Shoppers? Give Them Free Stuff.

According to a May 2018 survey from Dotcom Distribution, something as small as a free sticker can leave an impression—and not only make them more likely to make future purchases, but to also recommend that brand to others.

Millennials Don't Mind Using Tech While Shopping

A survey of US and UK millennials found that—surprise—many would be comfortable using a variety of new technologies while shopping.

Facebook Is Tops with Everyone but Teens

The number of Facebook users in the US will inch up 0.9% this year to 169.5 million. While growth has plateaued, Facebook is still the most used social network among all age groups, except for teens.

In the UK, Younger Users Flock to Snapchat

Snapchat will overtake Facebook among 18- to 24-year-olds this year, according to eMarketer’s latest forecast on social network usage.

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, some of the topics we’re talking about include how teens are turning to Instagram to make some extra money, plus how ecommerce and low prices may be turning some consumers into hoarders.