Demographics


After their kids are tucked in, 71% of mothers and 60% of fathers use social media; 66% of mothers and 53% of fathers said they talk on the phone or text. Moms are more likely than dads to use this time for interaction with people outside of the household, according to an August 2018 survey by Brigham Young University and Deseret News.

Millennials have long been omnichannel shoppers, but their preference for digital channels is growing alongside the rise of D2C brands and mcommerce.

Although overall tablet usage will slow to just 2% growth this year, growth among seniors will reach almost 6%, according to our estimates. In today’s “eMarketer Daily Forecast,” forecasting director Shelleen Shum looks at tablet usage among seniors. Tune In.

Gen Z is a tough generation for retailers to figure out. They grew up on the internet, but don't like to be targeted with ads there, and crave authenticity in all of their interactions. We parsed the research to help retailers figure it out.

This year, we forecast that 55.4 million millennials ages 23 to 38 will use digital banking. But, they’re not all fans of digital-only banking.

Gaming has gone mainstream, with 86% of internet users worldwide noting they have gamed on at least one device within the past month, and that figure climbed to 92% among those ages 16 to 24, according to a March 2019 report from GlobalWebIndex.

More than 30 million Hispanic Americans use WhatsApp, far ahead of other platforms like Instagram and Twitter, according to our estimates. In today’s “eMarketer Daily Forecast,” junior forecasting analyst Nazmul Islam provides a quick look at WhatsApp usage among US Hispanics. Tune in.

According to a survey from Simmons Research completed in August 2018, an average of 27.4% of parents said they were more likely to buy products they see used or recommended by friends on social sites. This is higher than one-fifth of total adult respondents who said the same.

Pressed for time and money more than in their childless days, today’s parents are increasingly using digital tools to supplement their in-store shopping.