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Marcus Johnson (00:05):

Hey gang, it's Monday, March 9th. Emmy, Paula, and listeners, welcome to Behind the Numbers, an EMARKETER podcast made possible by Rokt. I'm Marcus. Join me for today's conversation. We have two folks who call New York home. One of them is one of our analysts called Emmy Liederman. Hello.

Emmy Liederman (00:21):

Hi. Thanks for having me.

Marcus Johnson (00:23):

Welcome to the show, of course, of course. The other one is our demographics analysts, analysts, two people. She's two people.

Paola Flores-Marquez (00:31):

Thank you to be called two. Thank you.

Marcus Johnson (00:33):

Paola Flores-Marquez.

Paola Flores-Marquez (00:35):

Hi, Marcus. It's good to see you again.

Marcus Johnson (00:37):

Hello. I'm terribly sorry for that. Heinous introduction. Rough. Anyway, today's fact. So I went to the British Coast this weekend and I saw some seals. Not navy. So I thought I'd share some facts about seals. You can check out. I'll put a photo on Instagram because this little baby's just adorable. Okay. So seal facts. Seals maintain... I was like, "How are they?" They're just lying on the beach just hanging out like in a little banana shape with the cold water just hitting them and they obviously swim in it. I was like, "How are they able-"

Paola Flores-Marquez (01:18):

[inaudible 00:01:18]. Dream life.

Marcus Johnson (01:20):

Their life? I know. Well, I was like, it's a cold life, but it's not because they have thick blubber, which even in icy water can keep their body temperature constant, which sounds amazing. I'm always cold. Seals, mammals, but can hold their breath for an hour and a half.

Paola Flores-Marquez (01:37):

Wow.

Marcus Johnson (01:38):

Storing oxygen in their blood. Yeah. Most seals travel around five miles an hour, so they're cruising. But can reach speeds of 15 to 22 for short bursts. In a single year, the Northern elephant seal can travel over 12,000 miles, which is halfway around the planet.

Paola Flores-Marquez (01:57):

Whoa.

Marcus Johnson (01:59):

Mostly for food, I think. Perhaps mating, I'm not sure. But they can dive about a mile down. Some go deeper than... That's basically deeper than most submarines, which so far. And seals, they look smooth, but they actually have fur. It's just short and dense. I didn't touch one, but I did want to give the baby a hug.

Emmy Liederman (02:21):

But you had to restrain yourself?

Marcus Johnson (02:23):

You have no idea. I'll send you the picture, you two.

Emmy Liederman (02:26):

Yeah.

Marcus Johnson (02:26):

And everyone else is on... We'll put it on the company Instagram.

Paola Flores-Marquez (02:30):

I want to see. Yes.

Marcus Johnson (02:32):

It was tough. Anyway, today's real topic, what defines teen's digital life? We should probably start by defining what a teen is, which seems silly because you would just assume it's the person whose age ends... No, starts. No ends with teen, but it's not power. How do we define it?

Paola Flores-Marquez (02:57):

So the EMARKETER defines teens as 12 to 17. We narrow it down to make sure that we focus in on populations that are still in school, under the care of their parents. And so ours is a little bit different than the general consensus of what a teen is.

Marcus Johnson (03:12):

Right. And it's infuriating because as we were saying before the show, we take one year of Gen Alpha and mix that in a pot with a bunch of years of Gen Z, but we don't pick the 18 and 19 years that are counted in conventional teenage years.

Paola Flores-Marquez (03:31):

Yeah. I mean, it makes sense in terms of this is where the habits are starting to coalesce and there is change within that section. We see a massive jump in social media usage between the ages of 12 to 14 to 15 to 17.

Marcus Johnson (03:47):

Yes.

Paola Flores-Marquez (03:48):

But it really does help to focus in on what that looks like, particularly when it comes to older teens, because we're talking about a population that has so much time on their hands and is very heavily invested in the culture. And they just have so much more space to engage in a lot of these aspects that a lot of adults don't get to because we're all bugged down by responsibilities and jobs.

Marcus Johnson (04:12):

Yeah. Some of us, I'm off playing with seals. But how do teens decide which devices to use for certain digital activities? They're probably doing a lot of different things online, on a lot of different devices. What are they doing where?

Paola Flores-Marquez (04:27):

I mean, the smartphone is the default. We all have a smartphone in our hands. Typically, around the age of 12 to 13 is when a lot of teens start getting their phones or their smartphones, but we're talking about a current generation that's been managing or learning how to use a smartphone since they were pretty much babies. And so it's very instinctual. And there's often a joke, Emmy, I don't know if you've ever experienced this, but millennials will freak out if you're trying to do a big purchase on a phone like, "That's a computer task. How dare you plan a trip on a phone?" But it's very common for Gen Zers to do it because it's kind of-

Marcus Johnson (05:04):

That's me.

Paola Flores-Marquez (05:05):

Yeah, it's just so instinctive. But that being said, there are definitely activities that they tend to gravitate towards other devices for such as homework, like long form essays, viewing, more streaming obviously tends to be done on larger devices, but that doesn't mean it's all concentrated there. It's not exclusive.

Marcus Johnson (05:25):

Mm-hmm.

Emmy Liederman (05:25):

I think it was a few years ago when people coined the term millennial pause.

Paola Flores-Marquez (05:30):

Yes.

Emmy Liederman (05:31):

Because they noticed, I guess older Gen Alpha and most of Gen Z noticed that millennials, when they start a video, instead of just speaking immediately, they have to pause because it's instinctual from when they had older cameras that needed a second to start. So I think that's just a funny example of how everything is... This is just reality for them. Smartphones are just what technology is and they don't know any differently.

Marcus Johnson (06:02):

Yeah.

Emmy Liederman (06:03):

I think there's funny little ways that it shows up like that, but then it's also really clear in terms of how they view shopping and what they consider a safe purchase.

Marcus Johnson (06:14):

Yeah. Shopping, as Emmy just said, something they do on their phones, Paola's got this fantastic chart and her new research on Teams and it's from... No, sorry, this is from AppAnywhere and it breaks out activity down the left, and then device along the top. Shopping is the thing that they do most on their smartphones. That stunned me more so than playing games, watching shorts, YouTube, video calls, music. It's shopping.

Paola Flores-Marquez (06:42):

Yeah. I mean, I think a lot of that comes down to social commerce, right? It's not just that these purchases are occurring through social platforms, which is a thing. Teens have been engaging in social commerce at a higher rate than the general population for quite a bit now, but it's that so much of their world revolves around these social platforms. It's where they discover products. It's where they look up to see whether the product is worth purchasing. It's where they kind of... It's their one-stop shop for everything. And so why not just make the purchase right then and there? If it's already in your hand and you've already decided you want it, then it's just so easy.

Marcus Johnson (07:23):

Emmy, is this something that young people, teens are going to be able to... Are they going to be able to take social commerce mainstream? Because we've seen people dabble with it, they've tried it out, they do a few purchases, nothing too expensive. Do you think this generation who started to use it from such a young age are going to carry that through or is social commerce always going to be left to the side, so to speak, in terms of there'll only be certain types of purchases for only certain amounts of money?

Emmy Liederman (07:52):

Yeah, I think that social commerce is going to completely be at the core of commerce because of these younger generations. I mean, if you think about the way that I shopped as a teenager, I am from New Jersey to preface, but a fun activity that we would do on the weekend is go to the mall. And malls are definitely shuttering now and are just having a hard time keeping up with the Amazons and the TikTok shops of the world. And I do think that these younger generations, they value that peer-to-peer commerce just as much, but they might not have a shared space where you have access to all these different products and all of these different stores.

(08:33):

So I think that social commerce is really going to be front and center because of younger generations. I remember when TikTok Shop first came out, I was like, "Is this safe? Is this okay? Are they going to just steal all my credit card information?" People had those issues about Temu and SHEIN as well. Pao, correct me if I'm wrong, but for these Gen Alpha and just teens in general, that's not really on their radar, that safety component.

Paola Flores-Marquez (09:05):

I mean, I wouldn't want to dismiss the idea that yes, there have been a lot of scams and why people do get swindled and all of that, but it's becoming an increasingly safe environment that by the time that these teens are fully able to make purchases of their own, it's going to be something that's so standard for them, right? And we're seeing a lot of larger labels, luxury labels lean into these social spaces and making it easier to access where it once would've been unfathomable for me to spend, I don't know, $500 on a Coach purse that I bought off of Instagram. That's something I would never have considered 10 years ago. But if it's something that has been consistently reliable through all these different measures, then yeah, they wouldn't know any different. They will not know a world in which that has been something that is unsafe.

Marcus Johnson (09:52):

Right. And they're spending a lot of money here now. We have some numbers which suggest, I believe it's this year, TikTok shop, people will spend more money, Americans, more money on TikTok shop than Target online, more money from e-commerce, TikTok shop than Target will make from e-commerce in 2026. So that's just absolutely shocking. Paola, you had a lot of data, Emmy, probably, I think maybe you had some as well, but looking at, yes, teens buy things online, but in real life still matters. Tell us a bit about some of the things that jumped out to you there. Pao, I'll start with you.

Paola Flores-Marquez (10:28):

I mean, I think that the death of the third space is something that is constantly being talked about at the moment, and I think it's very real. I think going to the store and physically looking at an item and spending... It gives you something to do. It gives you something to socialize in. It gives you the idea of even just running errands with your friends. And so I don't think it's something that will ever truly go away. I think it'll continue to shift, but teens that have a major desire for those third spaces that no longer exist, like Emmy was saying, the mall. Or in the case of my friends in high school, we used to just hang out on a little grassy patch in front of the 7-Eleven until someone told us to leave and that those spaces are increasingly disappearing, right? And so stores are one of the last places in which you can still hang out.

Marcus Johnson (11:15):

Mm-hmm.

Emmy Liederman (11:16):

Yeah. And when I talk about how I think social commerce is going to be front and center, I don't necessarily know if teens want this to be the case where all they do is shop online. But as Pao said, it is just a necessity with this lack of third spaces. And I think one thing about teens is they seem to be very self-aware in terms of the amount of time that they actually spend on social. So they're looking for people that can bring them outside of that bubble and allow for them to be more social offline. So I think that the brands that can offer that have a leg up with loyalty from being able to gain the loyalty of these generations.

Marcus Johnson (12:02):

Yeah, you passed on some really interesting data from Quad's Return of Touch Reports, and 78% of Gen Z and millennials, this includes millennials as well, but saying they appreciate when brands add digital touchpoints to enhance physical shopping rather than replace it. And a lot of conversation has been about, "I'm shopping over here, I'm shopping over there." And I like this idea of enhance the physical space with digital. You don't have to swap it out entirely. They are online a lot, and increasingly more and more so, how you have some research from Pew looking at teens and how increasingly more online they are, increasingly more? I don't know.

Paola Flores-Marquez (12:41):

Increasingly?

Marcus Johnson (12:42):

A coin to be researched.

Emmy Liederman (12:42):

They pick out the more.

Marcus Johnson (12:48):

In 2025, 40% of 13 to 17 year olds were online almost constantly. That was 24% a decade ago. So from 24% to 40% of teens saying they are constantly online in the past decades. That said, I thought this stat was heartbreaking, but also really telling that 73% of 12 to 15-year-olds in this case, according to the Harris Poll, said they'd spend less time online if there were more friends to play with in their neighborhoods. So they're online, but a lot of them are online because their friends are online, not because they think it's better than the real world necessarily.

Paola Flores-Marquez (13:27):

Yeah. It was something like 30% of Gen Alpha has never known a world without the pandemic or prior to the pandemic, something along those lines. And so obviously that's not a stat that necessarily applies to teens, but we are still talking about a large chunk that have grown up. Just being used to socializing with their peers in digital spaces. And while that's not, I don't think that's necessarily a bad thing. I think that the world adapts in the way it needs to. There is a lack of exposure to the way things used to be done and the benefits of being in shared social spaces. And we're also talking about generation that probably isn't going to experience that until they go to college, and which means they're probably a little bit farther behind in their socialization skills, and they're going to have to learn a lot of those social lessons when they're already adults as opposed to teenagers.

Marcus Johnson (14:20):

Yeah. Talking about social skills, Paulo, what does a teen's life on social media look like?

Paola Flores-Marquez (14:27):

I mean, social. It's a lot of social. It's very impressive. It's multifunctional. Much of it is TikTok and YouTube, right? TikTok wins in terms of time spent, but YouTube has the breadth. We're talking about over 90% of teens in the U.S. use YouTube, and that's actually very high. I mean, that's consistently high across age groups and generations. YouTube tends to be the most used platform across groups because it's so accessible, but yet we really cannot discount the amount of the time suck that TikTok is for a lot of people. And TikTok is normally-

Marcus Johnson (15:04):

No more so than teens. We have some research on time spent on TikTok across ages, and teens is the most time spent of anyone by a few minutes.

Paola Flores-Marquez (15:15):

Yeah. Yeah, because I think it's like TikTok is a form of entertainment and discovery. When you look at the... I love tracking the life cycle of memes and where did this originate and where's our humor coming from? And so TikTok has been the major source of internet humor for at least the last five years, maybe more. Whereas before it was 4chan or Twitter. And so if you want to be current in internet language and you want to be current in inner culture, you have to be on TikTok. Otherwise, you're going to get reels that are three months old and you're going to be making jokes that are very outdated.

Emmy Liederman (15:55):

I thought this was an interesting blog post from an agency called Allen and Gerritsen, and it's just talking about Gen Alpha specifically, but one of the subsections is just called the Rebellion Against Being Optimized. It talks a lot about how maybe older generations are used to being overbooked by their parents. They have travel soccer, they get a tutor, they have all these sports that are going on, dance rehearsal, whatever it may be. And it just says, "Gen Alphas are rebelling against the constant optimization and management of their routines and identities. Even viral phrases like the intentionally meaningless six, seven is a form of linguistic rebellion."

(16:38):

And I think that is why social media is so precious to Gen Alpha. You can just participate in things that your parents and older generations aren't privy to. And it feels like it is that community aspect, which is every other generation had, but maybe it was formed in person opposed to online. But online, there's so much more opportunity to move in silence, whether that's positive or negative.

Paola Flores-Marquez (17:09):

Actually, I think that speaks to Snapchat's continued popularity amongst teens because the disappearing messages are one of the few outlets where they're not constantly being monitored by their parents, right? The parents can't see something that isn't there anymore. And you can see Snapchat's adoption drop once they get past the teen years because there's no necessity to hide it as much. They're not being monitored as closely.

Marcus Johnson (17:33):

Yeah.

Paola Flores-Marquez (17:35):

I also think it's super important. I think we've talked about generations as if they're so radically different from one another, but they aren't, right? Teens today are experiencing the same issues and the same concerns that teens a hundred years ago were experienced, maybe not a hundred, but well, actually maybe a hundred. I don't know. I still feel like the '90s was the same.

Marcus Johnson (17:51):

Some. Some.

Paola Flores-Marquez (17:53):

Yes. I think that the concerns are the same, right? Do my peers like me? How am I coming off? What do I need to do to get through school? Why am I parents like me?

Marcus Johnson (18:04):

Yeah, make it Korea. Yeah.

Paola Flores-Marquez (18:05):

Yes. And so I think it's really important when we look at a lot of these habits to ask ourselves, what is the life stage that these kids are in? And more importantly, where are they headed, right? Because that's going to... What their future plans are going to determine what the actions that they're taking now. Although obviously teenagers are not very famous for long-term thinking, but they are sort of... I think by focusing on these parallels, we can identify how to reach them more efficiently.

Marcus Johnson (18:32):

Yeah. Yeah.

Emmy Liederman (18:33):

Yeah. And I remember a few years ago, data came out about how Gen Alpha and maybe younger Gen Z, instead of taking a more traditional career path, so many people in that generation would aspire to be influencers and content creators. And people freaked out over that and was like, "Our society is so damaged," whatever.

Paola Flores-Marquez (18:54):

Yeah.

Emmy Liederman (18:55):

But I did see a lot of takes that were like, this is how these kids perceive community. And instead of just wanting to be famous, they might actually just be chasing having a strong community and having people around you that have a shared interest. And that's in a digital world, that's how that manifests.

Paola Flores-Marquez (19:15):

And how different is that from teens in the 2000s who were like, "I'm going to be a movie star. I'm going to be a basketball player. I'm going to be... These are just pie in the sky." I mean, I think it's freaking people out because it's so radically different from the careers that we've seen be A list or, I love talking about the A list, you know, Emmy, that we've seen as successful markers of success, but it's no different. I also think something I read yesterday that I thought was fascinating is not just considering what life stage these children are in, but also who's raising them, right? So what are the values that are being passed down to them? And if we look at those being raised by Gen Xers, think about who Gen Xers were in their 20s and what their philosophies look like.

(19:55):

And so much of it was like slacker, 90s, corporate, anti-corporate, all this other stuff. And so how is that playing out in younger generations who are also rebelling against a lot of these expectations? Whereas a lot of millennials were raised by boomers that had a much more different relationship with the economy and the expectation that work was going to pay off. And so I think it's really important to look at it that way as well.

Marcus Johnson (20:19):

Pao, how is gaming for this generation of teens different from previous ones, if at all?

Paola Flores-Marquez (20:24):

Well, we see consistently arise in the amount of gamers within each generation when we look at the forecast. So Gen Zers, they currently have the highest rates of gamings amongst all the generations, although it is very high amongst Gen Alpha as well. It's one of the primary digital habits. And I think part of that comes from, as we were talking about the pandemic and digital social spaces, that these gaming spaces are another addition to that way of interacting and building community, especially when you look at platforms like Discord that allow them to interact in real time. And that's how it started, right? It started as a way for everybody to game together without having to pay additional fees in order to connect.

(21:11):

And so I think they could be a massive boon as well if more bands were to be implemented. I think we would see a lot of that activity that's currently on social media move into gaming spaces, but we'll see how that goes because there's also... I mean, I think a lot of these gaming spaces are implementing, like Discord are implementing identity verification methods in order to make their platform safer, but it's also creating a lot of turmoil among current users. And so while I do think we'll see that shift, I do think... It's a question of whether or not it'll be through established platforms such as Discord, right?

Marcus Johnson (21:55):

Yeah, yeah.

Paola Flores-Marquez (21:55):

There might be an age split there, where older users will gravitate towards something that isn't constantly trying to monitor them. And whereas younger users will probably... The parents of younger users will probably feel safer with them being on verified platforms.

Marcus Johnson (22:09):

Mm-hmm. Please.

Emmy Liederman (22:10):

And it sounds like younger generations have this fatigue with social media and particularly how it's become so riddled with advertisements. And it sounds like maybe Discord and Roblox and some of these other platforms, there are advertisements, but it's more integrated into the game opposed to just a very clear break.

Marcus Johnson (22:37):

Yeah.

Paola Flores-Marquez (22:37):

Yep, I think there's a desire for a better exchange of like, "Not don't just show me something, give me something," right? Give me something I can interact with or play with or a live event I can attend as opposed to just don't just throw something in my face every five seconds.

Marcus Johnson (22:51):

Yeah.

Emmy Liederman (22:52):

Yeah. I just wrote about how the Salvation Army did a thrift store in Roblox and the brand just recognized that Roblox was a space where a lot of kids were interested in... Kids go there for self-expression and there is a desire to thrift beyond just the fact that it is eco-conscious and cheap. People really consider it to be an outlet where they can find something that's one of a kind. So I thought that was a good example of how a thrift store works within a gaming universe didn't quite make sense to me as a non-Roblox user. But it is an interesting example of that is more of a chill ad format that is just subversive and integrated.

Paola Flores-Marquez (23:42):

Coach had a collab with Sims recently too, where they like a bunch of outlet, which was really fascinating.

Marcus Johnson (23:49):

Yeah. They used that example on reimagining retail, yeah, the Coach bag that you could buy through Sims. These are all really great points around gaming and how this teenage generation are different from others and how they interact with gaming. I really liked your point, Paola, about active play, no longer a necessary ingredient over three quarters of young people of teens just watching other people play games. And that is a lot different from previous generations, a lot of that obviously being on YouTube. Let's end with AI. Emmy, I'll start with you for this one. Anything stand out to you about teens' relationship with AI?

Emmy Liederman (24:28):

Is a gender divide in terms of AI use? I think that young or Gen Alpha and just teenagers, women are more likely to think about the ethical implications of using AI and especially how it impacts art and creativity and might keep their distance a little more than young boys. But it definitely is reaching them at a young age to the point where I can't really imagine a world where they wouldn't be using it to any degree.

Marcus Johnson (25:07):

Mm-hmm. Paola, what jumps out to you about teens and AI at the moment?

Paola Flores-Marquez (25:08):

I think for me, one of the most interesting aspects, so if that 80% of them believe they can detect an AI-generated content according to teen voice, which I-

Marcus Johnson (25:21):

Confident.

Paola Flores-Marquez (25:22):

I think it's hubris is what I think it is.

Marcus Johnson (25:24):

Yeah.

Paola Flores-Marquez (25:26):

Which speaks very much to where teenagers are, right? Everybody thinks they're going to live forever and everybody thinks they're smarter than everyone else. I know I certainly did. And we're also talking, but it's already such an integrated tool for many of them. I mean, I think it was a test. A test found that 46% of teens ages 15 to 16 are using AI as a search engine, and then 44% use it for help with schoolwork or studying. And so it's not instinctive, but it is already becoming such a go to in the way that I think, when I was in college, Wikipedia was becoming a go to, right?

Marcus Johnson (26:11):

Yeah.

Paola Flores-Marquez (26:12):

And the internet was becoming something that was so reliable and so much easier. And I felt like it was so instinctive to me that whenever the people were like, "How do you do that?" Or when older people were like, "How do you do that?" I'm like, "What are you talking about? Why wouldn't I do it? It's so easy."

Marcus Johnson (26:26):

I was surprised that number. I thought that would be higher though. Now, this is people admitting, this is teenagers admitting to using AI for homework, but as a search engine, maybe it's more acceptable, but I thought that that number, every teen would've been using it. So those numbers were high, but I did expect them to be a bit higher.

Emmy Liederman (26:45):

It seems like Gen Alpha is less amused by AI. They don't see it as this whimsical.

Marcus Johnson (26:51):

Oh, interesting.

Emmy Liederman (26:52):

That older generations do. When I think about how boomers use AI, it's constant image generation. I mean, I'm just thinking about what my dad sends me on the daily.

Marcus Johnson (27:05):

That's fine.

Emmy Liederman (27:05):

But it's just a lot of maybe boomers and Gen Xers and stuff, they're more like, "Wow, look at this shiny new tool." And younger generations are like, "Yeah, of course I'm going to use this to help me with my homework and I'm not going to do it with a huge smile on my face." It's just like it exists and it's a tool.

Marcus Johnson (27:22):

It's the tool of the moment.

Paola Flores-Marquez (27:24):

I do think it's fascinating that I feel like younger generations, while they are more aware of the ethical concerns and they are plugged into the conversations happening, there's less fearmongering, I think, among them about the future of AI because they have a better understanding of how it works. And so whereas older generations, the pie in the sky ideas of how AI could destroy the social fabric of our universe and [inaudible 00:27:47].

Marcus Johnson (27:46):

Yeah. It's because teenagers haven't seen iRobot yet, but they will or Terminator or any-

Paola Flores-Marquez (27:49):

Yeah. Mandatory Terminator watches in all the schools, okay?

Marcus Johnson (27:55):

Yes. Mm-hmm.

Paola Flores-Marquez (27:59):

This is mythology. Mamdani, give me a call and we can work things out. Yeah, I just think it speaks to just how easily younger generations tend to pick this up.

Marcus Johnson (28:08):

Yeah. And if they are using it, Paola, I heard this in your report as well from Pew Research, if they are using AI, it's ChatGPT by a country mile, Gemini, Meta AI, Copilot, way, way behind in terms of usage among teens in the U.S.

Paola Flores-Marquez (28:28):

And they're using it for social support, which I also thought was fascinating. A third of teens use AI companions for social or relational purposes.

Marcus Johnson (28:37):

Interesting. Is that as a friend or as a therapist? Will that include both?

Paola Flores-Marquez (28:40):

It's some sort of emotional support where it's like, "This is the situation I'm experiencing with my friend or with so-and-so and what do you think?"

Marcus Johnson (28:48):

How do I deal with it? Wow.

Paola Flores-Marquez (28:48):

Yeah.

Emmy Liederman (28:48):

Yeah. Which is dangerous because no one should have a therapist that gives into their every thought and supports their every thought. And that is ChatGPT. So that'll be...

Marcus Johnson (28:57):

Yes. Well, Paola's full report, it's called U.S. Teen Digital Habits 2026. We covered some of it. There's tons more in there, link in the show notes or you can go head to emarketer.com if you're a Pro Plus subscriber. But that's what we have time for, talking about teens today. Thank you so much to my guests for hanging out with me today. Thank you first to Paola.

Paola Flores-Marquez (29:21):

Mm-hmm. Thank you, Marcus.

Marcus Johnson (29:23):

Yes, of course. And then to Emmy.

Emmy Liederman (29:25):

Thank you.

Marcus Johnson (29:26):

Yes, indeed. And thank you to the whole production crew, but mainly Lance because he's the only one here. Thanks to everyone for listening in to Behind the Numbers, an EMARKETER podcast made possible by Rokt. Watch upcoming episodes of our video podcast on YouTube, Spotify, and this spring on Apple podcasts. Susie, we'll be here with Reimagining Retail Show on Wednesday, talking all about Starbucks and loyalty.