eMarketer principal analysts Mark Dolliver and Nicole Perrin, junior forecasting analyst Nazmul Islam and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss what the coronavirus pandemic has and hasn't done to print media. They then talk about racial diversity in ads, millennials in decision-making roles, and American teens' favorite social media platforms.

Marketers must look past some familiar stereotypes of millennial life—about their digital usage, shopping behavior, finances and attitudes toward homeownership—to grasp the realities of how this cohort has evolved.

This report looks at how digital technology fits into the daily lives of US kids—digital natives who, compared with teens and young adults, aren’t really all that digital.

Fewer people in the US are using rideshare services during the pandemic. According to July 2020 data from CivicScience, 71% of respondents ages 18 to 24 said they have stopped using rideshare services.

eMarketer principal analyst at Insider Intelligence Mark Dolliver discusses how another recession will affect millennials and how they've delayed adulthood, but not forever. He then talks about what happens when you buck gender stereotypes in ads, the truth about people ages 65 and older and whether our digital lives will become more intertwined.

In June 2020, Mindshare found that 68% of US adults believed brands should speak out against racial inequality and injustice, while Visa found that 75% of millennials would support businesses and causes in response to social justice protests. Read more:. Consumers expect brands to be inclusive. How social issues are sparking action among brands. Nike leads consumer brands for diversity in advertising.

US CTV viewers in 2020 will total 45.7 million for Gen Z; 56.5 million for millennials; 48.5 million for Gen X; and 32.8 million for boomers. Compared with the same figures a year ago, Gen Z viewers increased by 7.7%; millennials by 3.5%; Gen X by 1.8%; and boomers by 8.3%.

These factors may be particularly important to Gen Zers and millennials because they’re BNPL providers’ core demographic, but the industry’s appeal isn’t confined to young shoppers. BNPL firms have built their businesses up by targeting younger consumers. More than half of Affirm’s consumers are Gen Zers or millennials, CFO Michael Linford told Insider Intelligence.