Demographics


Parents Struggle to Find Work/Life Balance, Turning to Digital to Keep Kids Busy

Roughly a third of US parents said working from home, while taking care of their kids at the same time, has been one of the biggest ordeals they’ve had to deal with during the pandemic.

How Brands Can Maintain Trust with Canada Consumers During a Crisis

The actions of brands during a crisis can make or break long-term relationships with consumers, according to the “2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus.”

Young Adults Are More Worried About Financial Impact of COVID-19 than Older Cohorts

More than half of US adults ages 18 to 34 said they’re concerned about being able to pay their rent or mortgage in the next few months during the coronavirus pandemic, according to a recent survey from LeanIn.Org and SurveyMonkey. In contrast, fewer respondents (38%) ages 35 to 64 felt the same way, while 14% of those 65 and older agreed.

Teens' and Kids' Media Diets During the Coronavirus

eMarketer principal analyst Mark Dolliver, junior analyst Lucy Koch and vice president of research Jennifer Pearson discuss the media diets of kids and teens in quarantine. They then talk about how older individuals and women are disproportionately affected by COVID-19, the video streaming platforms with the best kids content and more.

COVID-19’s Impact on Businesses and Consumers in Latin America

Latin America and the Caribbean account for 3.3% of confirmed coronavirus cases worldwide (roughly 55,000 people as of April 10, Johns Hopkins University data updated hourly), but businesses and consumers have already started feeling the impact of the virus as governments attempt to contain the pandemic and mitigate potential economic downturns. Here's what you need to know.

As Adobe’s longest-reigning CMO, Ann Lewnes has led the software giant’s marketing efforts for more than a decade. She has seen data be used to quantify the impact of marketing and witnessed how marketing has changed from being operational to strategic. For Adobe, the push to revamp a marketing organization to leverage digital didn’t happen overnight.

How's the Adulting Thing Going for Millennials?

eMarketer principal analyst Mark Dolliver and junior analyst Lucy Koch share insights on how millennials are managing adult concepts like financial planning, homeownership, student loans and cars.

Politicians Are Turning to Influencers, Just Like Brands Are

As the 2020 presidential race continues, some candidates are turning to social media influencers to spread their messages and garner support for their campaigns. It was reported that former New York City mayor Michael Bloomberg recently partnered with popular Instagram accounts to create meme content for promoting his candidacy, called the Meme 2020 project.

Is YouTube Turning Kids Into Budding Shoppers?

Having established itself as a place for authentic self-discovery, YouTube is a mainstay for today’s kids. While entertainment preoccupies much of their time on the platform, it’s also evolved to a place of search and product discovery, ultimately influencing some on their path to purchase.

How Could Disney+ Reshape Kids’ Digital Video Consumption?

Today’s kids are more digital than previous generations at the same age. But, while digital video is certainly an important part of kids’ media diet, we estimate that just over half of those ages 11 and younger (52.4%) will be digital video viewers this year. TV penetration is still much higher (close to nine in 10), although time spent is declining.

The Weekly Listen: Well-Being as the New Luxury, a TikTok Change and Brands Lighten Up

Insider Intelligence principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna discuss whether well-being will be the new luxury, what TikTok's new CEO needs to do, brands lightening up, the localism trend, France's latest big tech bill, the fastest creatures on Earth and more.

Nearly 8 in 10 Consumers Say They’ll Continue to Cut Spending After the Pandemic

Once the pandemic ends, consumers are likely going to continue doing things that they've become accustomed to doing while sheltering in place.

US Consumers Are Flocking to TikTok

TikTok is experiencing a substantial boost during the coronavirus pandemic. It added more than 12 million US unique visitors in March, reaching 52.2 million, according to data provided to us by Comscore. Between January and March, its US unique visitor count rose 48.3%.

New polls on consumer responses to the coronavirus pandemic reveal that when it comes to fear, finances and boredom, generational stereotypes may not hold true.

Before the shift to digital, marketers didn’t have a measurable way to track their companies’ growth, which would allow them to prove their worth. As Deloitte Digital's CMO Alicia Hatch put it, “In the C-suite, we were essentially speaking Mandarin to English speakers. No one understood what we were talking about.”

Three Charts: TikTok Penetration Among US Gen Zers

The media’s obsession with Gen Z and TikTok is ever-present, but whether or not penetration levels are as high as the frenzy would indicate is debatable. Three charts paint a clearer picture of what usage and popularity currently looks like among Gen Zers.

Restaurants, QSRs in Canada Covet Millennials

Brands have sought after millennials since the segment was identified as a demographic phenomenon reminiscent of the boomers. There’s been heavy investment in the creation of products and services that fit within an evolving consumer culture, one increasingly defined by this influential cohort. Growing independence and earning make this group the most digitally connected of all.

How Digital Are Millennials in Their Shopping?

At a life stage that entails lots of buying, millennials are combining digital and in-store shopping in ways that work best for them.

The first-ever CMO of a young company has to do something slightly different from one stepping into the same role for a legacy brand. When DailyPay’s Jeanniey Mullen was appointed as the financial tech company’s first CMO in July 2019, she wanted to transform the payroll landscape.

Five Charts: Understanding Gen Z’s Devices and Digital Usage

Relating to and connecting with teens—the core of Gen Z—can be confusing. For marketers, reaching this cohort starts with understanding how and where teens spend their time.