Demographics


eMarketer principal analysts Mark Dolliver and Sara M. Watson, along with junior analyst at Insider Intelligence Blake Droesch, discuss the true power of the social media giants, how Gen Z viewers like to consume sports, Twitter leaning into audio, news use on social platforms, how the pandemic has reshaped children's screen time, why people get "red eye" in photos, and more.

Revolt TV brings more diversity to streaming: The new ad-supported streaming service will focus on Black culture, capitalizing on high demand for diversity in media.

Proficiency in English is increasingly the norm among US Hispanics, as more and more of the population is US-born. But Spanish isn’t going away.

By conservative estimates, LGBTQ+ individuals make up approximately 4.5% of the US population, but account for 8%— approximately $1 trillion—of the country’s disposable income, according to a 2020 report from Kearney.

More boomers have retired this year than any year in the past, driven by pandemic-related job losses and health fears—but most remain relatively secure in their retirement prospects.

eMarketer principal analysts at Insider Intelligence Mark Dolliver and Jeremy Goldman discuss SMS marketing, calculating the ROI of customer experience, why Gen Z doesn't matter that much and boomers matter more, and what to know about parents in 2021.

Penny Brook, CMO of Canada Goose, speaks with eMarketer vice president of business development Marissa Coslov about looking to its brand ambassadors to provide inspirational content to consumers amid lockdowns, inviting local artists to exhibit in storefront windows, and more.

Business Insider Intelligence research analyst Daniel Keyes, eMarketer principal analyst Andrew Lipsman, and senior forecasting analyst at Insider Intelligence Cindy Liu discuss the biggest takeaways from how Thanksgiving holiday shopping went this year. They then talk about the best ways brands can reach female holiday shoppers during the pandemic and how Walmart and Target performed in Q3.

A majority share of consumers are now taking to marketplaces first when shopping online. According an August 2020 survey from ecommerce ad agency ChannelAdvisor conducted by Dynata, 53% of US adults said they began product searches at Amazon when planning to make a digital purchase.

People with disabilities make up a large, but diverse and underserved, segment of the US population. According to recent statistics from the CDC, 67 million adults in the US—or 26% of the population—report living with at least one type of disability.

Boomers may find digital shopping a stickier habit than expected: Lockdowns increased ecommerce spending for the generation, and many will continue to shop online post-pandemic.

Univision dives into the streaming market: Spanish-language broadcaster Univision will launch a free ad-supported streaming service this quarter, building on its YouTube presence to extend further into digital video.

With the pandemic causing unprecedented spikes in unemployment, many boomers have chosen to retire rather than remain in the workforce.

The Hispanic population’s collective purchasing power is large and will get larger. But marketers can’t ignore the fact that many Hispanic consumers’ finances have taken a severe hit during the pandemic. A rebound to pre-pandemic conditions would still leave Hispanics with below-average income and wealth.

The tumultuous events of 2020—including the global pandemic, recession, and Black Lives Matter protests—have exposed deep flaws in US society and disillusioned many consumers, especially younger ones.

The coronavirus outbreak has created unprecedented challenges for deaf and hard-of-hearing people in the US. Not only have social-distancing protocols and stay-at-home orders proved isolating, mask mandates have made speech-reading difficult and stymied communication in American Sign Language (ASL), a visual language that relies on hand signing and facial expressions to convey tone, meaning, and nuance. As a result, many of the country’s 48 million adults with hearing difficulties cannot access potentially life-saving information.

Though US law requires most public and private companies to make their websites and digital experiences accessible to people with disabilities, many are still missing the mark. But as the pandemic forces more people to work, study, shop, and conduct business online, it is empowering the disability community. Brands are turning to new technology and inclusive design to boost accessibility and extend their outreach.

Having a strong understanding of an email program’s return on investment (ROI) remains a competitive advantage. It might be surprising that given how great an ROI email can provide, many brands don’t actually have a good handle on how to measure its success or lack thereof.

Today’s sociopolitical events have lit a fire under brands to address social injustice and diversity, equity, and inclusion (DEI) in deeper ways than they have in the past. Companies are using marketing and advertising to respond to and support discussions about systemic racism and the Black Lives Matter protests, the fight for LGBTQ rights, the #MeToo movement, the COVID-19 pandemic, and issues of immigration reform, to name a few.