Demographics


Boomers, More So than Their Younger Cohorts, Are Willing to Shop In-Store

More than eight in 10 baby boomers worldwide said they are still willing to shop for food and beverages in-store despite the pandemic, according to July 2020 data from Braze.

Parents Will Lean on Digital for Back-to-School Shopping, but Many Still Plan to Shop In-Store

Back-to-school shopping may look a little different this year because of the pandemic—but only slightly.

Nearly Half of Boomers Have Increased Digital Spending Since The Pandemic

Social distancing and stay-at-home measures have upended the shopping habits of US consumers across generations, including older cohorts.

As the pandemic caused widespread shutdowns, consumers who traditionally preferred brick-and-mortar retail shifted at least some of their spending to digital channels.

Spotify Listening Is Changing, Gen Z Brand Expectations and How Over-50s View Retail

eMarketer junior analyst Nina Goetzen and forecasting analyst at Insider Intelligence Peter Vahle discuss changing Spotify listening behavior and the company's podcast investments, and they break down how it makes money. Then principal analyst Mark Dolliver joins the show to talk about what young people want from brands, what retailers need to know about shoppers ages 50 and older and the many ways the pandemic is harming children's health.

What Digital Shopping Habits in the UK May Look Like Post-Pandemic

UK consumers’ shopping habits have undergone a change that is unlikely to be reversed. According to our latest forecast, nonecommerce retail sales will drop by 16.0% this year, followed by a recovery in 2021. However, sales will never reach pre-pandemic levels.

Nike, Peloton, Lululemon and Apple. The Emergence of Luxury Fitness.

eMarketer research analyst Daniel Keyes, principal analyst Andrew Lipsman and senior forecasting analyst at Insider Intelligence Cindy Liu discuss the emergent category of "luxury fitness" created by Nike, Peloton, lululemon and Apple. They then talk about Walmart's Prime competitor, Prime Day in the Fall and Amazon's Dash Cart.

As Consumers Continue to Shelter in Place, Alcohol Purchases Increase

Since stay-at-home orders were put in place, more adults in the US have significantly increased their alcohol purchases.

Instagram Is on Pace to Overtake Twitter as a News Source

A similar percentage of users now turn to Instagram for news as they do Twitter, according to new data from the Reuters Digital News Report.

Half of Worldwide CEOs Have Seen Diminished Demand for Their Products and Services

As consumers and businesses alike pull back on spending amid the coronavirus pandemic, 50% of CEOs worldwide say that diminished demand for their company’s products and services is the biggest obstacle to their business’ viability right now, according to June 2020 data from YPO.

Boomers Are Slower to Adopt New Technologies, but They’re Likely to Stick with the Ones They Value

Boomers aren't entirely nondigital⁠—they were, after all, the pioneers of adopting home computers—but at this point in their lives, they're a bit more reluctant about adopting newer technologies. That's true even for tech with real-life utility, such as voice assistants and smart-home devices, which could help boomers age in place and deal with the physical challenges that accompany increasing age. Along with concerns about things like privacy, it’s partly a matter of the inertia about adopting new things that tends to set in as one gets older.

Majority of US Shoppers Will Turn to Digital for Holiday Shopping Needs This Year

Many consumers’ shopping behaviors have moved online in recent months, and that trend is likely to continue through the holiday shopping season.

The pandemic has been a learning curve for many marketers, including Elana Gold, who began her role as Del Monte’s newly appointed global CMO in the midst of it.

eMarketer analyst Ross Benes, senior analyst Audrey Schomer and vice president of content studio at Insider Intelligence Paul Verna discuss the full release of NBCUniversal's new video streaming service, Peacock, and where it slots in to a crowded market. Then eMarketer principal analyst Mark Dolliver and vice president of research Jennifer Pearson discuss some new and interesting findings about young people's use of screens.

Most US Parents Believe Virtual/Distance Learning Will Hinder Their Child’s Success

As debate flares over the potential reopening of K-12 schools and universities this fall, 37% of US parents strongly disagree that their child would be just as successful with virtual/distance learning.

Is the Pandemic Driving Demand for Leisurewear?

As consumers now spend much of their days at home, some have taken to wearing comfortable attire full-time. One in five US adults said they purchased clothing that is considered loungewear or leisurewear since the pandemic began, according to a June 2020 survey from CivicScience.

Coronavirus-Related Challenges for US Parents

eMarketer principal analyst Mark Dolliver and and vice president of research at Insider Intelligence Jennifer Pearson discuss the challenges and concerns that US parents face. They then talk about the most significant hack in Twitter's history.

Finances Have Been a Source of Stress for Parents Regardless of the Pandemic

Along with struggles surrounding their work/life balance, kids’ screen time and childcare, parents find plenty to worry about. And the coronavirus pandemic has aggravated already high stress levels.

How Millennials Will Deal with Another Recession After Delaying Adulthood

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.

Mattress company Simmons is turning to TikTok to help drive brand awareness and attract a younger audience as it looks to adapt in a competitive, digitally native space.