Demographics


Roughly Six in 10 Baby Boomers Are Digital Buyers

Boomers are not indifferent to the benefits of digital shopping. However, their reluctance to use smartphones for any and everything tends to limit the digital proportion of their overall shopping—as does their worry about digital privacy.

Understanding the Cultural Diversity of US Hispanics and Their Shopping Habits

Driven by gains in education and greater access to financial resources, the estimated buying power of US Hispanics is poised for growth, but Hispanic consumers and their shopping habits are often misunderstood or overlooked by marketers.

Content for Kids and Parental Controls

eMarketer principal analyst Mark Dolliver discusses Roku’s new “Kids and Family” section—including the importance of grouping kids programming together and how people use parental control features. Vice president of content studio Paul Verna then joins to talk about how to predict cord-cutting, why people subscribe to over-the-top video streaming services and what happens when families choose TV packages together.

The Three Ps of Gen X Tech Use: Plugged In, (Social) Platforms and Privacy

Adopting new technology is the norm among Generation X, and unlike digital natives, this adoption hasn’t crowded out old media. But before marketers can tap into Xers’ widespread accessibility, they should understand their unique device and media usage, social platform preferences and privacy concerns.

Podcast: Why Marketers’ Indifference Toward Gen X Is Insane

eMarketer principal analyst Mark Dolliver discusses the oft-forgotten Generation X. He also explains the implications of the rise of the Hispanic population in the US and why email still rules conversational marketing.

How Mobile and Social Figure into Gen X Shopping

Mobile and social usage are major elements of Gen X’s digital activity, so it’s no surprise that those also figure into their shopping. But while such usage is a default behavior for millennials, Gen X is selective in using mobile and (especially) social as shopping tools.

What Retailers Need to Know About Boomers

Baby boomers already know how to go to a brick-and-mortar store and buy things. So unless there’s an obvious benefit of convenience or better prices, they’re not rushing to master newer, more tech-heavy shopping methods.

Advancements in artificial intelligence (AI), including machine translation, make it easier for brands to translate their messaging, but most successful localization still requires a human touch. We spoke to Hannes Ben, founder of Locaria, a linguistics and website localization agency, about his take on the challenges marketers face with localization and how they can better integrate and measure their localization efforts as part of a larger marketing strategy.

We estimate that more than half of the US Hispanic population will use messaging app WhatsApp at least monthly this year. The platform’s US Hispanic user base of 32 million is growing because of its data cost savings, messaging encryption capabilities and popularity in Latin American countries.

Millennials and Gen Zers Are Less Inclined to Participate in Loyalty Programs

Loyalty programs have drawn in many consumers over the years, but millennials and Gen Zers are not participating at the same level as those generations before them did.

Hispanics Are Less Upbeat About Their Finances, but Younger Hispanics Have a Rosier Outlook

As the recession fades into the past, Hispanic income has been rising. However, it remains well below the average for total US households. For our latest report on the Hispanic cohort in America, we took a look at their attitudes on finances, finding that they are less upbeat than US consumers in general about their current economic situation. But a sense of upward mobility is an important part of their outlook.

Hispanics Used to Be on the Wrong Side of a ‘Digital Divide’—Is This Still True?

Early in the digital era, Hispanics lagged significantly in internet access, but that’s changed mainly due to smartphone adoption. These days, Hispanics are avid users of social media and digital video—though they do lag behind in having home broadband.

$1.5 Trillion Spending Power of US Hispanics Has a Caveat

In the latest edition of its annual report, the Selig Center for Economic Growth at the University of Georgia’s business school pegged total buying power of the US Hispanic population at $1.539 trillion in 2018. Having added more than $500 billion since 2010, the figure is expected to grow nearly $400 billion more by 2023.

Five Charts: Gauging Gen X’s Digital Device Usage and Attitudes Towards Advertising

Straddling the analogue and digital divide, Xers are readily reachable by marketers, but they can be picky when it comes to where and how they want to interact with ads. We spoke with demographics thought-leaders about this generation’s device and media usage.

Understanding Generation X as High Earners and Big (Stressed) Spenders

The "forgotten" Generation X makes and spends more than other generations, but they're also financially stressed. So, it's important for marketers to understand how Gen Xers are prioritizing their money and why.

Millennials Have Diminishing Opinions About Businesses

Millennials are increasingly skeptical of businesses' motives and impact on society, and companies need to take these attitudes seriously if they don’t want to miss out on the younger generations’ potential as consumers and employees, according to a new survey from consultancy Deloitte.

LGBTQ+ Advertising Can Be Effective, but Customers Know When Brands Use Pride Month as Marketing Ploy

As Pride Month continues, brands keen to use Pride-themed content to advertise their products should be aware that customers pick up on this as a marketing ploy.

Give Millennials Some Credit

Retailers count on customers to spend money they don’t really have, with credit cards enabling this financial sleight of hand. Millennials fully participate in the practice, even as they start earning serious money. And they carry lots of credit card debt but are wary of carrying even more.

Podcast | When Marketing to Millennial Parents, Personalization Is Key

eMarketer principal analyst Mark Dolliver discusses ways that marketers can reach millennial parents. How are young parents different from those of earlier generations? How well does out-of-home advertising work for them? And in what ways are these youthful consumers similar to their older counterparts?

Mother’s Day 2019: Givers, Gifts and Phishing Emails?

This Mother’s Day, gift givers will spend a record-breaking $25.0 billion on their mothers and other women in their lives, according to an April 2019 report from the National Retail Federation (NRF). This figure tops last year’s spending of $23.1 billion.