Demographics


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.

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.

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.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Mark Dolliver looks at how "access" has shaped millennials' expectations. How do they differ from other generations?

In today’s “eMarketer Daily Forecast” video, senior forecasting analyst Chris Bendtsen breaks down our numbers for digital video viewer penetration by ethnicity. Watch now.

Gaming has gone mainstream, with 86% of internet users worldwide noting they have gamed on at least one device within the past month, and that figure climbed to 92% among those ages 16 to 24, according to a March 2019 report from GlobalWebIndex.

More than 30 million Hispanic Americans use WhatsApp, far ahead of other platforms like Instagram and Twitter, according to our estimates. In today’s “eMarketer Daily Forecast,” junior forecasting analyst Nazmul Islam provides a quick look at WhatsApp usage among US Hispanics. Tune in.

Although overall tablet usage will slow to just 2% growth this year, growth among seniors will reach almost 6%, according to our estimates. In today’s “eMarketer Daily Forecast,” forecasting director Shelleen Shum looks at tablet usage among seniors. Tune In.

Pressed for time and money more than in their childless days, today’s parents are increasingly using digital tools to supplement their in-store shopping.

In the latest episode of "Behind the Numbers," eMarketer's demographics mavens, Mark Dolliver and Jenni Pearson, join us in the studio to discuss their latest research on millennials. What does adulthood look like for this generation?

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.

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?

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.

According to a spring 2019 report from investment bank and asset management firm Piper Jaffray, 73% of Gen Zers (those ages 7 to 22, per the report) said they prefer brands to contact them about new products through Instagram, with Snapchat following as the preferred method at roughly 50%.

After their kids are tucked in, 71% of mothers and 60% of fathers use social media; 66% of mothers and 53% of fathers said they talk on the phone or text. Moms are more likely than dads to use this time for interaction with people outside of the household, according to an August 2018 survey by Brigham Young University and Deseret News.

Millennials have long been omnichannel shoppers, but their preference for digital channels is growing alongside the rise of D2C brands and mcommerce.

According to a survey from Simmons Research completed in August 2018, an average of 27.4% of parents said they were more likely to buy products they see used or recommended by friends on social sites. This is higher than one-fifth of total adult respondents who said the same.

Gen Z is a tough generation for retailers to figure out. They grew up on the internet, but don't like to be targeted with ads there, and crave authenticity in all of their interactions. We parsed the research to help retailers figure it out.

This year, we forecast that 55.4 million millennials ages 23 to 38 will use digital banking. But, they’re not all fans of digital-only banking.

Millennials’ propensity for digital usage carries over to their shopping. And it exposes them to plenty of digital advertising, about which they have mixed feelings—especially since online reviews are an appealing alternative source of information.