Demographics


Both age and gender have an effect on the social media activities of internet users in Australia, with women and younger adults most likely to report daily access to Facebook, the country’s leading social destination. Research also suggests different social sites serve different purposes for the Australian audience.

Like adults, children are increasingly connected to the digital world. And while parents are granting them usage of these devices, they also want features on there that they can control.

Most smartphone users in Japan turn to apps for information about what’s going on in the world—at least for a few minutes a day, according to December research. Penetration is highest among men and older users.

The vast majority of women in Japan who have a new baby or toddler buy baby items online at least sometimes—but according to 2015 research, they’re also still heavily reliant on offline purchase channels.

The bulk of online video viewing time in Colombia is down to male viewers, according to 2015 data. Across all adult age groups, men spend substantially more time viewing video, in aggregate, than women.

Facebook is the place to reach millennials of all political persuasions, according to November 2015 research. Other sites are more likely to skew Democratic, and even though most voters don’t rely on social for political info, it’s a key place for campaigns to reach them.

Millennials are more likely to be heavy cosmetics buyers than their older counterparts, according to November 2015 research. Higher incomes also pointed to heavier cosmetics purchasing.

Millennials are the most active video viewers of any US age group, and according to research from TiVo, this demographic primarily watches TV shows.

Alexandre Sagakian, vice president of research and data at Qriously, discusses how college students engage with ads.

Shopping at brick-and-mortar stores has long been a rite of teen passage in the US—though socializing may be at least as important as the shopping itself. But teens, like millennials before them, now prefer shopping via digital channels, according to one survey.

Digital banking is becoming ever more common in the UK, at the expense of physical banking in-branch. Among millennials, in particular, banking online is the default for their daily money management.

Most parents in Japan say they let their kids use a smartphone at least sometimes. According to 2015 research, children use the devices most to consume visual media—and the time they spend doing so doesn’t add up to much.

Millennial fathers in the UK often lean on digital sources for parenting insight. However, much like the stereotypical male driver not wanting to ask for directions, digital dads eschew social media platforms in favor of seeking out parenting info from altogether less personable sources.

Mobile phones are the most commonly used digital devices among children ages 6 to 14 across Southeast Asia, according to November 2015 research. Most have also used a tablet, but desktop and laptop PCs are less common.

Italy is home to Western Europe’s No. 4 social network market, eMarketer estimates. And according to 2015 research, young people are significantly more likely to be users.

Digital shopping is standard procedure across the millennial age bracket. But there are some differences in how the younger and older consumers go about things, online and offline.

Social network Line is big in Japan, especially among women. Its only social media rival in the country is YouTube, which has a completely different use case. And research suggests most Line users are highly engaged.

Nearly all teens in Germany own some kind of mobile phone, according to a November 2015 study by Medienpädagogischer Forschungsverbund Südwest (MPFS). Basic mobile ownership is almost identical for males and females, but a deeper look into the survey’s responses reveals some gender divides when it comes to other digital devices.

Jed Kolko, senior fellow at the Terner Center for Housing Innovation at University of California, Berkeley, talks about the obstacles millennials face on the road to becoming homeowners.

Nearly two-thirds of CMOs worldwide don’t currently use digital advertising to better understand the audiences within their CRM database, according to September 2015 research.