Demographics


Do brands live up to their promises to consumers? Much of the time, the answer is no, and a recent study suggests that the ramifications of that can be very bad news for brands that fall short of expectations.

A May 2018 survey of younger US internet users found that many Gen Zers are using apps like YouTube and Snapchat a lot more than they did a year prior.

With consumer confidence hovering near record highs, consumers are set to bump up their holiday spending this year.

When a consumer finds a product they like, they tend to become repeat customers. However, a recent survey found that some consumers—particularly Gen Z and millennials—are not always ready to commit to one product.

Apps vs. mobile sites has been the subject of debate since the dawn of smartphones. For a period it seemed like apps fell out of favor, but there is proof that trend is reversing in the retail industry.

According to a May 2018 survey from Dotcom Distribution, something as small as a free sticker can leave an impression—and not only make them more likely to make future purchases, but to also recommend that brand to others.

It's not easy to quantify whether consumers are spending more on minimalist lifestyles or just becoming more discerning about the things they do spend money on. The rise of private labels and consumers caring less about specific brands of household goods, food and clothing speaks to a shift in values.

In the latest episode of "Behind the Numbers," eMarketer's Mark Dolliver discusses how teens indulge in too much screen time, and the extent to which they and their parents see this excessive usage as a problem.

For many back-to-school shoppers, finding quality items is important, as is spending as little time as possible in the store. But nothing beats a good deal.

Older teens and young adults aren't as reliant on mobile as you might think. They use smartphones to browse, compare and research, but they aren’t avid users of transactional mcommerce.

Millennials may not watch as much TV as previous generations, but their engagement with the TV content they do watch may actually be deeper than other groups.

Though lagging millennial women in some respects, millennial men make more money and are more upbeat about their finances.

Stephen Driscoll, vice president of marketing at AARP, discusses why email has remained relevant for marketers in today's fast-paced digital world.

Many consumers understand how companies use their personal data, but according to a recent study, not everyone is comfortable with it.

A new survey suggests that Facebook users are aggressively deleting the app from their phones—but are they really? In the latest episode of eMarketer’s “Behind the Numbers,” we dig into the data about social network users and their attitudes about privacy. How is Facebook’s usage holding up amidst continuing scrutiny of its business?

A survey of US and UK millennials found that—surprise—many would be comfortable using a variety of new technologies while shopping.

The number of Facebook users in the US will inch up 0.9% this year to 169.5 million. While growth has plateaued, Facebook is still the most used social network among all age groups, except for teens.

Snapchat will overtake Facebook among 18- to 24-year-olds this year, according to eMarketer’s latest forecast on social network usage.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, some of the topics we’re talking about include how teens are turning to Instagram to make some extra money, plus how ecommerce and low prices may be turning some consumers into hoarders.

Social media usage—both for personal and business use—is so widespread that occasional social implosions are relatively commonplace. How widespread? eMarketer estimates that roughly nine out of 10 companies use social networks as a marketing tool, and that level of involvement has been steady for years.