Demographics


Joshua Dyck, professor and co-director of the Center for Public Opinion at the University of Massachusetts Lowell, discusses why esports has drawn so many teens, and how advertisers can insert themselves into the gaming community.

Heather Watson, consulting and behavioral insights lead at research and solutions firm CGK, discusses how to market to teens on YouTube and the importance of having an authentic brand personality across platforms.

Now that Generation Z has some purchasing power of its own, many of these young internet users are turning to the opinions of strangers to decide what they should buy—just like their older counterparts.

A new National Retail Federation study examines what it is calling "value shoppers," the 89% of US consumers who frequent discount retailers. With a figure that high, this behavior transcends gender, region, income and age.

More than half of respondents (54%) plan to shop for premium groceries this holiday season, according to a recent survey from Accenture.

Consumers in China spent $118.39 billion on luxury goods in 2017, far more than consumers in the US, Europe, Japan or the rest of the world.

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.

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.

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

This year, 55.2 million people in the US will use Twitter. That's 16.8% of the population and a 0.9% increase from 2017, according to eMarketer estimates.

This year, 169.5 million people in the US—or more than half of the population—will use Facebook, a 0.9% increase from 2017, according to eMarketer estimates.

Social media is hardly synonymous with shopping, but that hasn't stopped social platforms from positioning themselves as pseudo-retailers.

According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.

Based on consumer surveys, the holiday season is shaping up to be more mobile-driven and social media-influenced than in years past. According to PwC, the 2018 holiday shopping period is on track to be one of the strongest since 2005.

Some marketers still hold an outdated picture of the US Hispanic population as languishing on the wrong side of a gaping “digital divide.” But there are areas where Hispanic consumers continue to lag in the digital space.

Lili Chen, general manager of Alibaba's luxury ecommerce platform Luxury Pavilion, spoke about how digital can help amplify the luxury shopping experience.

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.

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.