Demographics


What Makes Consumers Loyal to Brands?

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.

Why Mobile Users Download (and Delete) Retail Apps

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.

How to Turn Millennials into Repeat Shoppers? Give Them Free Stuff.

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.

Minimalism Is Gaining Momentum, but Brands Shouldn’t Fret Just Yet

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.

Consumers Look For Savings While Back-to-School Shopping

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.

Teens, Young Adults Haven't Embraced Mcommerce Yet

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.

No Retail Tech, Please. We're Affluent

About one in five affluent consumers in the US make no use of any technology while in stores. That’s right: no price checks on a smartphone while shopping, no taking pictures of products and certainly no mobile payments.

We let the eMarketer interns take over the studio for a day so they could explain their digital behaviors to the world. Are these younger folks using Facebook the way they used to? What do they use each of the social media platforms for? What do they think about digital advertising? How do their spending habits vary?

Customer Experience Execs Adapting to Millennial Expectations

Millennials have been the focus of advertisers, retailers and media for over a decade. Marketers are recognizing this massive shift, but not all are capable of meeting the expectations of younger consumers.

Not Everyone Wants to Share Their Data in Exchange for Personalization

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?

Millennials Don't Mind Using Tech While Shopping

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

Facebook Is Tops with Everyone but Teens

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.

In the UK, Younger Users Flock to Snapchat

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.

Is Your CEO Tweeting Without Supervision?

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.

In China, Millennials Are Driving Digital Travel Sales

Nowhere is the shift from offline to online booking more pronounced than in China. Digital travel sales in the region will total $133.90 billion in 2018, a 20.5% increase over 2017.

The Love-Hate Relationship Between Teens and Their Smartphones

It seems like teenagers would appreciate taking a break from their smartphones, if only they knew how.

The Shared Anxieties of Millennials and Seniors: Tech Companies

Data from the Pew Research Center indicates some similarities in attitudes across age groups when it comes to technology companies.