Demographics


In the latest episode of "Behind the Numbers," eMarketer analyst Mark Dolliver discusses how affluents feel about their finances and how they go about spending their money.

In the latest episode of "Behind the Numbers," eMarketer's demographics analyst, Mark Dolliver, and resident millennial Connor Anovick chat about millennials—and how digital behavior varies among younger and older ones.

How will kids interact with digital media in 2018? In the latest episode of "Behind the Numbers" podcast, eMarketer's Mark Dolliver and Jennifer Pearson take a look at the trends and the numbers.

Kids are digital natives. But aside from tweens, most lack smartphones. Instead, their digital activity is dominated by digital video, much to the chagrin of parents.

An October 2017 survey of US parent internet users with teenagers ages 14 to 17 showed that 29% of respondents named Snapchat as the app they were most concerned about.

Many seldom purchase them. For that matter, many feel they cannot routinely afford to do so.

Millennials continued to entrance and sometimes frustrate marketers and media decision-makers in 2017. Here is a selection of some of the most listened-to "Behind the Numbers" podcast episodes dealing with the millennial conundrum.

The majority of millennials are indifferent or negative toward celebrity endorsements. But they're more willing to think positively about digital influencers.