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Reaching consumers starts with knowing who they are. That means understanding consumer demographics, media and search behaviors, and ad consumption habits. Here are five charts to help you get to know your customers.

On today's episode, we discuss the most important trends we're watching in 2023: what's upending the duopoly's dominance, Gen Z putting its stamp on the next phase of social media, what to make of consumers鈥� time and attention declining, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and director of Briefings Jeremy Goldman.

Social media platforms have been a catalyst of inclusivity in the beauty industry by amplifying voices of underrepresented and marginalized groups, said Clare Hennigan, senior beauty analyst at Mintel.

The peer-to-peer (P2P) payment service is becoming more popular with the demographic, but only 18% of upper-income adults use Cash App, according to Pew Research Center. They want more options for how to use their money on the app, Dorsey said at a JPMorgan Chase investor conference, per Payments Dive. Why widening appeal could work:.

And social media is one of their primary uses, and that's according to Adobe and a Gen Z-focused research firm called Knit. Gen Z uses social media platforms in different ways. So for example, YouTube allows Gen Zers to keep up with their favorite content creators, watch music videos. TikTok surfaces funny or entertaining videos. Gen Zs use Instagram to stay up to date on fashion trends.

On today's episode, we discuss the changing demographics of US physicians, how much money doctors make, and how to address physician burnout. "In Other News," we talk about which chatbots are the best at giving medical advice and why medical credit cards might not be as good as advertised. Tune in to the discussion with our analysts Rajiv Leventhal and Lisa Phillips.

Well, I think it's really interesting to take two different services and combine them when they've got such different demographics. That's pretty much like the first thing that I think about. The demographics don't overlap all that much between these two.

They have to battle things like social media and content creators who can maybe offer similar niche content for free or comparatively low cost. But I actually do have a question for Ross about the concept that niche services.

I mean it kind of feels like every six to nine months we go through a news cycle where there's a series of articles about how social media platform A is trying to emulate social media platform B or a bunch of them are copying for two or three years in a row. Everybody was trying to emulate TikTok or introduce features that were TikTok esque to the point that it almost became a joke.

What it means: Brands shouldn鈥檛 discount convenience stores, especially if they鈥檙e trying to reach a younger demographic. Over a quarter of US Gen Z consumers and 31% of millennials report shopping at their favorite convenience store each day, according to data from Convenience Store News鈥� 2023 Shopper Study as reported by Store Brands. 3. Consumers are dubious of dynamic pricing.

This differs from digital gamers overall鈥攜ounger demographic cohorts are more likely to be gamers, according to our estimates. Millennials remain the core demographic. Like their sports-playing peers, many millennial gamers have transitioned to becoming spectators as much as competitors.

On today's podcast episode, we discuss the digital habits across generations: what baby boomers' top digital activity is, Gen X's approach to all things digital, and how much more time Gen Zers actually spend on social media over other generations. Tune in to the discussion with our analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

On today鈥檚 podcast episode, we discuss if folks will start consuming news on WhatsApp, how people get their news on digital channels, and some interesting generational gaps that exist regarding social media news consumption. Join host Marcus Johnson, along with director of reports editing Rahul Chadha and vice president of media, content, and strategy Henry Powderly for the conversation.

The news: The Consumer Financial Protection Bureau (CFPB) uncovered key demographic trends among buy now, pay later (BNPL) users and the payment method鈥檚 underlying risks in a report. Here are the highlights:. BNPL has been around for several years now, but the number of BNPL loans issued to consumers increased almost 10-fold between 2019 and 2021.

Stewart, who runs the team, and Sophie, who does our social media. Thanks to everyone for listening to Behind the Numbers, an ERMARKETER video podcast made possible by Zeta Global. Tune in tomorrow to hang out with Sara Lebow and the retail gang as they discuss how LEGO became the world's largest toy maker.

Theme 2: Banks will launch programs to prepare students of underrepresented demographics in underserved areas, with a focus on cybersecurity. Some banks, like Bank of America, have already launched pilot programs at inner city schools to fill not only representation gaps, but also to satisfy the need for cybersecurity experts in the industry.

I think this was highlighted in the report as a sign that podcasting has a really strong hold on young audiences, and that's true and it's an important demographic, but I feel like an area where it's still struggling is demographics younger than that. We've seen a lot of data over the last year that shows that younger listeners like teens are really not as into podcasting, which maybe makes sense.

One, targeting the ad tier is going to offer standard demographic targeting and additional contextual and lifestyle parameters. Advertisers will eventually be able to find audiences using all of Amazon's data and engage through shoppable experiences, like Blake, what you were saying. And then secondly, comprehensive third party measurement partnerships with Nielsen and others.

One thing that should be taken out of [inaudible 00:11:52] that was mentioned in that article was award shows are losing a large part of their key demographic. So, they have a aging demographic, they're losing your 18 to 20 something that advertisers love to capture. Marcus Johnson:. Yeah, they had the, what was it?

Q4 was another turbulent quarter for social media: Support for a US ban on TikTok grew; Elon Musk announced he would step down from Twitter once he finds a replacement; and Meta suffered its first-ever major round of layoffs. But there were still bright spots for marketers.

Google said the law should, quote, "permit contextual ads based only on contextual signals, such as the current content being watched, search query, general location, and time of day, rather than a user's past viewing or search history or demographic data." But Danny, why is Google calling for this ban to personalized ads to minors? Daniel Konstantinovic:.

But yeah, and beyond that, it's also looking at user experience because it's one thing to have a leading AI model, it's another thing to be able to integrate it into a chatbot that is going to perform well for a specific use case and for a specific demographic.

Thanks to Victoria who edits the show, James, who's been known to get his copy edit on Stewart, who runs the hell out of the team and Sophie who can't help but crush social media. And thanks to everyone for listening. To the Behind the Numbers Daily and e-Marketer podcast made possible by StackAdapt.

TikTok鈥檚 rapid ascent into the UK consumer psyche has had a fundamental impact on social media, with many other platforms pivoting to video. But the early mover advantage is a boon for TikTok, with time spent among users outstripping all other social platforms by some distance. Daily TikTok time among users will pass 1 hour next year.

And then on mobile, there are just such a diverse set of activities that someone in your audience demographic is using some type of activity that you may not have thought of. So really look at the long tail of mobile activities to see if there are new opportunities there for advertising. Marcus Johnson:. Yeah, very nice.