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Fintech companies can target this demographic with tailored products and educational initiatives to boost adoption. Showcasing fintech鈥檚 benefits and practical uses can boost adoption among boomers. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

To arrive at forecasts for growth rates by media and by device, we follow up this analysis with extensive assessments of historical and expected future growth patterns with regard to device adoption, multiple and overlapping device usage, population and demographic factors, and competitors to existing devices and activities.

Confidence is key for the demographic, and the brands that help get them there (in a cost-effective way) will win. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

We start with our senior analyst covering social media based in New York. It's Minda Smiley. Minda Smiley:. Hello. Marcus Johnson:. Hello there. And we're also joined by our senior analyst on the digital advertising and media team. He's based in Philadelphia. It's Max Willens. Max Willens:. Yo. Marcus Johnson:. Hey folks. Welcome back. Welcome back. We had you on yesterday in part one.

Stuart, who runs the team, and Sophie who does our social media, and thanks to everyone for listening in. We hope to see you tomorrow for the Behind the Numbers Weekly Listen video podcast from eMarketer. For the video version, head to YouTube at insider intelligence/podcasts, or for the audio version, it's in the same places as before, Spotify, Apple Podcasts, et cetera.

Given the demographics and how different they are for both formats, the best approach in my opinion is to use both to supplement and compliment each other. I think we still have that runway for a few more years to do that. Marcus Johnson:.

Walmart has stepped into a leading role among retailers involved in social commerce, investing heavily in tools like livestreaming and launching a new platform for creators to drive shopping across higher-margin categories that can appeal to new demographics of younger and wealthier consumers.

Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. The Middle East and Africa has stayed mostly consistent in penetration rates and time spent with media, despite small decreases across the board. The biggest drop was a 13-minute loss in time spent with online TV/streaming, but it still leaves the region as No. 2 behind North America.

This demographic mix clearly favors CTV and accounts for much of the spending shift from TV. To view the full forecast for CTV ad spending, click here. TV and CTV complement each other for maximum reach. For advertisers, the combination of TV and CTV is an accurate indicator of the market for TV-style spots.

This is likely because other factors come into play, including pent-up demand for ads on Disney+ and its high shares of 18- to 24-year-old viewers and parents with young children鈥攖wo highly coveted demographic groups for advertisers. Impressions also have an inverse relation to CPMs.

The age demographic data provided by Nielsen highlighted that the total audience had a median age of 47, which is seven years younger than the standard NFL TV audience. That sentence, I think, speaks to the fact that any CTV stream is going to attract a younger audience than any linear TV broadcast in general terms.

What we've seen in the past is that the demographics are actually pretty different from the typical HBO Max subscriber and the typical Discovery Plus subscriber. Essentially, there's a bit of a thesis here, which is that forget about the fact that they had different demographics. You might sign up for some content and then you are going to stick around for this other stuff, but that's a very big if.

More demographics are getting involved. Despite two thirds of users being Millennials and Gen Z, I do think we are seeing a lot more older users begin to use BNPL. Gen X was a little under 29% of the population using BNPL in 2023, but that's going to shoot up to over 40% in 2027 and Baby Boomers is going to see a smaller, but still a large jump going from 13% in 2023 to almost 18% in 2027. Rob Rubin:.

US life insurance ownership is dropping as consumers face a challenging economic environment. Understanding how different demographic cohorts approach life insurance can help shape generation-specific acquisition strategies.

Digital-savvy millennials are demanding a digital-first approach to accessing health and wellness information, as well as healthcare services. They鈥檙e trusting family, friends, and social media for medical advice, almost more than doctors.

So, groceries are a sector where I think any level of income will be very happy to cut costs, but the fact that it's made such a dent with wealthy consumers or more affluent consumers, is pretty interesting because it's interesting that that is what has attracted this demographic.

Minda writes that brands are embracing ad-free features on social media like comments and DMs, pointing out that commenting is the most preferred social feature for American adults ahead of everything. It's most preferred. So ahead of private messaging, sharing, reactions, all of the stuff. Commenting is number one, in terms of what American adults are doing on social media.

I think viewership patterns have definitely changed, especially with younger demographics. I found my patterns changing this year. If I heard about a particular performance or a gold medal or whatever, I would simply go to YouTube, search for it, and CBC would've, the broadcaster would have posted that sort of eight-minute video, recapping the whole thing available on demand.

However, with its young demographic and governments expansion of digital access, the long-term outlook should be worth the wait. Behind the Numbers.

For social media use, the difference between those two groups is less than 2 points. How Are They Listening? Smartphones have become a dominant way to listen to digital audio, but the use of other devices for that purpose will continue to change, per our latest forecast.

That's up 5% from last year's Super Bowl halftime show, and also just the demographics, a more balanced demographic than you might expect. According to Nielsen, women make up 37% of viewers for regular season NFL games, but 47% of last year's Super Bowl audience. Ethan Cramer-Flood:.

Plus Neutrogena, which is number one on your list, is making an attempt to appeal to a demographic that they can't reach. Walmart has successfully done that in reaching higher income consumers. Sara Lebow (16:15):. Okay, so Walmart's retail media business is winning. That's interesting to me. I don't know if winning is the right word, but it is playing a good game.

And that's where I see that airlines are continuing to want to price segment their demographics and airlines might want to try to open up more towards lower income individuals here in the US. Marcus:. Yeah. Budget airlines seem to be working around the world, just struggling more in the US.

They have the lowest rates of subscriptions among any demographic in that survey. And they also report being the most overwhelmed by the sheer volume of subscriptions that do exist. Overall, consumers seemed pretty split on whether they were content or overwhelmed by the subscription economy. I think this sentiment could really threaten the long-term growth of the subscription market.