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Demographics & Audiences > Youth & Gen X

For Youth, Social Media Increasingly Means Just Facebook, Snapchat and Instagram

March 27, 2017

We've been keeping score of teens' changing social media preferences over the past few years as they've switched from Facebook to Twitter, Instagram and now Snapchat. How about the broader 12-24 age group? The latest edition of The Infinite Dial report from Edison Research and Triton Digital shows that social media use among this group is increasingly limited to three top platforms. Read more »

New Milestone for Millennials’ Media Time: Smartphone Web+Apps Tops Traditional TV

March 22, 2017

[By MC Editor JC Lupis] Nielsen recently released its latest Comparable Metrics report [download page], a quarterly look at device and media usage trends across various demographic groups. Upon review of the latest report, one statistic caught our eye: for the first time in Q3, Millennials (18-34) as a group spent more time using smartphones (app + web) than watching traditional TV. Read more »

Online Radio and Podcast Audiences Continue to Broaden

March 21, 2017

Some 61% of Americans aged 12 and older this year report listening to online radio on a monthly basis, and 87% of those listeners (53% of respondents overall) listen on a weekly basis, per the latest edition of the annual Infinite Dial report [pdf]. Both monthly and weekly online radio listening have grown across age groups, with weekly reach up by a third among the 55+ group (32%, from 24%). Read more »

Gen Z Yet to Form Strong Retail Store Loyalties

March 15, 2017

Gen Z (18-20) consumers are less likely than older Millennials (28-37) to be loyal to a single store across a few retail categories, including for health and beauty items (19% of Gen Z vs. 34% of older Millennials), groceries (39% of Gen Z vs. 55% of older Millennials) and clothing/fashion (16% of Gen Z vs. 26% older Millennials). That's according to an Accenture survey of almost 10,000 adults aged 18-37 across 13 countries. Read more »

Mobile Coupon Usage Up, But Traditional Formats Still Preferred

March 14, 2017

More consumers say they prefer to get coupons in the mail (44%) than through any other method, according to a study from Valassis [download page], which surveyed 1,000 US adults. Preference for mail coupons is up slightly from last year (40%) and mirrors results from a previous study showing that US adults prefer print coupons over paperless discounts. Participants who preferred to get discounts on their smartphones and mobile devices showed the greatest surge, however, with 32% expressing a preference this year against 24% last year. Read more »

Top 10 Marketing Charts of the Month – February 2017

March 13, 2017

This month's quick-hit set of top charts includes the following topics: budget trends, by channel; Super Bowl ads; B2B lead gen channels; trustworthy B2B info sources; Millennials' brand loyalty; distribution of affluents by generation; "most powerful" brands; how brands are using Snapchat; and the top opportunity for marketers this year. Read more »

These Financial Stats Show Why Brands Shouldn’t Focus Too Much on Millennials

March 6, 2017

Recent research has indicated that Boomers and Silents combine to account for more than 70% of adults with at least $100k in investable assets, while Millennials comprise just 13% share, the smallest of any generation. Statistics from a recently-released Epsilon study provide more insight into these older generations' comparatively greater wealth, though it's Gen Xers with the highest median incomes. Read more »

What Do Small Businesses Want From Mobile Apps?

March 6, 2017

Small business owners believe that social integration (20%) and mobile payment (19%) are the most valuable features of a mobile app, according to Clutch, which surveyed 355 small business owners and managers. Less important to respondents are push notifications (11%) and in-app scheduling (11%), per the report. Read more »

US Marketing Confidence Rising; Most Expect Function’s Influence to Grow

March 3, 2017

Overall confidence in marketing has increased to a record level, even though marketers express less confidence in their understanding of ROI and investments in the right customers. That's according to the latest Marketers Confidence Index from the AMA and Kantar Vermeer, which also reveals that young marketers are the most optimistic about their function's outlook. Read more »

2 in 3 Millennials Say They’re Interested in Buying From Brands via Chatbots

February 28, 2017

Chatbots have gained a lot of hyper of late, even if only a fractional amount of brands are using them (according to recent data from L2). New survey results from Retale, however, suggest that almost 3 in 5 Millennials have used a chatbot at some point, and that the majority of those who haven't are at least interested in giving them a go. Read more »