Demographics

Gen Z are still coming into full adulthood—the oldest are around 20 by most definitions—but that's not stopping retailers from trying to get a handle on their preferences and behaviors. More are focusing on millennials, but some 65% of retailers said they plan to increase marketing spend targeting Gen Z this year.
8/23/2018by Krista Garcia
While millennials may care about brands' ethics, they are more concerned about cost and quality. Those characteristics are more likely to win their loyalty, according to new survey data.
7/23/2018by Jen King
A comparison of the financial situation of millennials and Gen Xers finds that debt is higher for the new generation, and the makeup of that debt could have implications for spending habits.
5/25/2018by eMarketer Editors
A new survey on the use of digital and print coupons adds more evidence that millennials are serious about maximizing the value of their purchasing dollars.
10/11/2017by eMarketer Editors
Roughly one in five consumers consider themselves mainly online shoppers—making the majority of their purchases online—according to a new NRF study.
9/28/2017by eMarketer Editors
Recent surveys of teens and young adults signal that Gen Z isn't looking to abandon physical stores. But they have high expectations of retailers and low tolerance for some traditional services.
9/22/2017by Andria Cheng
More than two-thirds of younger millennials, those 18- to 26-years old, plan to make at least one “considerable” purchase before the end of this year, according to a new survey.
9/18/2017by Andria Cheng
Are millennial shopping habits vastly different from previous generations, or are they behaving, more or less, as younger people always have?
8/29/2017by Monica Melton
How do millennial women define luxury? A lot of it depends on how much money they have. The more money they have, the more likely they are to say that brand names are a key signifier of luxury.
8/24/2017by Monica Melton
A new survey found that Gen Z interacts with brands a little differently than millennials do. For instance, Gen Z shoppers are far less likely to be motivated by loyalty programs.
7/26/2017by Monica Melton