Penetration of voice assistants in this cohort, ages 25 to 34, will be 65.8% in 2022, higher than any other age group. Voice assistant usage skews a bit older than other technologies, likely because millennials were coming of age when these devices came out. More users will be in the 35-to-44 age range than in the 18-to-24 range. The 55-and-older demographic will see low penetration.
Article
| Sep 16, 2022
That share was only marginally higher among males (17.6%) and affluent respondents (19.1%), but did pass 20% in the 35-to-44 age group. Time devoted to gaming was also lower than might be expected, at 35 minutes daily. Almost 84% of internet users said they’d visited a social media site or app in the preceding month.
Report
| Oct 21, 2021
Fully 86.8% of internet users ages 16 to 64 owned a desktop or laptop in the first half of this year, compared with 87.5% in H1 2020. Smartphone ownership rose slightly year over year, to 97.2%, due to continuing adoption among older internet users. Some 47.6% of those polled also owned a tablet, including nearly 55% of those ages 35 to 44 and 56.3% of those living in high-income households.
Report
| Oct 21, 2021
Owning it: Which age group has the highest penetration of cryptocurrency ownership in the US? A) 18–24. B) 25–34. C) 35–44. D) 45–54. E) 55–64. F) 65+. The highest penetration of cryptocurrency owners in the US is between the ages of 35 and 44, according to our forecast, at 19.1%. Those ages 25 to 34 come in a close second at 18.3%. May 17, 2023.
Article
| Apr 15, 2024
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| Sep 14, 2023
Source: EY
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| Sep 14, 2023
Source: EY
About two-thirds of the US population are monthly connected TV (CTV) users. Young people are more likely to use CTV than older people. Four in 10 US senior citizens are CTV users—whereas CTV usage is about double that, more than 80%, among those ages 25 to 54.
Article
| Nov 19, 2021
Respondents ages 35 to 44 are most likely to buy memorabilia (63.2%). But 55- 65-year-olds were more likely to say they wouldn’t buy memorabilia (59.3%) than 18- 24-year-olds (55.6%)—perhaps because older generations have already experienced big royal events. But the cost-of-living crisis and inclement weather might dampen spending.
Report
| Apr 21, 2023
Use of retailers’ digital platforms rose most sharply among regional respondents ages 35 to 44 (up 6.0 percentage points from January 2022). At the country level, Brazil saw a 17.0-point increase, to 44.8%, while the Dominican Republic and Chile also posted double-digit gains. Retailers’ digital properties are incredibly influential.
Report
| Jun 20, 2023
Younger consumers in the UK continue to drive the digital conversation, but older age groups did some catching up during the pandemic. And these older consumers are attractive to marketers and brands by dint of their disposable income.
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| Feb 24, 2022
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| Aug 22, 2022
Source: Edison Research; Westwood One
Age demographics (18–24, 25–34, 35–44, 45–54, and 55+). Gender. Language. Device type and device price (the latter is based on estimates). Interests and Behaviors. The Interests and Behaviors filter provides additional targeting capabilities to look at:. Ad interest categories (like apparel and accessories, apps, and baby, beauty, and personal care).
Article
| Nov 21, 2022
For advertisers targeting adults, Instagram’s sweet spot is 25 to 54; it will have nearly 30 million more users in that age band than its rival will this year. Another factor to remember is that Meta’s ad targeting and measurement capabilities are still leagues ahead of TikTok’s. Twitter is in deep trouble, but text-based communication isn’t.
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| Jul 6, 2023
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| Jun 21, 2023
Source: Insider Intelligence | eMarketer
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| Aug 3, 2023
Source: Office of Communications (Ofcom) - UK; Ipsos
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| Apr 30, 2022
Source: eMarketer
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| Nov 16, 2021
Source: eMarketer
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| Dec 31, 2022
Source: eMarketer
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| Feb 1, 2022
Source: eMarketer
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| Feb 1, 2022
Source: eMarketer
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| Jul 20, 2022
Source: Insider Intelligence | eMarketer
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| Nov 22, 2022
Source: eMarketer
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| Apr 1, 2022
Source: eMarketer
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| Dec 1, 2022
Source: eMarketer
Their spending power is growing, and they are more likely to be social buyers than any other age group. That’s why many advertisers have gravitated to TikTok. To rival TikTok, Instagram would need nearly every 18- to 24-year-old user to watch Reels. Instagram will have about 22 million US monthly users in that age range this year, per our forecast, while TikTok will have more than 23 million.
Report
| Apr 28, 2023