Demographics & Audiences Charts

85% of US Adults Own A Smartphone

85% of US Adults Own A Smartphone

Americans are spending a lot of time on their mobile phones, with research showing that in 2020, people in the US spent about 8 in 10 of their digital minutes on their mobile. It’s no wonder, considering that data from Pew Research Institute reveals that a full 85% of...

Majority Say They Trust Review Sites to Some Degree

Majority Say They Trust Review Sites to Some Degree

Consumers put more trust in customer reviews than other sources of product information, even if reviewers are more apt to leave a good review than a bad one. Recent data from YouGov shows that this trust extends to crowd-sourced review sites. More than half of the...

Gen Z Touts High Purchase Influence of TikTok Videos

Gen Z Touts High Purchase Influence of TikTok Videos

A few years ago, research showed that Gen Z were making more transactions, on average, than older age groups, as well as staying relatively competitive with those older consumers when it came to the average spend per transaction. But where is this generation of...

8 in 10 Say Online Privacy Doesn’t Exist

8 in 10 Say Online Privacy Doesn’t Exist

Along with smartphone users expressing concern about whether mobile apps respect their privacy and keep their data secure, a great deal are worried that their mobile phone is listening in on them. A survey [download page] by Tinuiti of 2,000 US consumers found that 8...

Father’s Day Retail Spending Expected to Reach A New High

Father’s Day Retail Spending Expected to Reach A New High

Father’s Day spending is expected to total $20.1 billion this year, per a new forecast from the NRF, exceeding last year’s $17 billion and setting a new high. Some 75% of American adults plan to celebrate Father’s Day this year, with these celebrants estimating...

These Companies Have the Best Reputations in the US

These Companies Have the Best Reputations in the US

A company’s reputation can mean the difference between reaping the benefits of brand trust or seeing sales decline when that trust is broken. The most recent Reputation Quotient Study [pdf] from Axios and Harris Poll looks at which of the most visible US companies...

Sports Fans Display Strong Social Engagement

Sports Fans Display Strong Social Engagement

Gone are the days when sports fans were limited to engaging with their favorite sports teams or athletes by watching a live game or collecting trading cards. Social media has made it possible for sports fans to not only follow their favorite teams but also engage with...

So How Many Millennials Are There in the US, Anyway? (Updated)

So How Many Millennials Are There in the US, Anyway? (Updated)

Gen Z is certainly a new darling for marketers, but there's still plenty of attention paid to Millennials. Their lives are deconstructed on many different levels, from their use of social media to their outlook on the retail industry and their family lives. Those...

CMO Tenure Keeps Dropping, At Lowest Point Since 2009

CMO Tenure Keeps Dropping, At Lowest Point Since 2009

At a time when race and ethnicity are at the forefront of the public conversation, it appears that the ethnic or racial makeup of US CMOs has taken a turn in the wrong direction. The latest annual analysis from Spencer Stuart reports that by the end of 2020, only 12%...

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