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Events
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See All Topics →Latest Articles
Explore our Research →Tariffs put over $2 trillion in trade with Mexico, Canada, and China at risk
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Mar 6, 2025
4 IRL retail trends and what they mean for brands
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Mar 6, 2025
Apple's new social app reveals event opportunities for marketers
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Mar 6, 2025
Reddit sees growth as users seek relatable content
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Mar 6, 2025
Creatives struggle with inconsistent metrics when measuring ad performance
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Mar 5, 2025
GenAI-influenced reviews, research, and recommendations craft a new era for shoppers
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Mar 5, 2025
Brands find creator economy use cases for AI
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Mar 5, 2025
Target faces 40-day boycott as it deals with tariffs, economic blackout
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Mar 5, 2025
Microsoft Copilot launches AI-powered ad features to vie for ad dollars in the chatbot space
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Mar 5, 2025
Millennials lead in wearable tech as Gen Z adoption grows
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Mar 5, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Digital-Only Bank Account Holders
by Age
by Generation
Neobank Account Holders
Source: EMARKETER Forecast, October 2024 - October 2024
Note: individuals 18+ who have at least one account at an FDIC-backed digital-only full-service bank open to all consumers that includes transactional and savings options but does not operate physical branches, and where all account management is carried out via web browsers, mobile apps or over the phone
Additional Note: A digital-only bank is the brand with which the consumer engages, but may itself be a licensed bank (such as Ally Bank in the US, a legacy bank that moved into consumer banking with a digital-only product, and Monzo in the UK, which is a startup that has acquired a banking license, and Tangerine in Canada, a digital-only subsidiary of legacy bank Scotiabank) or may have a partnership with existing licensed banks (such as Chime in the US, Revolut in the UK, and Koho Bank in Canada, which operate accounts through partnered licensed financial institutions).
Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends, country-specific data and demographic and socioeconomic factors.