Events & Resources
Events
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Learn More →Topics
See All Topics →Latest Articles
Explore our Research →Tariffs put over $2 trillion in trade with Mexico, Canada, and China at risk
Article |
Mar 6, 2025
4 IRL retail trends and what they mean for brands
Article |
Mar 6, 2025
Apple's new social app reveals event opportunities for marketers
Article |
Mar 6, 2025
Reddit sees growth as users seek relatable content
Article |
Mar 6, 2025
Creatives struggle with inconsistent metrics when measuring ad performance
Article |
Mar 5, 2025
GenAI-influenced reviews, research, and recommendations craft a new era for shoppers
Article |
Mar 5, 2025
Brands find creator economy use cases for AI
Article |
Mar 5, 2025
Target faces 40-day boycott as it deals with tariffs, economic blackout
Article |
Mar 5, 2025
Microsoft Copilot launches AI-powered ad features to vie for ad dollars in the chatbot space
Article |
Mar 5, 2025
Millennials lead in wearable tech as Gen Z adoption grows
Article |
Mar 5, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Digital Buyers, by Race/Ethnicity
by Sex
by Generation
by Race/Ethnicity
Source: EMARKETER Forecast, February 2025 - June 2024
Note: ages 14+; internet users who have made at least one purchase via any digital channel during the calendar year, including desktop/laptop, mobile, and tablet purchases; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race
Additional Note: Digital buyers are internet users who have made at least one purchase via any digital channel during the calendar year, including online, mobile and tablet purchases. Internet users are individuals of any age who use the internet from any location via any device at least once per month. EMARKETER benchmarks its retail ecommerce sales figures against US Department of Commerce data, for which the last full year measured was 2017.
Methodology: Estimates are based on the analysis of survey and traffic data from other research firms, historical consumer adoption trends, and demographic adoption trends.