OK, boomer: 5 key stats on the generation

Netflix begins its Basic ad-free plan phaseout [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JULY 5, 2024 True or false: Nearly 60% of Google searches in 2024 haven’t resulted in any clicked links. [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [5 key stats on baby boomers: A look at shopping, search, and spending]( For marketers, ‘OK, boomer’ isn’t such a bad phrase after all. Baby boomers (ages 60 to 78) make up 20% of the US population yet control $76 trillion—52% of the country’s net wealth, per the Federal Reserve as reported by The Economist. Despite marketers fixating on Gen Z, boomers wield substantial spending power and have distinct behaviors worth noting. Here are five key stats to inform your boomer marketing strategy. [Keep reading]( IN THE NEWS [Netflix begins its Basic ad-free plan phaseout]( Netflix is putting its plan to phase out its cheapest ad-free tier into action, per The Verge. The company is notifying some users in the UK and Canada that their “basic” subscription plan is being discontinued, and users will either have to opt for a cheaper, ad-supported tier or take a more expensive ad-free option. Our view: Increasing the cost gap between ad-free and ad-supported subscriptions is likely to upset some Netflix viewers, but the industrywide pivot to advertising has made consumers more accepting of ads in general. [Netflix begins its Basic ad-free plan phaseout]( [Keep reading]( ANALYSIS [3 key trends impacting shopping behavior in 2024]( “We've seen tremendous resilience from the consumer and that's driving a lot of success for retailers in the brick-and-mortar space,” said Ethan Chernofsky, senior vice president of marketing at Placer.ai, during our virtual summit. Despite rising inflation and pullbacks on discretionary spending, consumers are still eager to treat themselves and participate in unique retail experiences. We break down three trends influencing shopping behavior for the rest of the year, each paired with a retail opportunity. [Keep reading]( THINGS TO KNOW 🧵 [Our analyst looks at Threads one year out]( 🍪 [Interest in econometrics jumps as marketers anticipate the demise of cookies]( ❌ [X is planning a major redesign]( ⭐ [Hollywood stars’ estates agree to the use of their voices with AI]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](