Holiday Shopper Playbook

Digital Influence on Holiday Shoppers

The IAB Holiday Shopper Playbook coupled with the IAB Digital Shopping Report look at consumer spending plans and the influence of digital media across different demos that roughly correlate to generations:  U.S. Adults 18-34 (Gen Y), Adults 35-54 (Gen X), Adults 55-64 (Boomers) and Adults 65 and older (Silent Generation). As advertisers and media planners target these consumers and adjust messaging and media plans to better reach them, it’s important to understand how consumers of different age groups shop and how media influences each group.  Read more.

Holiday Shopper Playbook

Holiday Digital Shopping Report

Blog post by Kristina Srouginis