Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Gen Z can lead the US life insurance market in the future but needs assurance before signing on

Life insurance ownership is dwindling among US consumers, but demographic trends can shape acquisition strategies of new life insurance policyholders. Addressing pain points of each demographic cohort will help marketers boost ownership rates of policies across the board.

  • Gen Z offers the greatest opportunity for new business. The cohort is the only one to increase life insurance ownership during our forecast period: The share of Gen Z adults with life insurance will grow by 3.5% from 2022 to 2025, representing more than 6 million new customers.
  • Gen Z is beginning to invest in insurance. In 2023, there will be more adult Gen Zers than adolescents for the first time—about half the size of the millennial population. By 2025, almost two-fifths (37.1%) of Gen Z will own life insurance, exceeding growth rates of preceding age cohorts.
  • Yet Gen Zers are uncertain about buying life insurance. A vast majority of the cohort (86%) hesitates to purchase life insurance—compared with 70% of boomers—citing policy affordability as a key concern, per NerdWallet. To seek answers, Gen Zers are the most likely to seek communication with an agent and research via social media before purchasing.

This was originally featured in the Banking & Payments Daily newsletter. For more retail insights, statistics, and trends, subscribe here.