Research

The difference between an 18-year-old and a 34-year-old is often like night and day. From where they live to what they wear to how much discretionary income they take home, a vast array of differences exist within what is often portrayed as a monolithic group of consumers.

Has America become a marathon nation when it comes to video content consumption? Indications point to “yes.”

Binge viewing has not slowed down in 2016. Streaming services’ plot to keep us on our couches for as long as possible is working.

Nielsen announced, effective April 25, 2016, it will make available brand-level TV connected device data for streaming video devices and game consoles.

Census Bureau statistics shows more American households own computers and use high-speed Internet than ever before. A collection of visualizations presents data from the Current Population Survey and American Community Survey.

Given the connected lifestyles of youths in general, with constant online engagement the new norm, it’s not surprising that young people believe that self-driving vehicles are just over the horizon.

New research from the World Federation of Advertisers (WFA) highlights the need for a step change in the relationship between marketers and their internal insights teams.

It’s no secret that when it comes to politics, passions run high—among the candidates, as well as the potential constituents themselves! And this year’s election cycle so far has been especially heated, with ardor amped up and political intrigue at what seems like all-time highs.

Despite a rapidly evolving media landscape where consumers have more choices than ever in the way they consume video entertainment, traditional TV still reigns as the preferred platform globally.

Regardless of the country of precedence, all immigrants to the United States go through a process of acculturation and assimilation. Changes generated in the process of acculturation are important in order to understand the profound differences in the subgroups that make up the Hispanic population. While many aspects of culture are subject to changes as part of the acculturation process, the deep structure of a culture is much more resistant to change.  By Maria Fernanda Bayona Arevalo / Florida State University

The report discusses the challenge of using traditional reach and frequency measures in advertising campaigns, and how the application of validated impressions can provide a richer, more accurate view of these measures to drive advertising effectiveness.

More adults make restaurant and retail purchases on the weekends than do so during the week, research found.

The sharing economy is booming. Some of the most highly valued tech companies in the past decade have been spawned from this new economic model, tapping into the collective for services rather than a single entity. With sky rocketing valuations comes tremendous pressure to consistently increase revenue for investors in order to set themselves up for an eventual IPO.

“The Self Made Economy is more than a marketing mantra, bigger than a trend. It is a bona-fide phenomenon, a revolutionary call to action and a fundamental reboot of the way Americans are rising to the challenge of innovation in an information age society where disruption and change are the norm,” says Guy Garcia, President of New Mainstream Initiatives at EthniFacts. “Along with multicultural Americans, particularly immigrants; and millennials and young adults; women are the vanguard of the Self Made revolution, gaining and leading as entrepreneurs, heads of households and commanding more than $11 trillion in investable assets.”

Being contextually relevant does not help ads stick with internet users, according to research. For US internet users, ads seen out of context lifted recall by 9%, vs. an 8% lift in recall after seeing ads in a relevant context. Context itself—meaning ads placed next to content related to the product advertised—seems unimportant.

This year’s study comes on the heels of our recent shift in focus here at ThinkNow, away from solely Hispanic consumer insights, to that of a culturally-integrated market research agency, integrating Hispanic, African-American, and Asian insights into custom market research for companies and government agencies looking to thrive in a changing demographic environment.

Three-fourths of Americans (75%) believe the U.S. has come a long way toward reaching gender equality, but issues clearly persist.

Nielsen announced that it has completed its acquisition of Pointlogic, a marketing decision support systems that improve precision and allocation.

Identity for U.S. Hispanics is multidimensional and multifaceted. For example, many Hispanics tie their identity to their ancestral countries of origin – Mexico, Cuba, Peru or the Dominican Republic. They may also look to their indigenous roots. Among the many ways Hispanics see their identity is their racial background.

“Mobile is everything” – connecting with consumers via these devices is also true when it comes to research. When speaking to your target, you need to speak to them in the way that resonates with them and today that’s likely to be mobile. The smaller screen may feel daunting at the outset but there’s a lot to be gained by making your research mobile-first. Here’s five tips to help you think about getting the most out of your mobile respondent.