Research

According to the Media Consumption Forecasts, a new report by ZenithOptimedia, people will spend an average of 492 minutes a day consuming media in 2015, up 1.4% from 485 minutes a day in 2014. This increase will be driven by the rapid growth in internet use, which will increase by 11.8%.

Between now and 2020, roughly four out of every 10 new households that form in the U.S. will be headed by someone of Hispanic descent – more than any other single racial or ethnic group. The Hispanic demographic will be a key driver of home rental and purchasing activity in the next several years, and this will have important implications for the housing sector. Hispanics aspire to home ownership, and the majority of Hispanic movers want to purchase when they move. But a new report from The Demand Institute finds that many Hispanic households will struggle to achieve the dream of home ownership in the next five years because they lack the down payment, income or credit to follow through on their plans.

The rapid growth in the US Hispanic population has made the demographic increasingly important to retailers. Carlos Garcia, senior vice president of multicultural at GfK Media, spoke with eMarketer’s Lisa Barron about the importance of getting the message right and understanding the culture well enough to do so.  Carlos Garcia – Senior Vice President, Multicultural / GfK Media

Marketers in the TV entertainment industry used to dance to a nice, predictable cadence. Programming was synced with the school year and punctuated by regularly recurring ratings periods like the just-completed May Sweeps. Three major networks had a captive audience that obligingly showed up at appointed times and watched programs from end to end.

Financial services companies in the United States have been lured by the promise of the growing Latino market. Many have tried to engage Hispanic consumers with different financial services offerings. Few have succeeded and it is likely that lack of historical and cultural knowledge have contributed to a patchy track record.  By Felipe Korzenny, Ph.D.

This latest wave explores cultural influence on the food, beverage and alcohol buying habits of multicultural Millennials.The study has expanded beyond Hispanic Millennials to include both Asian and African-American Millennials, which combined make up nearly half of all Millennials in the U.S. today.

Millennial Hispanics rely intensely on digital & mobile through their Consideration & Evaluation Path-To-Purchase yet lag slightly vs. Total Market at the Moment of Truth …perhaps where POP displays and Loyalty may be trumping pre-store intent & store mobile coupons.

San Jose, Calif., is now among the 10 U.S. cities with a population of 1 million or more, according to estimates released today by the U.S. Census Bureau.

Douglas Darfield, Managing Director of Programming and Research of Hemisphere Media Group, was honored with the 11th Annual Hispanic Marketing Research Achievement Award at the 19th Annual Hispanic Marketing Conference and Awards ceremony, which took place Tuesday, May 19, in St. Paul, Minnesota.

Among the Highly Educated, Declines in Childlessness and Increases in Big FamiliesAmong women in the United States, postgraduate education and motherhood are increasingly going hand-in-hand. The share of highly educated women who are remaining childless into their mid-40s has fallen significantly over the past two decades.

Millennials make up over a quarter of the U.S. population, and they are having an undeniable influence on the way media—and the advertising contained within it—are consumed. If you are a brand trying to reach this key audience, here are five things you need to know about Millennials and their media habits. Data comes from Horowitz Research’s State of Cable & Digital Media 2015 report.

There is a growing generational gap in how diversity and inclusion is defined in today’s workplaces, according to “The Radical Transformation of Diversity and Inclusion: The Millennial Influence” a new study by Deloitte and the Billie Jean King Leadership Initiative (BJKLI). The research shows that Millennials see inclusion as vital to business success and believe cognitive diversity is critical to engagement, empowerment, business growth and competitiveness.  In contrast other generations tend to view it through the traditional lenses of demography, representation, and assimilation.  

English Proficiency Rising Among Latinos as Spanish Use at Home DeclinesA record 33.2 million Hispanics in the U.S. speak English proficiently, according to a new Pew Research Center analysis of U.S. Census Bureau data.1 In 2013, this group made up 68% of all Hispanics ages 5 and older, up from 59% in 2000.

A quarter (24%) of the American adult population, an audience of 59 million strong, is turning to original digital video programming at least once a month, according to the “2015 Original Digital Video Study” from the Interactive Advertising Bureau (IAB).

In today’s ever-more-digital environment, social media (Twitter, Facebook, etc.) is an integral part of our lives, shaping how we interact, share ideas, follow news and form opinions, including consumer preferences.

Here you are, charged with exciting media buys, and you find that there are literally thousands of data providers who tell you that using their insights will allow you to find the perfect audience. But which choice will make you a winner?  By Adam Paulisick, SVP Marketing and Strategy, Nielsen Catalina Solutions

Few marketers have found a single customer view, and recent research finds they’re having trouble simply collecting and managing data needed to get there—and that’s a big problem.

The Interactive Advertising Bureau (IAB) released “The Changing TV Experience: Attitudes and Usage Across Multiple Screens,” an in-depth study that explores new ground in the ongoing dramatic shift in consumers’ television viewing habits, and offers marketers insights into reaching audiences as connected TV ownership and multiscreening become more prevalent.

In today’s connected world, consumers can use social media to share their experiences and opinions with friends and followers, in an instant. And when it comes to television, they’re sharing and commenting through social media not just about storylines and stars, but also about the surrounding ads, brand integrations and sponsorships. This behavior has introduced a new key objective for some advertisers: turning paid media into earned media.

The U.S. Hispanic population is growing exponentially compared to non-Hispanics, and the group’s overall restaurant visits outpaced population growth, reports The NPD Group. Last year Hispanics’ per capita visits to restaurants and other foodservice outlets increased by 4 percent compared to a 1 percent decline in visits by non-Hispanics, according to NPD’s CREST Hispanic foodservice market research.