Research

Did you know that 71% of modern mothers work outside the home? And we are in the midst of the rise of the Latina mom? Moms make 90% of their purchases online. The following is a year in review of 2014’s most interesting research and insights into today’s mom

Young adults today, often called the millennial generation, are more likely to be foreign born and speak a language other than English at home, compared with young adults in 1980, according to the U.S. Census Bureau’s latest statistics from the American Community Survey.

Like other shopper groups, Hispanics vary tremendously in terms of such demographics as income, age, country of origin, life style, and the use of digital, social and mobile communication platforms and how that impacts their path-to-purchase. However, unique to the Hispanic population is variation based on level of acculturation. Some Hispanics continue to prefer Spanish-language media, speak mostly Spanish and live in tight-knit Hispanic communities. At the other end of the continuum are the many Hispanics who are completely integrated into American culture and lifestyles.

The report looked at which online channels Hispanics use to shop, what motivates them to complete a purchase and how marketers can increase conversion rates for this segment. These fresh insights on Hispanic shoppers will be of value to marketers in the midst of their holiday campaigns.

Nielsen is releasing the newly rebranded cross-platform report as the Total Audience Report. As we have seen with previous reports, there is an accelerated growth and proliferation of technological devices. These devices have allowed consumers to connect with content anytime and anywhere. What used to be a schedule to watch programming now seems like little more than a suggestion, considering viewers currently have choices to watch live linear programming, on-demand, through subscription services and apps, among other ways to tune in.

The Story

Recently, a 30-second AT&T television ad, “Vivir Sin Compromisos,” caught my attention. It shows young, appealing, Latinos talking about themselves and reacting to the company’s cellular service.

What makes this ad stand out is that the actors speak in English, Spanish and mix of the two — Spanglish.

Because of that, we wanted to understand how the ad resonated with Spanish-Preferred Hispanics, English-Preferred Hispanics and Bicultural Hispanics, so we tested it.  By Mario Carrasco / partner, ThinkNow Research

Key findings from the survey in fashion, beauty and personal care, digital media, food, gaming and entertainment

While digital media players clearly enable use of streaming video and other platforms that enhance viewer control, new GfK research suggests that they may actually provide a net gain for traditional TV viewing.

For over 50 years, there was only a single “app” for TV viewers. It was an entertainment app whose sole function was to stream premium video content. Over the years, new versions of the app were released, including more channels, an interactive programming guide, higher definition displays, and the ability to record and playback programs. Viewers could customize their version of the app to some extent by negotiating with their app developer – that is, their cable or satellite company.  By Chris Louie, VP Product Leadership / Nielsen

Before you read the report, test your own Web IQ by taking the interactive knowledge quiz. The short quiz tests your knowledge of questions recently asked in a national poll. After completing the quiz, you can compare your score with the general public and with people like yourself.
Results of the “Web IQ” Quiz

HispanicAd.com is proud to be the leading trade journal offering daily news, research and resources to the US Hispanic advertising,marketing and media executives.

As part of our daily commitment besides our publication HispanicAd.com, we are very proud of the work we do in marketing and creating content for our readers with our partnerships with Adam Jacobson,  Advertising Age and Broadcasting & Cable . Multichannel News.

To celebrate our partnerships we are promoting our work and you can download :

The Advertising Age 2014 Hispanic Fact Pack

The 2014 Hispanic Market Overview

The B&C / 2014 Hispanic Post Upfront Guide

The 2014 Hispanic CMO

Expect more from us in 2015

As the holiday shopping season shifts into high gear, your customers are going to be sending you a veritable blizzard of signals as they interact with you via email, websites, social networks, mobile apps and customer support.

This holiday season Hispanic shoppers will make the difference between a ‘Feliz’ (happy) and ‘Feria’ (fair) ‘Navidad’ for retailers, according to 2,417 Hispanic consumers who participated in the Brand Keys 20th annual Holiday Shopping Survey.

Once the last piece of pumpkin pie is eaten, Thanksgiving thoughts that used to turn to naptimes now switch to navigating mall traffic. After all, this year some retailers are planning to open so early, they’ll never really shut down on Turkey Day in the first place. And many shoppers are looking forward to two of the biggest shopping days of the year—Black Friday and Cyber Monday—eager for deals in-store and online.

Beverage companies spent $866 million to advertise unhealthy drinks in 2013, and children and teens remained key target audiences for that advertising, according to a new report released by the Yale Rudd Center for Food Policy & Obesity. The report, Sugary Drink FACTS 2014, highlights some progress regarding beverage marketing to young people, but also shows that companies still have a long way to go to improve their marketing practices and the nutritional quality of their products to support young people’s health.

It may seem a bit like piling on, but I think that it’s finally time for the TV industry to change the way audience and ads are measured, bought and sold. Its measurement is broken and needs to be fixed. Just this past week, quite uncharacteristically, even Nielsen made a case for fixing things.

Every digital marketer knows there’s a wealth of data out there to make their efforts—potentially—more effective. Likewise, every digital marketer knows there are approximately a million and one tools that promise to take that data and turn it into proven ROI. But what kinds of technology actually help?

Hispanic consumers tend to feel they are not doing as well as in the past but anticipate that the growing economy will help improve their situation, according to the latest Hispanic consumer confidence index by the Florida Atlantic University Business and Economic Polling Initiative (FAU BEPI).

From 2009 to 2012, the population of unauthorized immigrants rose in seven states and fell in 14, according to new Pew Research Center estimates.

‘Tis the season to be shopping! With the holidays quickly approaching and Black Friday, Cyber Monday, and other retail-centric extravaganzas on the horizon, many people are beginning to plan their shopping sprees. And on how many lists will toys appear this year? Just over half of all Americans (51%) plan to purchase toys as gifts this year, nearly consistent with last year’s intent (50%). Not surprisingly, parents of a child under the age of 18 are twice as likely to purchase toys as those without children under the age of 18 (82% vs. 41%, respectively).