Research

Over the past year, a very notable trend in CivicScience’s data has become apparent with regard to which of these three levers are most influencing the buying and consumption decisions of U.S. adults: advertising on television, advertising on the Internet, or social media “chatter” (comments or recommendations from others).

Today, as the CEO of an advertising agency, I understand the obsession with Millennial consumers but I am baffled by the marketing world’s tendency to look at this entire generation of people as one group with similar traits and tastes. Millennials, also known as Generation Y, were born between the early 1980s and the early 2000s. Most agree that people born between 1992 and 2001 make up the key part of this group. This means that a Millennial may be 18 years old or 33 years old.

Rising Share of Never-Married Adults, Growing Gender GapAfter decades of declining marriage rates and changes in family structure, the share of American adults who have never been married is at an historic high.

The Council for Research Excellence (CRE) announced it has published the marketing and advertising industry’s first in-depth primer on Big Data. Titled “Big Data: A Primer for Defining and Implementing Big Data in the Marketing and Advertising Industry,” the report is intended to help orient advertising and media executives to the related opportunities and challenges that will arise as the industry goes from megabytes of data on PCs to petabytes of data in the cloud.

Chief marketers are fast becoming expert urban planners fighting enterprise data sprawl in their digital marketing technology portfolios. They are being challenged to bring disciplined development and cross-functional harmonization to what is an ever more crowded, data-producing landscape.

Of the 65 million grandparents in the United States in 2012, 7 million, or 10 percent, lived with at least one grandchild, according to Coresident Grandparents and Their Grandchildren: 2012, a new report released by the U.S. Census Bureau.

Adobe and Nielsen announced a strategic alliance that is expected to deliver a cross-platform system for measuring online TV, video and other digital content across the Web and apps.

The Connected Shopper si based on research conducted in 12 countries across 4 continents, attempts to understand the role that digital plays at every point along what we call the shopper’s Purchase Decision Journey, and to identify both drivers and barriers to purchase that brand marketers and retailers can affect in order to increase sale.

A Record Number of Latinos are Eligible to Vote … But Latinos are a Small Share of Eligible Voters in Key 2014 Races

Shoppers looking for big-ticket items behave differently than smaller spenders. This infographic shares insights into both ends of the spectrum to help marketers reach their target audiences.

How the most popular candy brands rank among Twitter users.

Exponential Interactive announced the results of its “Marketing to Millennial Mothers” study which identifies specific behaviors, interests and trends of modern moms ages 18-32 to help brands and advertisers engage with one of the largest growing audience segments.

In 2013, a majority (52%) of Millennials in the Top 10 Total Market (TM) states were of Multicultural background compared to 1 in 3 of  Millennials in the remaining 40 states.  These 10 states fueled 59% of the U.S. Millennial growth since 2010 and represented 53% of all U.S. Millennials. Multicultural Millennials generated the vast majority (77%) of the Millennial growth between 2010 and 2013 in these top 10 TM states, growing 2.4 times faster than White Non-Hispanic Millennials.

Hispanics are trendsetters. This demographic is the largest self-identifying ethnic group in the U.S. and has more than $1 trillion in spending power. So where are they spending? When it comes to celebrating with family and friends or relaxing at the end of a long day, many of these consumers are reaching for cold and refreshing beers.  By Andrea Riberi, Senior Vice President, Alcoholic Beverages, and Eva Gonzalez, Executive Director, Diverse Consumer Insights and Multicultural Marketing

The ad industry has always been consumed with the latest trends. This should be no surprise, given that marketers and their agencies spend the better part of their days trying to create them. But nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad inventory more efficiently by applying rules to technology-enabled, automated purchases has marketers salivating. And they’re putting their money where their mouths are, with some of the world’s largest advertisers reportedly planning to shift as much as 75% of their digital spend to programmatic buying over the next year.  By Chris Louie, VP Product Leadership

This report compares immigrant and nonimmigrant youth along 40 indicators of wellbeing, making comparisons by generation and by race and ethnicity. Immigrant youth are born abroad or born in the United States of foreign-born parents.

Millennials in the United States – young adults between 18 and 30 years old – express slightly more optimism in their futures and the future of the United States than they did last year, according to a survey released by global telecommunications company Telefónica.

SSG’s new decision-guiding, data-rich tool has identified an unexpected factor which contributes to brand growth:  Higher brand growth rate is associated with the choices of higher wellness-minded consumers. The more health-minded consumers perceive your brand to be, the higher the growth rate your brand tends to attain.

Hispanics’ Digital Path to Purchase offers brands similar opportunities for  personalized and localized engagement & loyalty as the overall market.

In response to recent ratings irregularities, Nielsen conducted an extensive internal investigation of their systems and processes and uncovered a technical error that impacts national network television ratings over several months.