Research

America’s often-watched millennial generation, traditionally viewed as young and unattached, has grown old enough to have children. Among the older half of millennials, those between ages 25-34, there are now 10.8 million households with children. Further, with millennials accounting for 80% of the 4 million annual U.S. births, the number of new millennial parents stands to grow exponentially over the next decade. A new study of 25-34 year-old parents reveals how starting a family has changed—or not changed—this generation’s behavior, values, media consumption and buying habits.

Viamedia announced the results of its 2013 Television & Advertising Survey, conducted online among 2,029 American adults by Harris Interactive from June 24-26, 2013. The survey, which was drafted based on Viamedia’s experience as the country’s largest non-MSO, found that nearly all Americans watch television (97%) with 72% saying they watch cable TV and 33% watch on a device1 (tablet, smartphone, computer).

Last week in our blog, we showed how healthy eating is important to Hispanic Adult Millennials – but that doesn’t mean they’re always reaching for the broccoli. Convenience plays a big role in their food choices, and they often sacrifice nutrition when opting for foods that are easy to get or prepare. They also like to indulge in unhealthy treats when the mood strikes. By Insight Tr3s

In a recent case study Nielsen and Scarborough conducted with Spanish language media company Entravision, a new and unique path into consumer’s collective wallets was blazed in an effort to increase advertising revenue. The study didn’t simply rely on traditional key demos—such as age or gender—it followed the path to purchase in an effort to reach the best consumer.

In last week’s blog post, we shared that practicality is often an attribute among Hispanic Adult Millennials – but convenience can be a distraction that derails their pragmatism. When it comes to nutrition, there is a similar dynamic at work. Eating well is really important to them – but that doesn’t always translate to a healthy diet. Sometimes they choose food that’s easy to get or prepare. And sometimes they just like to indulge in unhealthy treats.

According to a new eMarketer report, “Key Digital Trends for Midyear 2013: The Fragmentation of Mobile,” diverging use cases on smartphones and tablets herald the end of mobile as a monolithic category. Increasingly, advertising and commerce solutions will need to respond to not just different screen sizes, but also different screen uses.

The number of single father households has increased about ninefold since 1960, from less than 300,000 to more than 2.6 million in 2011.1 In comparison, the number of single mother households increased more than fourfold during that time period, up to 8.6 million in 2011, from 1.9 million in 1960.

A one-size-fits-all approach doesn’t work; understanding the habits and diverse needs of consumers around the world is critical for success in today’s shrinking world.

As economic anxiety eases, women of all ages across the world are shifting priorities and charting the course for the future, according to a global research study published today. In addition, the findings suggest Gen Y women, with similar perspectives and marketplace preferences that transcend borders and cultures shaped by shared experiences of technology, social media and emerging brands, have been deemed the first truly global generation of consumers.

With July 4th approaching, more than 60 percent of Americans say the nation is more divided as a country now than it was 10 years ago, with even higher percentages saying America is at least as fragmented now as it was during the Great Depression, Vietnam, and Watergate. And perhaps most strikingly, one in five Americans doubts that America will remain united as one country.

While your phone book might be collecting dust, consumers still have a need for the type of information it contains. But in today’s digital world, they’re more inclined to look for it on the Web. According to a study conducted by Nielsen, a whopping 85 percent of consumers find local business information online, where reviews, store hours, deals and maps are just a click away.

For Hispanic Adult Millennials, it’s cool to be pragmatic. Being smart with their money may be borne of necessity, but they find it fun to be thrifty. Their practicality does have an enemy, however – and that’s convenience. Because they’re often very busy, sometimes they just go with whatever is easiest. By Insight Tr3s

Financial headwinds are the new normal, and U.S. consumers are feeling the effects across the board. Whether it’s spiking food and gas prices, surging energy bills, mounting health care costs, higher payroll taxes, or all of the above, rising costs of living are putting the squeeze on everyone’s wallets.

So how do marketers approach a base of consumers that’s struggling to keep their heads above a rising tide? A key first step is gaining a solid understanding about how people are fighting the economic challenges. By comprehending specific consumer difficulties, marketers can design appropriate strategies and tactics to help consumers navigate rough economic waters.

A few weeks ago, iMedia hosted its InFocus Summit, which placed a spotlight on digital women and moms. Many of the speakers discussed how brands are not reaching this powerful audience, and the need for marketers to bridge this gap. I agree: It’s time for brands to focus on a woman’s interests and priorities, rather than her gender or age.

Marketers should get off the millennial bandwagon, says Carol Phillips, founder and president of Brand Amplitude, an insights-based brand strategy firm. While many in the demographic still have some shared values, there are different life stages, education levels and needs among its members that should be considered. Phillips spoke with eMarketer’s Danielle Drolet about the need to segment the demographic in order to reach millennials more effectively.

From their money to their media, Boomers and Millennials exhibit vastly different behaviors and habits. Yet, despite being born 30 years apart, these two mega-generations have something in common: they’re in demand by advertisers wishing to attract their attention and their dollars. Understanding how to reach these consumers and capture their hearts with appropriate creative is crucial.

It’s a rare brand that has all its marketing channels managed under one roof. Far more typical is the model where some channels are managed in-house, and others are managed by one or more ad agencies. Perhaps digital and traditional channels are at separate agencies, or brand marketing and direct-response marketing are similarly split. Or maybe different lines of business, business units, or geographic divisions engage with different sets of agency partners.