Research

Women with a college degree are experiencing a “delayer boom,” giving birth at a later age than other women but still having fewer children overall by the end of their childbearing years, the U.S. Census Bureau reported.

Drawing on information from four recent national and two state-level population-based surveys, the analyses suggest that there are more than 8 million adults in the US who are lesbian, gay, or bisexual, comprising 3.5% of the adult population. By Gary J. Gates, Williams Distinguished Scholar. DOWNLOAD REPORT HERE.

Sensis completed a research project resulting in the development of personas depicting archetypical Hispanic Internet users. DOWNLOAD REPORT HERE.

Caretakers. Breadwinners. Couponers. Social networkers. Decision makers. Roughly 34 percent of American households are home to kids under 18, and modern moms wear many hats and play many roles. In honor of Mother’s Day, The Nielsen Company has taken a look at the “modern mom.” What’s she watching? Where does she spend her time and money online? What are her primary interests?

The growing presence of the Latino population in the U.S. continues to challenge the ability of organizations in selecting the best linguistic strategy when communicating with Latinos. Commonly used self-reported measures of language behavior have limitations that may lead to unexpected outcomes when used in decisions regarding Latinos. This paper is designed to help organizations – academic, public agencies, and research practitioners — improve their understanding of Latino language behavior as one avenue for enhancing the response of Latinos to their communications. DOWNLOAD REPORT HERE.

The Nielsen Company announced the 2012 Advance/Preliminary TV Household Universe Estimate (UE) is 114.7 million, down from 115.9 million in 2011. Marking the first integration of the 2010 Census counts, the 2012 UEs reflect an aging population, as Baby Boomers increasingly shift out of the 35-49 demographic, as well as greater ethnic diversity.

Transnational Migration between the Hispanic Caribbean and the United States. In this comprehensive comparative study, Jorge Duany explores how migrants to the United States from Cuba, the Dominican Republic, and Puerto Rico maintain multiple ties to their countries of origin. By Jorge Duany

The latest study from Arbitron and Edison Research focuses on a rapidly changing media landscape. While radio and television continue to have near-universal reach, Americans are embracing a variety of media platforms that didn’t exist at the beginning of the new millennium. DOWNLOAD REPORT HERE.

The goals of an ad campaign are naturally tied to its strategy, from the way advertisers decide where to buy placements to how they measure success. For online video advertising, research suggests brands are looking to support and quantify awareness and engagement.

By 2050, Hispanics are projected to account for more than 30 percent of the U.S. population – a significant growth driver that marketers can no longer overlook. But the questions for many remain.