Research

The census is our national storybook. It depicts one-dimensional characters in a straight-ahead narrative. It excels at putting raw population numbers on the map. After all, that is the constitutionally-mandated function conducted every ten years. Various other kinds of census data are also pretty good for sorting people into big categories like age cohorts, racial groups or household types. And, those categories can be charted over time as they grow or shrink. For a couple of decades at least, the census has been telling us an important story about demographic change with the potential to transform American society. But it tells the story in deceptively simple terms. By Roberto Suro

We live in times characterized by change and volatility, yet we can be certain of one thing: consumer values, needs, and behaviors will continue to evolve. Consumer 2020: reading the signs draws together insights into economic and demographic trends, considerations of finite resources, and the ever-more dramatic impact of technology on our daily lives, in order to make some predictions about how our attitudes and patterns of consumption will change over the next decade. DOWNLOAD REPORT HERE.

Of all four shopper segments unveiled in the 2010 Latina Shopper Study conducted by Redbean Society and New American Dimensions, Las Pragmáticas are the group that has felt the greatest impact from the economic crisis of recent years. In sharp contrast to Exploradoras, Digitalistas and Fre$itas, Las Pragmáticas are most definitely acting on their need to be frugal and price conscious in a determined and proactive way. Their spending and relationship to brands reflect the conservatism required of the times we live in.

Available at HispanicCMO.com

The internet is now deeply embedded in group and organizational life in America. A new national survey by the Pew Research Center’s Internet & American Life Project has found that 75% of all American adults are active in some kind of voluntary group or organization and internet users are more likely than others to be active: 80% of internet users participate in groups, compared with 56% of non-internet users. And social media users are even more likely to be active: 82% of social network users and 85% of Twitter users are group participants. DOWNLOAD REPORT HERE.

Available at HispanicCMO.com , HispanicPRpro.com and HispanicAccountPlanner.com

Want to reach under-35 year-old Hispanics and African-Americans? Women? Mobile technology may be the best platform for the first; print magazines for the second, according to findings from independent media agency TargetCast tcm’s recent survey of consumer media habits and preferences.

Cheskin Added Value and The Futures Company unveiled new findings on how the rise in ethnic diversity is leading to shifts in traditional views of racial and cultural identity roles. Edelman, the world’s largest independent public relations firm hosted and moderated an event, panel discussion and Q&A where the new research was announced. DOWNLOAD PRESENTATION HERE.

Over the course of the next 10 years, “millennial” consumers (those currently aged 21-34) will make up 40 percent of American 21 and older. So how does this demographic approach their alcohol beverage purchases? Nielsen analyzed millennial consumer attitudes and preferences to understand the generation’s significant impact on the beverage alcohol industry.

Accenture, comScore, Inc., and dunnhumbyUSA announced a groundbreaking initiative to help consumer packaged goods (CPG) marketers better understand the link between consumers’ usage of brand websites and their in-store brand buying behavior. The results of the study will help CPG brand managers understand how to increase the value from their digital marketing expenditures.

Reflecting strong client demand and important population shifts, Knowledge Networks is significantly expanding the number of young adults and Hispanics on KnowledgePanel

From smartphones to 3D televisions, The Nielsen Company provides a view of the device usage and audiences in the U.S. DOWNLOAD REPORT HERE.

There are only so many hours per day that consumers can spend watching TV, reading newspapers and surfing the internet. But as marketers may suspect, the time devoted to media is undergoing some not-so-subtle changes.

The shaky economy has resulted in a tightening of purse strings in households nationwide, and the Hispanic population is no exception. Mintel found that in the past year, the leisure preferences of young Hispanic adults have changed from activities that cost money to lower-cost alternatives to save cash.