Research

The quantitative phase of the Latina Shopper Study has been completed and results are out! The study, the first of its kind ever conducted among Latina women in the U.S., was fielded nationally among 1200 women representative of the total female U.S. Hispanic population to help marketers better understand the dynamics of shopping behavior among this important segment of the U.S. Hispanic population. Latina women are the decision makers and influencers of over 80% of all purchases made in U.S. Hispanic households. This makes these women a highly powerful group as they harness the $1.4 Trillion buying power in these households by 2013.

Available at HispanicCMO.com

In recent years the digital world has expanded far beyond the desktop, and consumers can now choose from an array of devices capable of satisfying their need for “anytime, anywhere” access to news, information, friends and entertainment. DOWNLOAD REPORT.

First-ever life expectancy report for Hispanic population released. DOWNLOAD REPORT HERE.

comScore, Inc. released findings from comScore ARS research indicating the importance of sound strategy and strong creative elements in driving effective campaign execution for TV and digital advertising campaigns. The findings, based on extensive research conducted by comScore ARS, show that creative quality drives more than half of the sales changes for brands analyzed, four times higher than the impact of the specific media plan involved.

The Census Bureau produces a wealth of demographic information about our nation‚s communities – data that is used by both public and private organizations to monitor our quality of life, set public policy, and guide the introduction of new products and services. Accessing this wealth of information can be a frustrating experience for individuals who are not computer savvy, unfamiliar with demographic or geographic terminology or feel lost when navigating the Census Bureau web site.

In a year when support for Democratic candidates has eroded, the party’s standing among one key voting group-Latinos-appears as strong as ever. Two-thirds (65%) of Latino registered voters say they plan to support the Democratic candidate in their local congressional district, while just 22% support the Republican candidate, according to a nationwide survey of Latinos. If this pro-Democratic margin holds up on Election Day next month, it would be about as wide as in 2008, when Latinos supported Barack Obama for president over John McCain by 67% to 31%.

This paper reviews independent research that offers insights on the process of marketing mix modeling. The findings have important implications for advertisers looking to optimize the return on their marketing investments. DOWNLOAD REPORT HERE.

Women aiming to earn more than men would do well to take a good look at Puerto Rico, where a wage-gap reversal has put the island in a unique position in the United States.

Puerto Rico is the only U.S. state or territory where women earn more than men, according to newly released Census Bureau data.

On September 16, 2010 Pew Internet Project Senior Research Specialist Aaron Smith spoke to the Center for American Progress Internet Advocacy Roundtable about three trends in minority technology use.

The commercial use of the internet by American adults has grown since the mid-2000s, with 58% of Americans now reporting that they perform online research concerning the products and services that they are considering purchasing. That is an increase from 49% who said they conducted product or service research online in 2004. DOWNLOAD REPORT HERE.

Telemundo announced the results of the newest Ipsos-Telemundo poll, which explores the perceptions of Hispanics about education.

The Nielsen Company announced the development of Nielsen Online Campaign Ratings, which will for the first time provide audience data comparable to Nielsen’s television ratings. The new measurement system is a significant advancement for the media industry and will provide greater accuracy, faster reporting, and wider coverage than existing online measurement.