Research

Consumer confidence among U.S. Hispanics fell in the second quarter, though optimism about their overall finances is building as the nation continues its recovery from the COVID-19 pandemic.

Nielsen released the findings of its latest Nielsen Audio Consumer Sentiment survey, an ongoing study series addressing current American sentiment around COVID-19.

The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.

Marketing technology, more commonly known as martech, is stealthily transforming the way companies market to consumers. As ads retarget and emails automate, consumers are enjoying the luxury of an omnichannel experience while affording marketers the opportunity to collect the digital breadcrumbs they leave behind.

More Mexican migrants came to the United States than left the U.S. for Mexico between 2013 and 2018 – a reversal of the trend in much of the prior decade, according to a new Pew Research Center analysis of the most recently available data capturing migration flows from both countries.

U.S. consumers are resuming active lifestyles as we emerge from the pandemic while maintaining some at-home habits, such as eating more meals at home. While CPG demand has remained elevated in the first half of 2021, IRI expects demand patterns to shift as the reopening economy reignites competition for consumers’ wallets.

Measurement has long been a critical aspect of efficient marketing practices. That said, marketing technology hasn’t always been as rich in its capabilities as it is today. But as martech has improved over the years, engagement with media has grown increasingly more fragmented, elevating the challenges marketers have in proving the returns on their investments (ROI).

Today, our research shows a change in attitude, as consumers believe they have the power to force brands to change (63 percent) and want to exert that power on brands to make society better (78 percent). The deeper dependence on brands forged in the pandemic has made trust an essential purchase consideration, nearly equal to quality and value.

A shift toward online news consumption, combined with greater political polarization, has altered the media landscape.

As media channels grow more complex, companies can open a view into the data as a first step to owning their marketing destiny.

As the LGBTQ community has grown its footprint, there is no doubt that digital connectivity is perhaps the single most influential factor in the advancement of the LGBTQ community.

In a time of crisis, younger generations hold true to their ideals and demand accountability

Radio’s weekly reach is now at its highest levels since March 2020, and has grown during each of the past four months. In May 2021, radio’s weekly reach surpassed 122 million weekly listeners, within 2 million of where it was before the lockdown precautions took effect last year.

Spectrum focuses on the experiences of Black and Latinx LGBTQ communities with content topics ranging from consumer insights, highlights of queer media,  culture, perspectives from members of the community.

Moving away from labels and toward the future of data in marketing to this powerfully influential generatio

It’s Pride Month! Every year, in June, LGBTQIA+ communities worldwide celebrate the freedom to be authentically and unapologetically who they are. City streets erupt in festive expressions of Pride as enthusiastic, and often costumed patrons attend parades, concerts, and festivals decorated with brightly colored rainbow flags, streamers, and confetti. But the celebration doesn’t just bring people together for a good party. Instead, it shines a light on an underrepresented community, like other minority groups, who have struggled to be seen, heard, and included for generations.

According to a study by the Hispanic Marketing Council (HMC), 54 percent of Dads said, “I’m the boss in the family,” but only 5 percent of Moms agreed. HMC also asked teens ages 13-17: 28 percent of them said Dad was the boss, 34 percent said Mom, and 28 percent said Dad and Mom were co-bosses as a unified team. Non-Hispanic Black teens were more likely to say Mom was the “boss”—49 percent compared to 31 percent for non-Blacks.  By HMC Research Chair Nancy Tellet

Both members of unmarried, opposite-sex couples living together were more likely than opposite-sex married couples to be employed, according to estimates from the U.S. Census Bureau’s 2010 and 2020 America’s Families and Living Arrangements annual tables packages.

The summer of 2021 will be vitally important, as students and families try to recover from the isolation, trauma, and learning loss the pandemic caused. Yet a new study that looks in-depth at summer learning in 2019 and 2020 finds that Latinx student participation in programs remains low, despite some recent growth and remarkably high parent satisfaction. Just 44% of Latinx families with children report that their child was involved in a summer learning program in 2019 – an increase from 39% in 2013 and 29% in 2008. But while 2.7 million Latinx children took part in a structured summer experience in 2019, nearly 4.4 million more would have been enrolled if a program were available to them, their parents said.

Consumer habits shifted dramatically in March 2020 in response to stay-at-home orders and the shuttering of offices across the nation amid the COVID-19 pandemic. There were reports of people traveling less, workers gaining unprecedented freedom to work from anywhere and consumers ordering more products online.  But did these lifestyle changes affect industries in the same way?