Research

Thanks to a strong labor market, US consumers are feeling good about the economy. Unemployment is at a historical low, wages are rising at their fastest rate since the onset of the recession, and consumption continues to grow at a steady clip.

The winner of the 2020 Presidential Election will need to reach 270 electoral votes. Getting to that number will mean understanding who’s voting and who’s not, and who can be engaged, so they’ll turn out at the polls. Whether you want to engage in a “get out the vote” campaign, or focus messaging efforts in key swing states, you’ll want to tune in each month as we explore voters and their role on the road to election 2020.

This year was chockful of defining moments. From ongoing trade disputes with China and political unrest, to legalized marijuana and online privacy concerns. In our final report of the year, 2019 Defining Moments: Insights Into Culture and Authenticity™, we highlight trends in consumer sentiment, purchase behavior, and digital media use, and explore the impact culture has on these trends. We’ve combined these insights into a brief narrative of Total Market consumer behavior over the last twelve months and marketing predictions for 2020.

In 2018, 13.6% of counties had a statistically significant increase in median household income compared with 2007, the year before the most recent recession, while 5.5% had a statistically significant decrease, according to data released by the Census Bureau.

In a new report, Generation Alpha – children born after 2010 – identified all people being treated fairly no matter what they look like as one of the top issues they care about in today’s world. In fact, across the board, the report revealed Generation Alpha cares more about all issues than their Millennial and Baby Boomer parents did when they were kids, or even than they do now.

In a new KPMG study, “The Truth about Customer Loyalty,” we asked close to 19,000 consumers across 20 countries – including 2,000 in the U.S. – for their views on brand loyalty. Their responses clearly show that loyalty is not dead, but it is evolving and there is a lot of headroom for change.

U.S .Hispanics make up about 17% of the NBA fan base, according to the NBA Latin America. That’s roughly 15 million Hispanic basketball fans poised to enact significant influence over one of the country’s most revered sports.

Non-Hispanic white Americans account for 60% of the U.S. population, but in a growing number of counties, a majority of residents are Hispanic or black, reflecting the nation’s changing demographics and shifting migration patterns.

NBCUniversal Telemundo Enterprises and Comcast NBCUniversalreleased a special report titled “Latinas Powering Forward.” The report is propelled by Unstoppable Women, Telemundo’s company-wide initiative dedicated to championing female achievement and “Know Your Value,” Comcast NBCUniversal’s nationwide female empowerment effort. The findings highlight how Latinas are raising their standing across the United States, having a major impact on every sector, motivated by a ‘no matter what’ work ethic and pride in where they came from.

Think about everything you have to get done today. If you’re a woman, chances are pretty high that you’ll have to work a little harder than men will to get it all done. In fact, you might even need to do it better just to measure up. Yet despite the countless responsibilities and challenges that women have in a given week, they’re voracious consumers of media. In an average week, the 156+ million women in the U.S. consume just shy of 73 hours of media—that’s five more hours of media than men.

Gilt Edge Soccer Marketing released proprietary findings on female interest and engagement in soccer in the United States. Insights provide brand marketers with a greater appreciation for soccer’s unique connection to the female consumer.

The share of adults who have lived with a romantic partner is now higher than the share who have ever been married; married adults are more satisfied with their relationships, more trusting of their partners

Telemundo Deportes, in an exclusive partnership with Turnkey Intelligence – MarketCast, today released a brand study that evaluates the latest trends, popularity, and perception of sports among Hispanic fans. The study confirms that Hispanic sports fans continue to be a driving force in the consumption of live sports programming and have strong recall and affinity for sponsors associated with the sports they follow.

The term “Latinx” is trending and has seen a steady uptick in search over the past two years, peaking in 2019:  It is during this “Latinx apex” that we decided to take a closer look at how popular the term “Latinx” really is among U.S. Hispanics and if it has staying power.

When Yale professor Cydney Dupree and her colleague analyzed more than two decades worth of political speeches and conducted experiments searching for bias when communicating with racial minorities, they were surprised by what they discovered. According to their report, published this year in the Journal of Personality and Social Psychology, conservatives generally addressed whites and minorities similarly, but liberals were likelier to modify their speech and “patronize minorities stereotyped as lower status and less competent.”  By Giancarlo Sopo / Courtesy of USA Today

Mike Agovino makes no bones about it: Nielsen Audio and, before that, Arbitron, did a disservice to Hispanic radio in the nation’s No. 1 Spanish-language media marketplace by shifting to Portable People Meter (PPM) exposure-based methodology.  Based on that methodology, Agovino says the E-Plus test results point to “a very healthy state” for Spanish-language radio and its competitive position in Los Angeles.  By Adam Jacobson

Financial independence is one of the many markers used to designate the crossover from childhood into young adulthood, and it’s a milestone most Americans (64%) think young adults should reach by the time they are 22 years old, according to a new Pew Research Center study. But that’s not the reality for most young adults who’ve reached this age.

Latinos aged 50 and older spend an average of $46 per month on beauty and personal grooming products, nearly double the $25 spent per month by the general 50-plus population. Despite spending nearly $7 billion in annual U.S. sales, 69 percent of Hispanics report feeling that the beauty and personal grooming industry treats people their age as an afterthought, a new AARP survey has found.

Nearly nine-in-10 (87%) of Gen Zers are worried for the environment and the planet, according to the 2019 Porter Novelli/Cone Gen Z Purpose Study. The study, surveying Americans ages 14-22, examines this emerging generation’s expectations of and attitudes toward company involvement in social and environmental issues – and the actions they are willing to take to positively impact topics they care about.

A new report, The Older Population in Rural America: 2012-2016, shows that 17.5% of the rural population was 65 years and older compared to 13.8% in urban areas.