Research
How do Latinx consumers find out about what’s happening in the world?
Understanding where and how Latinx consumers get their news is important for brands and organizations looking to connect meaningfully with this influential and diverse audience.
New Data on Detailed Languages Spoken at Home and the Ability to Speak English
More than 1 in 5 people (22%) age 5 and older in the United States spoke a language other than English at home during the five-year period from 2017 to 2021, according to new data released by the U.S. Census Bureau.
Hispanic Influence and Representation in American Entertainment and Consumer Culture
The United States population is made up of individuals from a variety of cultures, backgrounds, and experiences. With this, Hispanics are a growing part of this diverse population and make up "over 622 million people" in the United States (Korzenny et al., 2024, p.1). They are not only a major part of what makes up our country, but are also key consumers in America. Being such a large part of the population, they hold significant buying power and have an influence over style, trends, and media. However, Hispanic consumers not only influence these elements of our society, but also the American entertainment industry as a whole. Through music, television, and fashion, Hispanics are helping to reshape mainstream culture with their values, ideas, and creative contributions. Yet despite this growing cultural and economic influence, Hispanic consumers and their values have been overlooked, particularly in media and marketing. This essay will explore the growing influence Hispanic consumers have on American entertainment and culture, and why it is essential for media and marketers to recognize and reflect the cultural values they have previously neglected. By Meghan Bannister Florida State University
Who are the “New Latinos” Understanding the power of Hispanic Consumers in the U.S.
Who are the “New Latinos” Understanding the power of Hispanic Consumers in the U.S. By Bella Bozied Florida State University
The $2 trillion global wellness market gets a millennial and Gen Z glow-up
To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases.
The Experiences of LGBTQ Americans Today [REPORT]
Most LGBTQ adults say there’s a lot of social acceptance for people who are gay or lesbian, but few say the same for those who are transgender
From Living Arrangements to Internet Access, the Puerto Rico Community Survey Provides a Comprehensive Profile of Puerto Rico’s People and Communities
Broadband internet access increased. Population under age 5 declined and so did the share of married-couple households
2025 Annual Marketing Report [REPORT]
The global marketing landscape in 2025 is a dynamic one. AI’s rapid evolution and the rise of shoppable advertising present exciting opportunities, but the industry is also navigating global market fluctuations, including supply chain uncertainties and shifting consumer sentiment, creating real challenges.
How Much Discrimination Do Americans Say Groups Face in the U.S.? [REPORT]
Large majorities of Americans say numerous groups in the United States face at least some discrimination, including immigrants, transgender people and members of different racial and religious groups.
30% of Americans Consult Astrology, Tarot Cards or Fortune Tellers [REPORT]
Over the past decade, media reports have described rising popular interest in New Age practices such as astrology, tarot card reading and fortune-telling. These practices are frequently associated with young people, and they have developed their own social media cultures on TikTok and other platforms, especially during the period of social distancing brought on by the COVID-19 pandemic. So, how popular are these practices, and why do Americans engage in them?
From Surveys to Predictions: How Predictive Market Research is Shifting the Industry
For decades, the foundation of market research rested on one powerful tool: the survey. It was the standard way to understand consumers, what they like, want, and feel. Researchers spent years mastering the art of crafting questions, selecting the right sample, and interpreting the answers. And for a long time, that worked well.
Nearly Half of Consumers Expect to Buy More American Goods Amid Economic Uncertainty
A Gartner Consumer Community survey of 212 US consumers, conducted in March 2025, found that 42% consumers agreed that they have decided to wait to make a major purchase, up from 2024 when only 28% consumers were reconsidering such expenditures (see Figure 1). By the third quarter of 2025, Gartner predicts 60% of consumers will have elected to delay a major purchase. And by the end of the year, Gartner predicts 60% of consumers will buy on secondhand and peer-to-peer marketplaces.
The Digital Economy Surges to $4.9 Trillion, Supporting 28.4 Million Jobs Nationwide [REPORT}
The Interactive Advertising Bureau (IAB), the digital media and marketing trade association, released the fifth edition of its long-running economic research series, Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation, led by John Deighton, Harold M. Brierley Professor of Business Administration Emeritus, Harvard Business School.
Population Growth Reported Across Cities and Towns in All U.S. Regions
Cities of all sizes grew on average from 2023 to 2024 with Southern and Western cities experiencing accelerated growth. Topping the list of fastest-growing cities was Princeton, Texas with a remarkable 30.6% growth rate, according to the U.S. Census Bureau’s Vintage 2024 estimates released today. New York City, Houston and Los Angeles saw the greatest numeric gains during this time and some cities in the Northeast and Midwest marked their first population increase in recent years.
New Back To The Office Study: Marketer, Agency, And Average American Commutes Surge As AM/FM Radio Is The Queen of The Road
What is the latest on the state of media agency and marketer commuting patterns? What is the latest on the average American commute? Marketers and media agencies are increasing their commutes and spending more days at the office, according to a brand-new Advertiser Perceptions study of 305 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®. Interviews took place April 1-8, 2025 and the results were compared to seven Advertiser Perceptions studies conducted every six months beginning in April 2022.
What Latin Music’s Global Rise Teaches Us About Culture, Consumers, and the Future of Marketing
In this episode of The New Mainstream podcast, Jose Abreu, Vice President of Digital Marketing & Streaming, Latin Iberia Region, at Sony Music Entertainment, explores how technology, culture, and consumer behavior are reshaping the future of music and what brands can learn from it.
“The New Media Multiverse” Reveals Fundamental Shifts in Media Consumption and Brand Engagement Reshaping the Marketing Landscape
The traditional marketing playbook is rapidly becoming obsolete as emerging consumption patterns reshape how audiences engage with brands, according to the research from Horizon Media's in-house research unit WHY Group and Blue Hour Studios, Horizon's full-service social and influencer agency.
States with High Numbers of In-Movers From Other States Didn’t Necessarily Have High Shares of Recent Arrivals in 2023
If you lived in the District of Columbia, North Dakota, Alaska, Idaho, or Vermont in 2023, chances are relatively high you or your neighbor had moved there from another state within the prior year. But if you lived in California, a much larger state that attracted many more movers from other states over the same period, the likelihood of being in proximity with a recent in-mover, or someone who arrived in that state from another state within the prior year, was slimmer.
Impact of Video On-the-Go in Driving Consumer Action [REPORT]
MAGNA, the media intelligence unit within IPG Mediabrands, and GSTV, a leading, national on-the-go video network, have released “The Power of Video Everywhere”—a new research study that highlights how reaching consumers off the couch and outside the home can significantly influence purchase behavior. By connecting with people at moments of active decision-making, advertisers can drive real action, particularly for brands in verticals like dining and retail seeking to attract customers to their physical locations.
