Research

From two angles so far, we’ve seen how Americans spend their days, but the views are wideout and limited in what you can see.  I can tell you that about 40 percent of people age 25 to 34 are working on an average day at three in the afternoon. I can tell you similar numbers for housework, leisure, travel, and other things. It’s an overview.

The Hispanic community in the United States has contributed significantly to US economic growth in recent decades and will continue to do so over the next 10 to 20 years. This contribution derives partially from demographic vitality: the fact that Hispanics are the youngest and largest minority group in America and are on a path toward becoming an increasingly large share of the US labor force. Higher fertility rates, net immigration, and growing labor force participation rates will reinforce this trend. This paper presents evidence showing that Hispanic educational attainments are now rapidly converging to the US average.  By Gonzalo Huertas (PIIE) and Jacob Funk Kirkegaard (PIIE)

The Desert Southwest encompasses some of the country’s most arid territory and yet continues to be a fast-growing region of the United States.

Over-the-air (OTA) TV—the programming that we all have access to even if we don’t have a cable or satellite programming subscription—is becoming a big thing again. In fact, it’s one of the best things to happen to cord cutters and cord shavers, as it offers them free TV through a digital antenna.

While industry leaders express optimism and enthusiasm for TV attribution, they also are looking for greater visibility and understanding into how leading providers conduct the practice.

“The State of Data 2017” (published in December 2017 by Winterberry Group in partnership with DMA and IAB’s Data Center of Excellence) revealed that U.S.- based marketers, publishers, and other data users invested $20.19BB on third-party audience data and related services and solutions in 2017.

While disclosure continues to dominate the conversation around influencer marketing, data compliance laws are adding another layer of confusion—and cost—for those operating in this evolving market.

Millennials, who make up almost a quarter of the total American population, are the most diverse generation in U.S. history. Too often, however, they’re lumped together and thought of as one big group of young people. African-American Millennials, who make up 14% of all Millennials, are an especially differentiated group who have distinct habits and preferences when compared to the demographic as a whole.

According to the research, women’s inclination to take risks declines as they become more experienced in their careers – even as their self-confidence grows. Forty-five percent of respondents with less than five years of experience say they are open to taking big risks to advance their careers, versus 37 percent with over 15 years of experience. Women of color are the biggest professional risk-takers, with 57 percent saying they are open to taking big chances versus 38 percent of white women.

Cable and satellite viewership is eroding because it is perceived as a poor value exchange according to a new study from MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands and IPG Media Lab, the media futures and advisory arm of IPG Mediabrands. “Reaching the ‘Un-Reachable” debunks five commonly-held myths about those who watch little to no television, including which demographics are veering away from traditional television and why.

ThinkNow released the results of its sixth annual ThinkNow Pulse™ 2019 Total Market Consumer Sentiment Report and found vastly divergent views on the economy based on ethnicity and race.

The U.S. Census Bureau released results from the 2020 Census Barriers, Attitudes and Motivators Study (CBAMS). The national survey and series of focus groups were designed to better understand the nation’s attitudes toward the 2020 Census, potential barriers that may inhibit participation, and possible motivators of responding.

Comscore and NBCUniversal Owned Television Stations (NBC and Telemundo owned stations), a division of NBCUniversal that includes 40 television stations, announced they have formed a multi-year partnership.

Audio.ad, a Cisneros Interactive company specializing in digital audio advertising solutions for Latin America and the U.S. Hispanic market, Adsmovil, Audio.ad’s commercial representative for the U.S. Hispanic market, and Quriously, presents the study, “The State of Digital Audio in the US Hispanic market,” to analyze the digital audio consumption habits of Spanish speakers living in the United States.

Recent press reports have suggested that the $130 billion-plus media industry can simply pivot from Nielsen’s currency grade measurement with ease and take comfort in using alternative data sets to operate business as usual.  These suggestions are misguided and, at the worst, could be harmful to the stability of the industry and, at the very least, could if taken seriously diminish some important opportunities.

As people conduct ever more of their lives as consumers and social animals online, they leave telling and durable traces of their behaviors, values, and inclinations behind them in digital repositories. Marketers have not been slow to recognize the opportunities presented by this information or to capitalize on them.

No longer the new kids on the block, Millennials have moved firmly into their 20s and 30s, and a new generation is coming into focus. Generation Z – diverse and on track to be the most well-educated generation yet – is moving toward adulthood with a liberal set of attitudes and an openness to emerging social trends.

Consumer confidence among Hispanics in the U.S. improved in the fourth quarter of 2018 as optimism continued to grow about their financial situation as well as the economic outlook for the U.S., according to a new national consumer sentiment index conducted by the Florida Atlantic University Business and Economics Polling Initiative (FAU BEPI) in FAU’s College of Business.

No longer a futurist’s daydream, artificial intelligence (AI) is attracting significant investment and growing quickly. According to a December 2018 estimate from tech research firm Tractica, the direct and indirect application of AI software generated $5.4 billion in worldwide revenues in 2017, and is forecast to produce a whopping $105.8 billion by 2025.

The U.S. Census Bureau announced the release of the 2013-2017 American Community Survey (ACS) five-year estimates, which features more than 40 social, economic, housing and demographic topics, including homeownership rates and costs, health insurance, and educational attainment.