Research

Despite the prevalence of digital technologies rippling through many aspects of our daily lives, an increasing percentage of Americans are embracing over-the-air (OTA) television.

Data science and analytics will be the technical skills most needed at digital ad agencies worldwide in the next two years, according to a poll by Marketing Land.

Marketers, publishers, marketing service providers, and technology developers expect their spending on data and data-related services to increase in 2019, according to “The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight,” the fourth annual benchmarking report conducted on behalf of the IAB Data Center of Excellence released by the IAB and research and consulting firm Winterberry Group.

Markets around the world have faced fluctuating economic conditions in recent years, with many economies experiencing varying degrees of growth or recession. Amid these unpredictable conditions, many experts expected an uptick in consumers’ financial situations and millions of consumers to join the middle class.

Overall gain is driven by rise in share of higher-income immigrants who have lived in the U.S. for more years

Hispanic small business owners are confident about their 2019 business outlook, with strong majorities planning for increased revenue, growth and expansion – eclipsing their non-Hispanic counterparts by double-digits on all indicators.

African Americans are a cultural force in the U.S. The latest chart-topping hits, fashion trends, dance crazes, and product trends all bear the fingerprints of a culture that is rich, innovative and constantly tuned into what’s now, new and next.  By Nidia Serrano

Are U.S. Asians “crazy” rich? Our research shows that the average U.S. Asian household makes 36% more than the typical U.S. household – and that their spending power will continue to grow. Don’t miss out on capturing opportunities with this fast-growing consumer market!

Around the world, consumers are growing increasingly optimistic about their financial wellbeing, particularly in developing markets throughout the Asia Pacific, Africa, Middle East and Latin America. Globally, 58% of global consumers feel they are better off financially than they were five years ago, with nearly a half of consumers in North America (46%) feeling positive about their current situation. However, a sizeable proportion of consumers feel that they are in survival mode, with sentiment differing considerably by region and country.

The poverty rate declined overall in 2017 but the rate among Hispanics had one of the largest year-to-year drops across demographic groups and was the lowest since poverty estimates for Hispanics were first published in 1972.

CMO Council Research Lists Amazon, Starbucks and Apple as Leaders in Guiding the Customer Journey and Using Experience for Competitive Advantage; Issues Call to Action for Brands to Identify Micro-Moments of Opportunity to Further “Human” Relationships

In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud was the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.

When it comes to popular culture, US Hispanics are prolific consumers – so understanding their preferences among genres, actors, and actresses is a top priority for the movie industry.

Over the past 50 years – from the Silent Generation’s young adulthood to that of Millennials today – the United States has undergone large cultural and societal shifts. Now that the youngest Millennials are adults, how do they compare with those who were their age in the generations that came before them?

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.