Research

tudies have shown that millennials tend to be less brand loyal than preceding generations. With access to more marketing channels and greater exposure to advertising, millennials have more forces impacting their purchase decisions than other age cohorts.

Nielsen announced Digital Content Ratings is available in full syndication for clients beginning Sept. 30, 2016.

The U.S. Hispanic population is exceptionally diverse and the report considers different variables, such as country of origin, number of generations in the U.S., sex, age and family structure. According to PwC, companies will need multiple customized strategies to appeal to the unique preferences of these different Hispanic ethnicities and generations. In short, marketing to U.S. Hispanic consumers requires a nuanced understanding of their behaviors.

For consumers, having content options is no longer a luxury, but an imperative. And so, too, are the multitude of devices that they use to engage with that content—be it a TV, tablet or soon-to-be emerging technologies. But having a plethora of content options at our collective fingertips doesn’t necessarily mean consumers are connecting with ALL choices ALL of the time.

As a consumer group, they’re just starting to flex their spending power, which will grow significantly in the coming years. While they’re years from fully establishing themselves, they’re already having a marked impact on the global consumer landscape.

EY and the Economic Innovation Group (EIG) released a new national survey of Millennials gauging their views on a variety of issues related to the economy, education, American institutions, and the challenges they continue to face almost seven years into the recovery from the Great Recession. The results reveal a generation convinced the economy is failing them, a generation that is willing to work hard to better their lot, and a generation experiencing a great deal of anxiety about the future. Many Millennials entered the workforce in the midst of a deep economic crisis and today find themselves racked by student debt and lacking confidence in most American institutions.

The FCC’s latest proposal relies on apps to be developed by pay-TV providers and then licensed to third parties for use on their own platforms and networks. At this point, though we’re not sure just how, the FCC sees itself as the arbiter of such agreements and intends to take enforcement action against discriminatory or unreasonable behavior in apps’ implementation.

Coming to America can be a challenge for immigrants. Adapting to a new way of life is another — and sometimes more painful. The process involves far more than learning the dominant language and counting money in the local currency. But subsequent generations often are able to skip those difficult steps.

The IAB Data Center of Excellence and DMA, the largest U.S. data and marketing association, have released “The Data-Centric Organization,” a whitepaper showing that a lack of talent and ongoing functional silos are major hurdles to taking full advantage of “big data.”

The U.S. unauthorized immigrant population – 11.1 million in 2014 – has stabilized since the end of the Great Recession, as the number from Mexico declined but the total from other regions of the world increased, according to new Pew Research Center estimates based on government data.

Digital interactions influence 56 cents of every dollar spent in retail stores, totaling $2.1 trillion by the end of the year–up from 14 cents of every dollar spent in 2013, according to Deloitte’s latest study, “The new digital divide: The future of digital influence in retail.”

For many years concerns about “digital divides” centered primarily on whether people had access to digital technologies. Now, those worried about these issues also focus on the degree to which people succeed or struggle when they use technology to try to navigate their environments, solve problems, and make decisions.

Two-plus years on from the launch of the Viewability Guidelines for desktop display and video ads, there continues to be a great deal of discussion around viewability across the industry.  We understand the focus on this, given its importance and the difficulties that are always inherent to a shift in an industry’s currency measurements, but we also believe the debate is overly focused on analyzing the limitations of viewable impressions rather than understanding their intent.

Nielsen’s latest State of The Media: Audio Today report profiles radio’s significant national audience while also considering Black and Hispanic audiences. Combined, those two groups represent more than 73 million weekly listeners, and spend more time with radio each week than any other.

Today’s consumers, especially Millennials, are more discerning than ever and demand to have experiences that put them first.  

Nielsen announced that by mid-2017, it will provide all electronic measurement in its local television ratings across all 210 designated market areas (DMAs). Nielsen will incorporate Return Path Data from set-top boxes and other electronic measurement into local services, including the 140 TV markets currently measured by paper TV diaries. The integration of Return Path Data will pave the way for the retirement of paper TV diaries in early 2018.

As we begin celebrating Hispanic Heritage month at ThinkNow Research, recent Pew Hispanic data has us thinking about how the changing Hispanic demographic can be reached effectively through their heritage.

Between 2007 and 2014, the U.S. Hispanic population grew annually on average by 2.8% (its pace of growth has been an even slower 2.4% between 2010 and 2014). This was down from a 4.4% growth rate between 2000 and 2007 and down from 5.8% annually in the 1990s. As a result, the Hispanic population, once the nation’s fastest growing, has now slipped behind Asians (whose population grew at an average annual rate of 3.4% from 2007 to 2014) in its growth rate.

The growing field of marketing attribution is getting some much-needed help from the world of software. Algorithmic attribution, a more software-driven approach to marketing attribution, is leaving behind traditional “last-touch” and “first-touch” attribution models in favor of sophisticated computer-generated statistical models that help companies better optimize media spending and consumer targeting.

The Council for Research Excellence (CRE) unveiled findings from a pair of research studies designed to build on the organization’s previous work to help answer the question, “What is it to Watch TV?” in today’s multi-screen world.