Research

Hispanic and black parents place high value on a college degreeToday, 86% of Hispanic parents and 79% of black parents with children under 18 say it is either extremely or very important that their children earn a college degree. By comparison, about two-thirds (67%) of white parents say the sam

The 2020 census could be the first in which most Americans are counted over the internet. In fact, if all goes as planned, the Census Bureau won’t even send paper questionnaires to most households.

Millennials, the Holy Grail of current marketing, are dedicated Pinterest users.

CafeMedia shared the high level findings of its recent study of more than 3,000 millennial women, including a super-sized Hispanic sample of more than 900 Latina millennials.

comScore will begin offering a cross-platform measurement system spanning traditional TV, over-the-top (OTT) and mobile and desktop digital viewing starting in April, in time for the television upfronts.

MediaCom has formed a partnership with The Hofstede Centre, the global centre for cross-cultural research and its parent company ITIM International.

Gen Z is pre-programmed to aspire to independence and individuality. They were raised by Xer parents who were known for their self-reliance in their own youth and wanted to instill the same qualities in their children. As young kids, Z’s were pushed to find their own way; this is in contrast to Millennials, who were heavily supported by helicopter parents.

Throughout human history, people have sought assistance from others in meeting romantic partners – and Americans today are increasingly looking for love online by enlisting the services of online dating sites and a new generation of mobile dating apps.

Today, Mexico increasingly serves as a land bridge for Central American immigrants traveling to the U.S.

YuMe, Inc. announced the results of two online surveys focused on how viewers engage with The Big Game.

New American Dimensions announced  that Raul J. Lopez has joined the firm as Principal and Chief Research Officer in order to further develop its growing portfolio of regional and national accounts.

Big data continues to be a central point of conversation in the market research world. Whether it is touted as the end of market research as we know it or the beginning of the new market researcher that weaves big data and custom research into a projection of the future, one thing is for sure, big data is here to stay.  By Mario Carrasco

The U.S. electorate this year will be the country’s most racially and ethnically diverse ever. Nearly one-in-three eligible voters on Election Day (31%) will be Hispanic, black, Asian or another racial or ethnic minority, up from 29% in 2012. Much of this change is due to strong growth among Hispanic eligible voters, in particular U.S.-born youth.

While Hispanic Americans are more likely to feel dissatisfied with their credit scores than Americans overall (37 percent vs. 32 percent), the Chase Slate 2016 Credit Outlook also finds that Hispanics are expressing a greater desire to improve their credit score over the next year (72 percent), as compared to Americans overall (66 percent).

The hard-hitting action and on-field heroics have also had a strong multicultural impact—especially among Hispanic viewers, who, according to Nielsen third-quarter Total Audience Report, spend an average of nearly 110 hours per month tuning in to live and time-shifted TV and represent more than $1 trillion in spending power.

The latest findings from Horowitz Research’s Multiplatform Content and Services, Wave 2 2015 survey reveal that streaming services, like Netflix and Hulu, have been catalysts for increased television viewing: A third (31%) of over-the-top (OTT) viewers report watching more TV overall compared to five years ago. The data show that streaming services may even drive viewership back to live TV. Among OTT viewers, 31% say they began watching past episodes of some shows online and then switched to viewing the current season live.

This study presents precise data on  the Latino electorate, registered  voters, and actual voters in  presidential elections between 1992 and 2012 with projections to 2016.

STRATA announced  it has partnered with National CineMedia (NCM), America’s Movie Network, to allow agencies to buy cinema advertising in the Spot marketplace for the first time. 

From la música to las noticias, Hispanic American adults are avid radio listeners. In fact, 97% of this population tunes in each week. And since 2011, the weekly national Hispanic radio audience has grown 11% (from 36.5 million to 40.4 million).

Digital media has reached parity with TV as a primary information source about presidential candidates (61% for both digital and TV) and political issues (67% for digital vs. 69% for TV) among registered U.S. voters, according to “The Race for the White House 2016: Registered Voters and Media and Information During the Primaries,” a new research study from the Interactive Advertising Bureau (IAB).