Trends
Young adults in U.S. are much more likely than 50 years ago to be living in a multigenerational household
Multigenerational living – that is, living in a household that includes two or more adult generations, typically consisting of those ages 25 and older – has increased among all age groups over the past five decades. But the increase has been fastest among adults ages 25 to 34. In 1971, similar shares of adults across age groups lived in a multigenerational household, but by 2021, young adults were far more likely than older Americans to have this type of living arrangement.
Broad Variations in Age Structure By State and County
Florida’s median age in 2021 was 42.7, higher than the national median of 38.8 and that of neighboring Georgia (37.5). But even within Florida, the age structure varies widely, from 32.1 in Leon County to 68.3 in Sumter County — the highest median age of any county in the nation.
Nearly Six in 10 U.S. Workers Say Their Paycheck Is Not Enough to Support Themselves or Their Families
Nearly six in 10 U.S. workers are concerned their paycheck is not enough to support themselves or their families as employees look to keep up with the rise of inflation, according to the latest American Staffing Association Workforce Monitor online survey.
Families Prioritize Back-to-School and College Spending Amidst Rising Inflation
As inflation continues to rise, one-third of consumers (38%) said they are cutting back in other spending areas to cover the cost of items for the upcoming school year, according to the annual survey released by the National Retail Federation and Prosper Insights & Analytics. Families expect to spend more per person on both K-12 and college items this year as a result of higher prices.
Nation Continues to Age as It Becomes More Diverse
The last two decades have seen the country grow continuously older. Since 2000, the national median age – the point at which one-half the population is older and one-half younger – has increased by 3.4 years, with the largest single-year gain of 0.3 years coming in 2021, bringing it to 38.8 years, according to newly released 2021 Population Estimates from the U.S. Census Bureau. Median age for most states also increased from 2020 to 2021, indicating their populations are getting older overall.
Edison Research’s “Share Of Ear” Q1 2022: Among Registered Voters, AM/FM Radio Dominates Ad-Supported Listening With A 75% Share, Podcasts And AM/FM Radio Streaming Surge, And AM/FM Radio Has An 89% Share In The Car
The Q1 2022 report provides an opportunity to study listening among key voter segments and examine ad-supported audio use by location and demographic.
Global 2022 Gen Z and Millennial [REPORT]
They are struggling with financial concerns, while trying to invest in environmentally sustainable choices. They feel burned out, but many are taking on second jobs, while pushing for more purposeful—and more flexible—work. They press their employers to tackle climate change, particularly when it comes to efforts they can get directly involved in, but businesses may still be missing opportunities to drive deeper and broader climate action. And they have inspired organizations to take action to address workplace mental health challenges, but many don’t feel this is resulting in any tangible change for employees.
A decade of shopping shows mums are the biggest influencers
Inter-generational loyalty; children continuing the shopping habits of their parents when they set up their own household, is the biggest driver of FMCG unit growth. Brands of the Decade, a new analysis of shopper behaviour since 2012 shows that, in 2021, branded FMCG items were chosen a total of 382 billion times, up 16% compared to a decade before.
Sports fandom is increasing, powered by new digital platforms [REPORT]
Study by Nielsen and LaLiga Tech shows younger viewers are following more sport than older counterparts, but with a heavy preference towards streaming and mobile experiences, including Fantasy games.
Marketing in the metaverse: An opportunity for innovation and experimentation
Talk of the metaverse has been ubiquitous over the past several months. In 2021, internet searches for the term increased by 7,200 percent. In December, Facebook rebranded itself as Meta, and CEO Mark Zuckerberg declared his ambition to “help bring the metaverse to life.” A month later, Microsoft said that its proposed acquisition of gaming giant Activision provided “building blocks for the metaverse.”
U.S. teens are more likely than adults to support the Black Lives Matter movement
American teenagers are more likely than adults to express support for the Black Lives Matter movement, according to two Pew Research Center surveys fielded this spring.
Americans Are Adopting Ad-Supported Streaming Services at a Faster Rate Than Non-Ad Subscription-Based Streaming Services
Comscore, Inc. announced that ad-supported streaming services (AVOD) are seeing adoption at a faster rate than subscription-based services (SVOD), with a 29% increase in U.S. households streaming AVODs in 2022 compared to 2020 vs a 21% increase during the same period for SVODs.
Loneliness in gen Z
Younger generations are expressing a need for deeper engagement and more authentic social interaction, but can they find it online?
Q1 2022 Global Connected TV (CTV) Ad Supply Chain Trends [REPORT]
Pixalate released the Q1 2022 Global Connected TV (CTV) Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic CTV advertising through Q1 2022.
46% of Adults Watch Video via a Connected TV Device Daily
ew consumer research from Leichtman Research Group, Inc. (LRG) finds that 87% of U.S. TV households have at least one Internet-connected TV device, including connected Smart TVs, stand-alone streaming devices (like Roku, Amazon Fire TV sticks or boxes, Chromecast, or Apple TV), connected video game systems, and/or connected Blu-ray players. This compares to 80% with at least one connected TV device in 2020, 69% in 2017, and 38% in 2012.
Gen Z Demands Diversity & Inclusion, Upvotes Brands That Level Up
America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts. By Mario X. Carrasco
Inflation and Interest Rate Hikes Weigh on Consumer Sentiment in May
Consumer confidence dipped slightly in May, after rising modestly in April. The decline in the Present Situation Index was driven solely by a perceived softening in labor market conditions. By contrast, views of current business conditions—which tend to move ahead of trends in jobs—improved.
4 things retailers need to know about inflation
As the United States experiences record levels of inflation, the prices of goods and services are continuing to climb. Consumers and retailers alike are feeling the pinch and wondering what’s next.
HMC devotes a week of its annual summit to latest multicultural research
As more brands commit to DEI practices and increases in multicultural investment, the Hispanic Marketing Council (HMC) has devoted a week of its free and virtual 2022 Annual Summit to business-building multicultural research, featuring leaders from Kantar, ThinkNow and Claritas. Moderated by HMC Research Chair Nancy Tellet, founder, brand & consumer navigator at PureClarity LLC, these webinars will cover inclusive advertising, investing and money management, and consumer behavior.
A $300 billion opportunity: Serving the emerging Black American consumer [REPORT]
For decades and decades, Black consumers have been regularly overlooked by companies that don’t see them as a priority demographic. Black consumers continue to be underserved in areas such as food, housing, healthcare, broadband, and banking. Essential needs are going unmet because of decisions made by companies. Yet these companies may well be missing the chance to cultivate a significant emerging market. With a little ingenuity and deeper analysis, companies may find that serving the Black American consumer will allow them to tap into significant value while contributing to a meaningful economic revival.
