Research

With July 4th approaching, more than 60 percent of Americans say the nation is more divided as a country now than it was 10 years ago, with even higher percentages saying America is at least as fragmented now as it was during the Great Depression, Vietnam, and Watergate. And perhaps most strikingly, one in five Americans doubts that America will remain united as one country.

While your phone book might be collecting dust, consumers still have a need for the type of information it contains. But in today’s digital world, they’re more inclined to look for it on the Web. According to a study conducted by Nielsen, a whopping 85 percent of consumers find local business information online, where reviews, store hours, deals and maps are just a click away.

For Hispanic Adult Millennials, it’s cool to be pragmatic. Being smart with their money may be borne of necessity, but they find it fun to be thrifty. Their practicality does have an enemy, however – and that’s convenience. Because they’re often very busy, sometimes they just go with whatever is easiest. By Insight Tr3s

Financial headwinds are the new normal, and U.S. consumers are feeling the effects across the board. Whether it’s spiking food and gas prices, surging energy bills, mounting health care costs, higher payroll taxes, or all of the above, rising costs of living are putting the squeeze on everyone’s wallets.

So how do marketers approach a base of consumers that’s struggling to keep their heads above a rising tide? A key first step is gaining a solid understanding about how people are fighting the economic challenges. By comprehending specific consumer difficulties, marketers can design appropriate strategies and tactics to help consumers navigate rough economic waters.

A few weeks ago, iMedia hosted its InFocus Summit, which placed a spotlight on digital women and moms. Many of the speakers discussed how brands are not reaching this powerful audience, and the need for marketers to bridge this gap. I agree: It’s time for brands to focus on a woman’s interests and priorities, rather than her gender or age.

Marketers should get off the millennial bandwagon, says Carol Phillips, founder and president of Brand Amplitude, an insights-based brand strategy firm. While many in the demographic still have some shared values, there are different life stages, education levels and needs among its members that should be considered. Phillips spoke with eMarketer’s Danielle Drolet about the need to segment the demographic in order to reach millennials more effectively.

From their money to their media, Boomers and Millennials exhibit vastly different behaviors and habits. Yet, despite being born 30 years apart, these two mega-generations have something in common: they’re in demand by advertisers wishing to attract their attention and their dollars. Understanding how to reach these consumers and capture their hearts with appropriate creative is crucial.

It’s a rare brand that has all its marketing channels managed under one roof. Far more typical is the model where some channels are managed in-house, and others are managed by one or more ad agencies. Perhaps digital and traditional channels are at separate agencies, or brand marketing and direct-response marketing are similarly split. Or maybe different lines of business, business units, or geographic divisions engage with different sets of agency partners.

The nation’s Latino population is diverse. Represented among the 51.9 million Latinos in the United States are individuals who trace their heritage to more than 20 Spanish-speaking nations worldwide. But one group—Mexicans—dominates the nation’s Latino population.

June is here and wedding season is upon us. But with the marriage rate in the U.S. declining since the 1950s, there’s no doubt that this is an institution in transition. Are Hispanic adult Millennials participating in this trend? To answer that question, Tr3s’s new research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty, takes a close look at how young Latinos today feel about marriage. The following are some key findings from Tr3s’s analysis. By Insight Tr3s

An overwhelming share of America’s lesbian, gay, bisexual and transgender adults (92%) say society has become more accepting of them in the past decade and an equal number expect it to grow even more accepting in the decade ahead. They attribute the changes to a variety of factors, from people knowing and interacting with someone who is LGBT, to advocacy on their behalf by high-profile public figures, to LGBT adults raising families.

Choice is a significant contributor to the growing fragmentation in the media market, as well as an unprecedented availability of consumer data. Consumers now have myriad platform, device, viewing occasion and product choices, and they’ve baked most of these choices into their everyday lives. This proliferation of choice, however, has created a spider-webbing of options for marketers to keep track of.

Father’s Day is this weekend, and to celebrate Tr3s is revealing more of its latest research on today’s young Hispanic parents from its 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty. Last month in our blog, we showed that young Hispanic parents today are not gatekeepers but fortress keepers. They decide carefully what to keep out of kids’ lives and are very selective about what they let in. And fortress keepers aren’t just moms – young dads are also highly involved in controlling their children’s environments. By Insight Tr3s