Research

by Jose Villa / Sensis Whenever someone first gets involved in Hispanic marketing, they inevitably come across a series of universally accepted “truths” about Hispanic consumers and how to market to them. While some of these truths have faded as the market has evolved over the last 50 years, some continue unchallenged. But as anyone who is deeply involved in marketing to Hispanics today will tell you the market has evolved as quickly as it’s grown. Today’s modern Hispanic marketer understands everything we think we know about Hispanics has to be questioned

The bite mobile is taking out of desktop internet use keeps getting bigger. The Media Behavior Institute monitored US study participants and found that the mobile phone and tablet were drawing down the percentage of internet users who turn to the computer in a given week: The percentage on desktop slipped by 5 points between the six-month period ending in July 2012 and the six-month period ending in January 2013.

The public’s knowledge of science and technology varies widely across a range of questions on current topics and basic scientific concepts, according to a new quiz by the Pew Research Center and Smithsonian magazine.

In our last two posts, we’ve highlighted how Hispanic young adults have been affected by the difficult economy and how they’re behaving differently as a result. Jobs can be tough to come by — and many entry-level positions don’t pay well. As Hispanic young adults seek more solid financial footing, they’re putting off the traditional rites of passage into adulthood like getting married. In the meantime, while focusing on career and money goals, they’re content to continue living at home with Mom and Dad. By Insight Tr3s

Hispanic report white paper “The influence of the growing Hispanic population on American culture” can be felt everywhere from the food we eat to the music we enjoy to even the ways we celebrate. Future generations will be even more influenced by Hispanic culture. In fact, nearly a quarter of Americans ages 6 to 34 are Hispanic or of Latin origin (up from 19% in 2006) compared with 12% of Americans age 35 and older who are Hispanic today (up 10% in 2006).

For years, marketers have classified 18-35 year olds as “Millennials,” because they share similar characteristics. However, there is value in segmenting this generation further into older (27-35) and younger (18-26) Millennials when looking at financial attitudes, as this generation experienced the recession and, thus, its effects in vastly different ways. Though all Millennials were affected in some way by the recession, younger Millennials, compared to older Millennials at the same life stage, have been more substantively impacted in several ways.

Piper Jaffray has completed its 23rd semi-annual “Taking Stock With Teens” survey, which indicates improving discretionary spending across multiple categories for both upper- and average- income teens.

Symphony Advanced Media (SymphonyAM) and The Coalition for Innovative Media Measurement (CIMM), released findings from their single-source media effectiveness study that directly links passive measurement of actual advertising exposure to consumer response results.

Even as the economy improves, 94 percent of Americans indicate they will remain cautious and keep their spending for food, beverage and household goods at its current level, according to Deloitte’s 2013 American Pantry Study.

Young adults are a crucial segment for businesses and advertisers. As the 18-24-year-old demographic expands faster than any other young age group, so does its viewing and purchasing power. Today’s 17-year-olds will play a significant role in the young adult segment of the future, which is why it’s crucial to get to know them now in order to better understand who they’ll be tomorrow.

Who are Today’s Teens?

The Global Information Technology Report 2013 assesses how well information and communications technology is being deployed worldwide to create growth and jobs and deliver social benefits.

As April 15th approaches, everyone who has earned money this year is making sure they’ve given Uncle Sam his due. As a result, it’s that time of year for reflecting on matters of money — a particular concern for young adults, who have come-of-age during a recession and have been disproportionately affected by it. At an age when previous generations were establishing careers, starting families, and buying houses, today’s young adult is still await the expansive opportunities that were promised to them. For many – Hispanics in particular – those prospects have yet to appear. By Insight Tr3s

New research from Euromonitor International identified Argentina, Chile and Mexico as the top markets in per capita consumption of carbonates worldwide, making the region one of the most important worldwide for carbonate manufacturers.

As part of the National Park Service’s mission to tell the full story of America’s history, the Service is releasing the “American Latinos and the Making of the United States: A Theme Study,” which focuses on the contributions of Latinos to our national heritage and culture.