Research

As forms for the 2010 U.S. Census arrive in households across the nation this week, a new Pew Research Center survey finds nearly universal awareness of the census, with 94% of Americans saying they have heard of the census and 79% having heard something recently about it. Nearly nine-in-ten Americans (87%) now say they definitely or probably will fill out and return their forms, or have already done so. This represents a six-point increase in likely participation since January.

The recent activation of the 2010 Census should be a reminder to all of us on how far Hispanic market thinking has evolved since the last iteration of the Census in 2000. Over the course of the past 10 years, thousands of customized research projects have been commissioned by companies, secondary data from Pew and others has been widely distributed, blogs have been written and twittered daily… the list goes on. By Miguel Gomez Winebrenner. Available on HispanicCMO.com

After the Food & Drug Administration loosened its rules in 1997 on direct-to-consumer (DTC) drug ads, pharmaceutical companies ramped up marketing budgets to promote their products through media advertising. Category spending expanded at 40-50% annual rates over the next several years, raising the profile of the industry on both Madison Avenue and Main Street, while also helping drive growth of the overall advertising economy. DOWNLOAD REPORT HERE.

A new study has discovered that a key market demographic — teenage girls — is still driving profit, despite the grinding recession, in ways that almost no one had imagined. Euro RSCG Worldwide PR released its much-anticipated white paper “The Teenage Girl as Consumer and Communicator,” which reveals that the teenage girl contradicts almost all cultural stereotypes related to spending and communication.

The 2010 U.S. Census is expected to find that Hispanics number more than 50 million in this country, and they command $1 trillion in buying power. Yet 50% of U.S. advertisers, who acknowledge the cultural impact of Latinos, do not include Hispanics in their marketing efforts. The field is wide open for companies that recognize the incredible power of Hispanics as a driver of their businesses.

A study conducted pro bono by Encuesta, Inc. in November 2009 compared how U.S. Hispanics and non-Hispanics perceived brands available in the U.S. marketplace, specifically which brand they thought as “best overall,” “most trustworthy,” “cares most about the community,” and “best in advertising or promotions”. The current findings are compared with the findings from a similar study conducted in February 2005 by Encuesta, Inc.

The overwhelming majority of Americans (92%) use multiple platforms to get their daily news, according to a new survey conducted jointly by the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism.

In contrast to the Super Bowl, the primetime Winter Olympic TV audience is predominantly female, according to an analysis of primetime Winter Olympic viewership data through February 21. An estimated 56% of Olympic viewers are female, while 44% are male. Super Bowl viewership was almost the exact opposite, with its audience composed of 54% males and 46% females.

Generations, like people, have personalities, and Millennials – the American teens and twenty-somethings who are making the passage into adulthood at the start of a new millennium – have begun to forge theirs: confident, self-expressive, liberal, upbeat and open to change. DOWNLOAD REPORT HERE.