Research

A new poll released this week by Marketplace® and Edison Research indicates fewer Americans describe themselves as anxious about their financial situation than they have in the past four years. And while fewer people are losing sleep over concerns about their personal financial situation, the Economic Anxiety Index® score for Democrats and Independents remained relatively unchanged since 2018, but it is dramatically lower among Republicans.

Population Reference Bureau (PRB) released its preview of results from the upcoming 2020 U.S. Census, providing a look at key population and housing trends that will shape the United States in 2020 and beyond.

According to “La Ola de la FIFA” study that was commissioned by NBCUniversal Telemundo Enterprises in a partnership with Horowitz Research, women’s soccer fandom is mainly driven by Hispanics, with more than half (58%) describing themselves as fans of women’s soccer compared to 39% of non-Hispanics. One quarter (24%) of Hispanics consider themselves as die-hard fans compared to just 6% of non-Hispanics.

In this episode of the McKinsey Podcast, Simon London speaks with McKinsey senior expert Biljana Cvetanovski and partner Jason Heller about the next chapter of marketing, which is focused on digital—across many touchpoints—and the role of the chief marketing officer (CMO) as the architect of a company’s growth engine.

The global data economy is multiplying exponentially as digital consumers become veritable oil wells of personal data.

The industry is at a crossroads when it comes to measurement across channels and devices, as consumers migrate to viewership on different devices and over the top (OTT) channels.

This is an industry-leading effort to create cohesive guidelines for brand safety across fraud, malware, and content adjacencies, giving marketers the tools needed for safer deployment of digital advertising, and helping brands and agencies devote less time and effort to detect, report, address, and avoid brand safety risks—and more to your core remits of performance and brand building.

Recently arrived immigrants have increased as a share of U.S. foreign-born populationRecently arrived U.S. immigrants are a growing part of the nation’s foreign-born population, which reached a record 44.4 million in 2017. Overall, their profile differs from immigrants who have been in the country longer.

Have you turned on the TV today? What about the radio? You’ve probably used an app on your smartphone. Maybe you bought ingredients for dinner at the store or purchased a new bottle of shampoo online.  All of these activities are simple, everyday actions. But in today’s vast, interconnected and, frequently, digital world, they’re also valuable data points.

The years since I left the Silicon Valley to lead a company (Geoscape) providing data, analytics, research and technology have taught me quite a few lessons. My initial focus was international — Latin America especially but also Europe and Asia — and in the early 2000’s we began to put all our energy into developing data analytics and technology platforms to facilitate use and action based on relevant data and techniques to help companies navigate the American cultural terrain. In the beginning I felt resistance on the part of marketers to embrace these analytic techniques yet over a period of time many companies embraced the approach, leading to hundreds of fruitful business relationships across industries.  By Cesar Melgoza – Founder & CEO of Geoscape

Never in the history of marketing has so much been said about a generation as millennials. We think we know them – they are super-connected, carefree and selfcentred – and those assumptions have driven our marketing decisions for years.

In the drive to build cred and radiate authenticity, making sure that your materials are fully bilingual is certainly near the top of every aspiring crossover brand’s checklist. To those on the outside trying to get in, speaking Spanish seems like an indispensable element of effective Hispanic marketing.  by Sarah Liddle is Vice President, Sales, at MRI-Simmons.

Growth in marketing budgets has stalled after continued increases in recent years. The pressure is on CMOs to contribute to the bottom line and justify spend. Today, the CMO’s challenge is to allocate budget correctly to get the most out of a company’s marketing investment.

Inspired by the rise of brands that are seeking to connect with what’s happening in the real world and weigh in on what their audiences are talking about, the study asks two important questions: How should we define culture from a consumer’s point of view? How do consumers think about culture in relation to the brand they interact with?

Knowing that the census guides how much money a community gets from the government is the most important reason for people to respond to the census, according to results from a 2018 Census Bureau survey.

Asian Americans are among the most digitally enabled and tech-adopting consumers in the country–and that plays a big role in how this group is influenced, engages with brands, seeks out information makes purchase decisions and ultimately decides which products and services to buy.

The number of foreign-born residents in the United States has ebbed and flowed over the past 165 years. By 2016, 13.5 percent of the U.S. population was foreign-born, a level that rivaled historic highs.  But what has changed considerably over time is who the foreign-born are and where they have dispersed across the country, according to U.S. Census Bureau research.

Majorities say race, ethnicity shouldn’t be considered in hiring and promotions As the United States becomes more racially and ethnically diverse, and as companies from Wall Street to Silicon Valley grapple with how to build workforces that reflect these changing demographics, Americans have a complicated, even contradictory, set of views about the impact of diversity and the best way to achieve it.

While we used to associate reading with the library and famous novelists, it’s quickly become a big part of the shopping experience. That’s because as consumers seek out products that align with their personal beliefs, inspecting labels and assessing product attributes is on the rise. And as a result, manufacturers and retailers are amplifying the attributes of their offerings by touting their key attributes.

This study looks into the different ways consumers watch digital video – going beyond dayparts, demos and/or personas. It illuminates how perception of different types of video advertising is impacted by the motivations and mindset a consumer is experiencing as they choose to watch. The analysis provides correlations between video content and attention to ads, ad relevance and ad receptivity when in these motivation/mindset states.