Research

Conventional wisdom has depicted millennial men as the weaker sex of their generation—slower than millennial women to get their act together as financially independent adults. As they’ve gotten older and as the Great Recession has subsided, the men have at least partly outgrown that stereotype, to the extent it was ever accurate.

Hispanics are the nation’s youngest racial/ethnic groupYouth is a defining characteristic of the U.S. Latino population. About six-in-ten Latinos (61%) in the U.S. were 35 or younger in 2016. The number of young Latinos –35 million – increased 20% from a decade earlier, making it one of the largest and fastest-growing youth populations in the country. With a median age of 28, Latinos are also the nation’s youngest major racial or ethnic group.

The poverty rate dropped consistently every year from 2015 to 2017 — a total of 2.5 percentage points — to a rate of 12.3 percent in 2017.

Radio is America’s top weekly reach platform, both overall and with Black and Hispanic consumers—75 million of whom tune in each week. This Audio Today report profiles those audiences, their listening preferences, technology trends, and the unique value they offer to advertisers with a “sound strategy.”

The report  is an in-depth look at topics of interest for the second largest generation group in the U.S. and a major player in the marketing world.

The number of persons age 2 and older in U.S. TV Households is estimated to be 305.4 million, which represents a 0.3 % increase from last year. Increases in U.S. Hispanic, black and Asian TV households were also seen, due to estimated increases in population growth.

These days, it’s the rare CEO who doesn’t know that businesses must become analytics-driven. Many business leaders have, to their credit, been charging ahead with bold investments in analytics resources and artificial intelligence (AI). Many CEOs have dedicated a lot of their own time to implementing analytics programs, appointed chief analytics officers (CAOs) or chief data officers (CDOs), and hired all sorts of data specialists.

The year 2030 marks an important demographic turning point in U.S. history according to the U.S. Census Bureau’s 2017 National Population Projections. By 2030, all baby boomers will be older than age 65. This will expand the size of the older population so that 1 in every 5 residents will be retirement age.

Technology is transforming Latinx consumer behavior, from shopping to communication and media consumption, according to Descubrimiento Digital: The Online Lives of Latinx Consumers, released by Nielsen. The majority (60%) of Latinx consumers were either born or grew up in the internet age, compared to 40% of non-Hispanic Whites. This means today’s Hispanic consumers didn’t transition to the internet; they were raised with it.

The furor over whether brand attitudes predict or follow behavior made me take a step back and re-examine my own beliefs about how attitudes and behavior interact. Assuming that ‘it’s complicated’ is not helpful, I have tried to map out a framework for thinking about how the two affect each other.  by Nigel Hollis

Once every 10 years, the U.S. Census Bureau undertakes a gargantuan task, one that the founding fathers of the United States considered so important they mandated it as part of the Constitution. The decennial census exists to compile an accurate count of every person living in the U.S. and to record basic demographic data such as age, sex, and race. Its primary purpose is to serve as an underpinning for the country’s representative democracy, making sure each community gets the right number of representatives in Congress and that public funds are equitably distributed.  By Michael J. McDermott

54% of U.S. teens say they spend too much time on their cellphones, and two-thirds of parents express concern over their teen’s screen time. But parents face their own challenges of device-related distraction.

Traditional and new television distributors seeking to retain and acquire customers in an increasingly competitive market should focus on super-serving Black consumers, who have consistently proven to be some of TV’s best audiences, according to Horowitz Research’s FOCUS Black: The Media Landscape 2018 report.

Women started an average of 1,821 new businesses per day in the U.S. between 2017 and 2018, according to analysis in the 2018 State of Women-Owned Businesses Report, commissioned by American Express. This level of new business formation by women is greater than the daily average during the pre-recession period from 2002 to 2007 (714), the recession and recovery period between 2007 and 2012 (1,143), and the post-recession period between 2012 and 2017 (952).

Growing faster than the general population and maintaining income and education rates higher than any other racial or ethnic group, Asian Americans continue to make gains as tech-enabled influencers with unlimited potential. Asian Americans have the added advantage of maintaining ties with brands based in their native countries that are global leaders in smartphone manufacturing, social media and online commerce.

As the back-to-school shopping season heats up, a new report from Morning Consult finds a majority of parents plan on spending at least $200 on their child’s back-to-school shopping.

The major trade associations representing the advertising industry — are jointly writing to express opposition to the addition of the new census question that asks, “Is this person a citizen of the United States?”

America’s coastline counties — those directly adjacent to the Atlantic Ocean, Pacific Ocean, or Gulf of Mexico — were home to about 94 million people in 2016, or about 29 percent of the total U.S. population.

With so many video options available today, it’s easy to get tunnel vision—especially when it comes to newer options like streaming and connected TV. But, despite the variety of devices and channels Americans now have to choose from, TV viewing remains their top media option.

Marketers want to follow customers in real time, but outdated technology often stands in their way.