Research

Hispanics today are actively seeking homeownership opportunities. They view owning a home as part of their social and economic well-being and are more than ever financially prepared for it.  by Lee Vann – Capture Group

Early in the internet age, Hispanics were on the wrong side of the digital divide, lagging the general population in terms of internet access. Now, the majority are internet users, though Hispanics still underindex a bit for internet penetration.

Doling out $600 billion annually and poised to inherit $30 trillion from their Baby Boomer parents, Millennials are quickly gaining massive purchase power and influence.

Most of Gen Z — the generation born after 1995 — still aren’t old enough to buy alcohol, get married or hold their first job. But they’re already flexing their consumer muscles. More than 70 percent of Gen Zers surveyed for the NRF/IBM “Uniquely Gen Z” study released earlier this year say they influence family spending on everything from electronics and vacations to everyday household items.

Since 2011, consumer spending in the foodservice channel has seen significant growth, with U.S. diners now spending, on average, $144 per month on food prepared outside the home — $25 more than two years prior — according to new research published in the third edition of The Why?

ThinkNow Research revealed in its latest study ThinkNow Money™ Report 2017 that although U.S. Hispanics are the highest users of smartphones, they are not rapidly adopting mobile-app based payment methods. The study found a low level of awareness of mobile wallet options with more than 20% of Hispanics having never heard of Apple Pay, Samsung Pay and Android Pay.

TV ads consistently outperformed other options from 2010-2016 with up to seven times the relative lift over paid search and five times better than display advertising, according to a study from Neustar.

Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.  by Mario Carrasco / ThinkNow Research

The way people consume media is changing almost before our eyes, with new ways to watch and new devices on which to do so. This multitude of consumption options and increasingly intense competition for viewers’ time is changing audience habits, too. As the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.  By Danny Townsend and Glenn Lovett, Global Managing Directors, Nielsen Sports

A new analysis of insights from Nielsen’s fourth-quarter 2016 Comparable Metrics Report found that over 92% of all viewing among U.S. adults (18+) happens on the TV screen.

Ten of the 15 fastest-growing large cities were located across the South in 2016, with four of the top five in Texas, according to new population estimates released by the U.S. Census Bureau.

In a newly released global study by GfK, more than half (53%) of US consumers agree that “experiences are more important than possessions” – compared to only 2% who disagree. In addition, nearly a third (29%) say they “would rather have more time than more money” – while 12% disagree with that statement.

Pew Research Center surveys find that seniors are also moving towards more digitally connected lives.

With a rising disposable income and a desire for luxury, millennials are giving a boost to travel brands—most notably airlines and cruise lines—according to new research from The Harris Poll’s 29th annual EquiTrend Study, which measures brand health over time.

REVOLT announced a new research study, Gen Z & The Engagement Economy, which explores the broadest measurement of Gen Z’s media usage to date – from music streaming services, emerging social and OTT video platforms, to eSports participation; how Gen Z is using social differently, and what marketers can do to better engage them.

TV viewers have an abundance of devices at their disposal to watch content whenever and however they want. But in the US, the big screen is still their preferred access point.

“Millennials” – no age group in the past 5 years has been talked about, analyzed and studied more by marketers. However, we still frequently ascribe the same characteristics and generalizations to the entire generation.  When, in reality, Millennials are a diverse, complex group with varying lifestyles and media habits.

Euclid Analytics revealed the results of its Evolution of Retail, 2017 Generation Z Shopper survey report, which highlights the shopping behavior of Generation Z (Gen Z) consumers, alongside other consumer shopping behavior and preferences.

Asian American women are shaping brands and products through trendsetting buying behaviors heavily influenced by a global perspective and multicultural sensibility.

Following industry reports that indicate millennials spend 54 percent of their TV viewing time streaming content rather than watching traditional live programming, ANATOMY MEDIA, released the results of its 2016 “Millennials at the Gate” report, which provides an in-depth look at the streaming, ad blocking and piracy behaviors of young (18-24) adults.