Research

The April 2014 Audio Today report reveals that the national radio listening audience has hit an all-time high, with over 244 million Americans (age 12 or older) tuning in each week.  We also devote the majority of the report to examining the 40 million Hispanic listeners who happen to be radio’s most engaged listeners.

The Share of U.S. Hispanics Who Are Foreign Born is in Decline … as Hispanic Immigrant Population Growth StallsAfter four decades of rapid growth (Brown, 2014), the number of Latino immigrants in the U.S. reached a record 18.8 million in 2010, but has since stalled, according to a Pew Research Center analysis of U.S. Census Bureau data.  Since 2000, the U.S.-born Latino population continued to grow at a faster rate than the immigrant population. As a result, the foreign-born share of Latinos is now in decline.  By Jens Manuel Krogstad and Mark Hugo Lopez

I think its official – Hispanic Millennials are on the top of most of Hispanic marketer’s minds these days. As I’ve discussed in past articles, all the buzz and excitement around Hispanic Millennials has led to a lot of research that has only started to scratch the surface into this complex and largely misunderstood segment of the Hispanic market. This is why my agency, Sensis together with our partners at ThinkNow Research have decided to undertake an ambitious research initiative called The Hispanic Millennial Project.  By Jose Villa – Sensis

How would Hispanic Millennials describe their ideal work situation? And what are they doing now to make sure they land their dream jobs in the future?  As part of its newly released 2014 study, Tr3s asked Hispanics ages 19 to 34 about how they’re preparing for a satisfying career.

SSG’s ’10 Most Influential States’ reveal the evolution towards a new mainstream. The transformation is evident in these leading TM states has vas impact on immediate growth opportunities and quarterly corporate outcomes. This is the first in SSG’s continuing review of economic and behavioral game-changing factors, starting with populations shifts. Half of the US population and two-thirds of the US overall growth is generated by the Top TM states collectively. By 2020, Multicultural segments will become the majority segment in these 10 states as a group.

At the end of 2013 at the Center for Hispanic Marketing Communication at Florida State University we conducted a survey of 735 Hispanics, 647 non-Hispanic Whites, 744 African Americans, and 732 Asians. The data was collected courtesy of Research Now, under the supervision of Ms. Melanie Courtright and Dr. Kartik Pashupati.  By Felipe Korzenny, Ph.D.

What categories reap the benefits of teen spending? In its April 2014 “Taking Stock with Teens” survey—the 27th semiannual edition—Piper Jaffray found that food grabbed the most dollars from this young demographic, beating out clothing for the first time in the history of the survey (20.8% vs. 20.7%). This change led Piper Jaffray to refer to the group as the “experience-seeking generation,” indicating a shift in teen spending away from tangible items.

When Hispanic young adults think about their experiences in the working world, do they feel that being Latino is an advantage or disadvantage?

In celebration of the 44th annual Earth Day, DDB Worldwide today announced findings from the 2014 DDB Life Style Study (LSS), which indicates that across both attitudinal and behavioral measures, race is one of the best predictors of “green” living.

“Business Trends 2014: Navigating the next wave of globalization” explores nine trends that are currently reshaping the business environment, driven by long-term, potentially irreversible, shifts in the global economy.

The need to appeal to this growing shopper base is clear, but understanding the influences of Hispanic shoppers and cuisine is far more complex. However, retailers who learn these shoppers’ preferences—particularly in the fresh foods space—will benefit as the group’s spending power continues to climb.  

The American public anticipates that the coming half-century will be a period of profound scientific change, as inventions that were once confined to the realm of science fiction come into common usage.

In Jacobs Media’s new study of core radio listeners, the impact of digitally delivered media continues its rise, providing both opportunity and challenges to traditional radio broadcasters.  The media habits of 11 different format core audiences, along with five generations, are examined in this mega-survey of radio listeners.  From Boomers to Millennials, different patterns of consumption emerge.

Piper Jaffray has completed its 27th semi-annual Taking Stock With Teens market research project, which signals a potential point of stability, with spending contracting by just 1% from Fall 2013, compared to sequential declines in the mid-single digits previously.

A consortium of six companies announced today a cross-industry study to drive thought leadership in marketing to Hispanics. The consortium members include IRI, Latinum Network, Univision, Telemundo Media, UM, and Rentrak. The consortium will enable marketers to maximize the multi-platform impact of advertising to Hispanics by developing best practices around strategy and performance measurement. The consortium’s mandate is to help marketers, advertisers and retailers develop effective marketing strategies to best serve Hispanic consumers.

Every time I look around, we’re growing.  Latinos, that is, along with entities to which Latinos belong.  Two recent examples struck me as indicative.  By Carlos E. Cortés / Univision Consumer Insights

The 2008 economic crash had a profound impact on the hopes and dreams of young adults coming of age in recent years. They grew up in boom times, forever optimistic about their futures–but today’s economy presents challenges they never expected. In this “next normal,” how have their career aspirations and experiences changed? And when there’s time for play, what do they do to unwind?

Half of Americans (50%) who are aware of advertising don’t trust what they see, read and hear in advertisements.  44% think that advertisements are dishonest.  A clear majority (58%) thinks that there should be stronger requirements for proving claims in advertising.

The National Grocers Association (NGA) and the Center for Multicultural Science (CMS) recently conducted the first study to estimate how much the Hispanic shopper spends in the independent retail grocery channel.   The study found that Hispanics spend an estimated $22.8 billion in retail grocery stores (or 17% of the total estimated annual sales of the independent retail grocery channel).

Sensis together with ThinkNow Research  launched a new research initiative focused on U.S. Hispanic millennials. The research study, titled “The Hispanic Millennial Project” provides a comprehensive look into Hispanic millennials, including comparing them with non-Hispanic millennials, as well as their Hispanic counterparts age 35 and older.