CTV has pushed total TV usage up, to almost 90% (88%) reach during the second quarter of last year.
Asian-American Articles
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Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
9 in 10 US Adults Now Own A Smartphone
There have been marked increases in smartphone ownership among older adults and Hispanic adults.
Social Media Platforms’ User Demographics Update and Trends
TikTok and WhatsApp are fast-growing platforms with some unique characteristics.
Multicultural Media Reportedly Accounts for Only 5% of US Marketing & Advertising Spending
The share of US marketing and advertising spend allocated to multicultural media hasn’t changed in the past 5 years.
The US Hispanic Population Continues to Grow Quickly
Multicultural Americans will account for close to 46% of the population by 2029.
US Median Household Income Fell Last Year
The top 5% of households accounted for almost one-quarter (23.5% share) of aggregate income last year.
Almost Two-Thirds of All Americans Play Video Games
Video game players say the activity occupies one-quarter of their total entertainment time.
The US’ Increasing Diversity: Asian-Americans the Fastest-Growing Group
The median age for the US Hispanic population in 2022 was 30.7, compared to the national median of 38.9.
Asian-Americans Spend More Time Streaming Than Watching Broadcast and Cable TV, Combined
Almost one-quarter of Asian-Americans’ TV time in January was spent with just YouTube and Netflix.
How Much Time Do US Adults Spend Watching TV?
Time spent watching TV is largely stable compared to pre-pandemic days, but how Americans engage with TV has changed.
TikTok Shop Makes Gains in Popularity
TikTok Shop looks like it could be a fruitful channel for smaller companies.
Consumers Are Less Interested in DE&I and CSR Messaging in Ads
By contrast, they’re more interested in ads that provide product information and discounts.
Netflix is Still Viewers’ Favorite Streaming Platform
Prime Video and Hulu seem to be on the ascent.
Older Women Don’t Feel Positively Represented in Advertising
Women ages 50 and older are more likely to feel that older women are portrayed negatively than positively in advertising.
CMOs: Tenure Remains Low; Women Constitute Majority for the First Time
Some 51% of CMOs at 100 of the most-advertised US consumer brands last year were women.
How Much Does Age Factor into Identity?
The most important factors in determining identity formation are life experience, health and fitness level, psychology, and religion/spirituality.