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Demographics & Audiences > Asian-American

Smartphone, Tablet and PC Penetration, by Demographic

February 1, 2017

More American adults have access to a smartphone than to a PC, as access to these devices moves in opposite directions, according to a recent Nielsen report [download page]. The study indicates that in Q3 2016, 87% of US adults had access to a smartphone (up from 80% during the year-earlier period), while 80% had access to a PC (down from 84%). Read more »

Social Media Represents One-Quarter of Adult Women’s Total Media Time

January 25, 2017

Among American adults, women allocate a greater share of their media time to social than any other demographic group, according to a report [download page] from Nielsen. In fact, the more than 6-and-a-half hours per week they spent with social in Q3 2016 equated to fully one-quarter of their total weekly media time, per Nielsen's figures. Read more »

Majority of US Adults Live in Cell-Only Households

January 20, 2017

A slight majority (52%) of US adults now live in households with cellphones but lacking landlines, reports GfK, with this being twice the proportion from 2010 (26%). Not surprisingly, it's Millennials leading the way in this transition, with 71% living in cell-only households. Read more »

The State of Traditional TV: Updated With Q3 2016 Data

January 11, 2017

[By MC Editor, JC Lupis] The latest quarterly TV viewing figures from Nielsen are in,¬†giving us now almost 6 years' worth of data on Americans' traditional TV viewing habits to examine. While we know at this point that youth as a whole are watching less traditional TV, what does this latest study [download page], covering Q3 2016, have to offer by way of trends? Let's take a look. Read more »

Smartphones Now Virtually Ubiquitous Among Millennial Mobile Subscribers

December 2, 2016

nielsen-smartphone-penetration-by-age-group-in-q3-dec2016Almost 9 in every 10 (88% of) US mobile subscribers aged 13 and older owned a smartphone in Q3, reports Nielsen, a 10% year-over-year rise from 80% in Q3 2015. Nielsen's data, based on a monthly survey of more than 30,000 mobile subscribers, shows that feature phones have become essentially extinct among younger subscribers. Read more »

How Many Sites Do We Visit On Our Smartphones Each Month?

October 13, 2016

nielsen-number-of-sites-visited-by-device-and-group-oct2016We know that there is heavy competition for app users, as apps must first be discovered and then users retained (both of which are tough propositions in and of themselves). But how about mobile sites? As it turns out, a Nielsen study demonstrates that adults in the US visit more desktop sites than smartphone sites, but the gap is narrowing. Read more »

Who’s Watching How Many TV Channels?

October 3, 2016

nielsen-number-channels-viewed-by-age-race-ethnicity-svod-access-sept2016American adults received an average of 206 channels during the month of May, but watched less than 10% of those for roughly 20 channels viewed, details a recent report [download page] from Nielsen. Black Americans, who are the heaviest TV viewers, had the most number of TV channels available to them (218) and watched the largest percentage (11.3%), such that on average they viewed close to 25 channels for the month. Read more »

US Median Household Income Sees First Rise in Almost A Decade

September 19, 2016

censusbureau-median-household-income-trends-1975-2015-sept2016The real median household income in the US was $56,516 last year, a 5.2% year-over-year climb that represents the first annual increase in median household income since 2007, according to a new study [pdf] released by the US Census Bureau based on official national findings from the Current Population Survey. Read more »

TV Universe Expands to 118.4 Million Homes for Upcoming Season

September 8, 2016

Nielsen-US-TV-Universe-Estimates-2012-2017-Sept2016After stalling last year, the number of TV homes in the US has grown by roughly 1.7% to 118.4 million for the upcoming season, according to Nielsen's latest TV Universe estimates. Some 301.7 million Americans aged 2 and older live in those TV homes, up 1.6% from last year. Read more »

1 in 4 Conversations About Brands Reference Online Content

June 29, 2016

EngagementLabs-W-O-M-Referencing-Digital-Content-Jun2016Face-to-face is still the dominant form of word-of-mouth, accounting for 72% of brand-related conversations last year, according to a report [download page] from Engagement Labs. While online conversations about brands has grown in recent years, the study notes that the "most impressive trend" over the past decade has been the extent to which digital content is referenced in brand conversations. Read more »