As marketers' focus shifts from Millennials to Gen Z, here's something to keep in mind: close to half (48.9%) of all Americans under the age of 18 identify as a race or ethnicity other than non-Hispanic white alone. Indeed, the recent Census Bureau data we analyzed...
Asian-American Articles
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Smartphone, Tablet and PC Penetration, by Demographic
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%...
Social Media Represents One-Quarter of Adult Women’s Total Media Time
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...
Majority of US Adults Live in Cell-Only Households
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...
Smartphones Now Virtually Ubiquitous Among Millennial Mobile Subscribers
Almost 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...
How Many Sites Do We Visit On Our Smartphones Each Month?
We 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...
Who’s Watching How Many TV Channels?
American 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...
US Median Household Income Sees First Rise in Almost A Decade
The 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...
TV Universe Expands to 118.4 Million Homes for Upcoming Season
After 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...
1 in 4 Conversations About Brands Reference Online Content
Face-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...
Almost Half of America’s Gen Z Population Belongs to A Minority Group
Asian-Americans were again the fastest-growing minority group in the US last year, marking the fourth consecutive year in which their population growth has outpaced that of Hispanic Americans, reports the Census Bureau in newly-released estimates. In fact,...
Asian-Americans Over-Index in SVOD Access, Under-Index in DVR Ownership
Asian-Americans differ from the US population overall in their screen behaviors, details Nielsen in a recent report [download page]. With data showing that Asian-American households watch far less live TV and DVR playback than the general population, it seems that...
CPG Advertisers Are Spreading Their Retail Media Spending Across Several Networks
The biggest challenge in working with RMNs among the brand advertisers surveyed is a lack of collaboration with retailers.
Global Media Price Inflation to Dip Slightly This Year
While TV ad inflation is projected to grow this year on a global scale, TV will remain in a deflationary environment in the US.
What Are the Most Popular Event Types Targeted to Prospects?
Community or networking events along with brand pop-up events are favored in both the US and UK.
ANA Reports No Progress in Racial and Ethnic Diversity of the Marketing and Advertising Industry
Not much has changed this year when it comes to ethnic and racial diversity in the role of CMO or its equivalent. A...
Hispanic Americans Represent More Than 1 in 4 Gen Z Consumers
In the past 20 years the Hispanic population in the US has grown by 78%, accounting for 56% of the total growth of...
TV Universe Expands Slightly for the 2020-2021 Season
After a significant increase of 700,000 in 2019, growth in the number of TV homes in the US has been somewhat slower...