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Demographics & Audiences > Household Income

The State of Traditional TV: Updated With Q4 2016 Data

April 24, 2017

[By MC Editor, JC Lupis] The latest quarterly TV viewing figures from Nielsen were recently released,¬†and we now have 6 years' worth of data on Americans' traditional TV viewing habits to examine. If you've been keeping track of these quarterly updates, you're well aware that youth as a whole are watching less traditional TV. So what might be new in this latest study [download page], covering Q4 2016? Let's take a look. Read more »

Top 10 Marketing Charts of the Month – March 2017

April 10, 2017

This month's quick-hit set of top charts includes the following topics: email list growth and deliverability metrics; shopping around vs. loyalty; Millennials' new media milestone; financial status, by generation; improving digital ads; obstacles to marketing analytics; CMOs and brand-building; corporate reputation drivers; and CX leader. Read more »

Surprise: Trust in Advertising on the Rise?

March 28, 2017

In a somewhat surprising twist given what seemed to be current attitudes towards advertising, new survey data suggests a large shift towards greater trust in ads! To wit, a 2014 survey from YouGov found a little over half the general population (56%) believing that the ads they saw, read or heard were honest. In the same survey conducted this year, that figure has shot up to almost three quarters of respondents (72%). Correspondingly, the proportion of respondents who claim to trust the ads that they see, read or hear has also risen from 50% in 2014 to 61% this year. Read more »

Top 10 Marketing Charts of the Month – February 2017

March 13, 2017

This month's quick-hit set of top charts includes the following topics: budget trends, by channel; Super Bowl ads; B2B lead gen channels; trustworthy B2B info sources; Millennials' brand loyalty; distribution of affluents by generation; "most powerful" brands; how brands are using Snapchat; and the top opportunity for marketers this year. Read more »

These Financial Stats Show Why Brands Shouldn’t Focus Too Much on Millennials

March 6, 2017

Recent research has indicated that Boomers and Silents combine to account for more than 70% of adults with at least $100k in investable assets, while Millennials comprise just 13% share, the smallest of any generation. Statistics from a recently-released Epsilon study provide more insight into these older generations' comparatively greater wealth, though it's Gen Xers with the highest median incomes. Read more »

Boomers and Silents Represent 70% of the Wealth and Affluent Market

February 24, 2017

Today's marketers very much hold a focus on Millennials - and even Gen Z. But when it comes to wealth in the US, younger generations distantly trail their older counterparts, despite some gains. In fact, new data from Phoenix Marketing International (PMI) indicates that roughly 70% of the wealth and affluent market (those with investable assets of at least $100k) is made up of Americans born before 1965. Read more »

Top 20 B2C Marketing Charts of 2016

January 23, 2017

From digital ad benchmarks to traditional media outlooks and the customer experience, our collection of 2016's top B2C marketing charts (we're breaking out B2B into its own deck this year - stay tuned) showcases some macro trends running through the industry while also paying heed to some of the more effective tactics being used by marketing professionals. Read more »

Half of Millennials in the US Would Consider Banking With Amazon or Google

January 20, 2017

The companies sometimes known as GAFA (Google, Apple, Facebook and Amazon) hold strong appeal with American Millennials (22-34) as potential banking destinations, according to an Accenture survey [pdf] of 32,715 adults across 18 markets. In fact, half of Gen Y respondents in the US would consider banking with one of these companies. Read more »

Half of Newspaper Readers Stick Exclusively to Print

January 3, 2017

Newspapers' cross-platform audience - print, website and mobile app - numbers more than 169 million adults in the US, or 69% of the US adult population in a typical month, according to recently-released figures from Nielsen Scarborough. And while print newspaper ad spending has been plummeting, the same can't be said for the print audience. Read more »

3 Stats About Traditional Media Audiences to Keep in Mind This Coming Year

December 29, 2016

Digital media tends to get the buzz these days as newer emerging platforms excite marketers and provide new possibilities for reaching audiences. But traditional media channels retain wide reach, and traditional media advertising continues to have a strong influence on consumers' purchase decisions. In this article, we highlight 3 key stats about traditional media audiences from our latest Media Audience Demographics study. Read more »