Category news stream

Demographics & Audiences > Household Income

Majority of American Adults Identify As Middle-Class

June 26, 2017

A solid majority (62%) of American adults identify as either upper-middle or middle-class, with a healthy plurality (44%) saying they belong to the middle class, according to new survey results from Gallup. The report notes that middle-class identification has returned to pre-recession levels; as recently as 2015, only about half identified as upper-middle or middle class. Read more »

Cord-Cutters Watch More OTT, But On the Whole Are Fairly Light TV Content Viewers

June 19, 2017

Households that previously subscribed to pay-TV but no longer do so (cord-cutters) spend 2.5 hours per day watching over-the-top (OTT) content such as Netflix and Hulu, reports comScore after analyzing the behaviors of such homes during the month of March. The firm notes that the 79-hour monthly average is well above that of the average OTT viewing home (49 hours per month), but is just a fraction of the 225 hours of linear TV watched by the average home. Read more »

Older Adults’ Tech Adoption on the Rise; Social Media Use Remains Limited

May 31, 2017

Seniors' (ages 65+) use of technology has rapidly grown over the years: two-thirds report using the internet and just over half now have a home broadband connection, according to a new report [pdf] from the Pew Research Center. Read more »

US Millennial Affluents Expect Double-Digit Increase in Discretionary Spending

May 26, 2017

Affluent Millennials are far outpacing their generational counterparts in discretionary spending growth, reports YouGov's Affluent Perspective 2017 Global Study. Affluents in other age brackets, such as Gen Xers and Baby Boomers, plan to spend less this year than in the previous year, while Millennials expect to spent 12% more. Read more »

Here Are Americans’ Top Financial Concerns

May 23, 2017

American adults' biggest financial worry is the inability to pay the medical costs in the event of a serious illness or accident, reports Gallup in new survey data. A majority (54%) of the more than 1,000 US adults surveyed said they're either very (30%) or moderately (24%) worried about this. Read more »

Most Americans Still Prefer Saving to Spending

May 18, 2017

Some 59% of Americans say they prefer saving money to spending money, compared with 38% who favor spending, according to the latest Gallup survey on financial habits, fielded among 1,019 adults. This represents a 6-point drop in the share of savers from last year's high of 65%, and a corresponding 5-point increase in spenders. Read more »

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 »