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Demographics & Audiences > Women

Super Bowl 2017 Data [Updated]

February 17, 2017

It was a thrilling Super Bowl comeback. But how about the ads? Which brands fared best in the post-game analyses that continue to roll in? Here's a look at some of the winners and losers, mostly from research examining the digital reverberation or impact of the commercials (it'll take time to see what type of broader impact the commercials had for advertising brands). Read more »

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 »

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 »

Moms’ Media Diet: TV & Smartphones Tops for Time; Radio for Reach

January 10, 2017

Some 39% of women aged 18-49 in the US have a child under the age of 12, including 46% of women aged 35-49, according to a recent report [download page] from Nielsen. Almost three-quarters of these moms are working moms in the labor force, a percentage that increases with age. The study breaks down moms' technology ownership and media habits, analyzing differences between working moms and stay-at-home moms. Read more »

6 in 10 Say It’s Important to Buy From Socially Responsible Companies

January 6, 2017

Almost two-thirds (64%) of American adults report having made purchases from socially responsible companies in the past year, according to an annual survey report from Good.Must.Grow. The survey also indicates that roughly one-quarter (26%) have avoided making a purchase because the company in question was not socially responsible. Read more »

Newspaper and TV News Trusted More Than Online Sources

December 29, 2016

Fresh off the heels of research suggesting that adults trust traditional media ads more than digital ones, a study from YouGov [pdf] indicates that Americans are more likely to trust news that they read about in the newspaper or see on TV than they are to trust what they read online. Read more »

5 Charts to Inform Your Mobile App Marketing in 2017

December 28, 2016

Mobile apps' influence on digital media continues to grow stronger with each passing year. With app marketing taking place in a competitive environment, we turn to research provided by TUNE to better understand the drivers of app download decisions. Read more »

Here’s How Often Digital Ad Campaigns Reach Their Intended Audiences

December 22, 2016

Digital ad campaigns reached their intended audiences 59% of the time in Q2, a rate relatively unchanged from Q4 2015's 61%, according to a recent report [download page] from Nielsen. The report indicates that mobile on-target percentage has grown substantially, now matching desktop performance. Read more »

CSR Reputation Has Strong Impact on Purchase Decisions For 1 in 6 Americans

December 8, 2016

theharrispoll-company-csr-reputation-effect-consumer-decisions-dec2016For 16% of American adults, a company's reputation for social responsibility has a strong effect on the decisions about what to buy and who to do business with, per results from a Harris Poll survey of more than 2,000 US adults. While that's outweighed by the 20% for whom corporate social responsibility (CSR) reputation has no effect at all, most Americans say that CSR affects their decisions at least once in a while. Read more »