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Demographics & Audiences > Youth & Gen X

These Companies Top Consumers’ Corporate Social Responsibility Rankings

June 16, 2017

Wegmans is the best perceived company in the US for social responsibility, reveals The Harris Poll after asking more than 23,000 consumers to rate the 100 most visible companies on attributes including support for good causes, environmental responsibility and company responsibility. Millennials have other ideas, though. Read more »

Top 10 Marketing Charts of the Month – May 2017

June 7, 2017

This month's quick-hit set of top charts includes the following topics: population shares, by age bracket; media consumption trends; media advertising heavyweights; most tolerated ad types; brand behavior on social media; email innovation efforts & KPIs; B2B digital priorities; inbound marketing challenges; and programmatic's "tech tax." Read more »

Which Generation Is Most Likely to Use PCs, Smartphones and Tablets? It’s Not Millennials.

June 5, 2017

It's easy to assume that Millennials are the most digital-heavy generation. However, recent data from Nielsen has demonstrated that Gen Xers are actually the heaviest social media users of any demographic group. Now, a new report [download page] from Nielsen shows the 35-49 crowd is leading the way in digital device access and usage. 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 »

Traditional Media Still the Best Way to Reach Boomers, Advertisers Believe

May 25, 2017

TV is, by a large margin, the best way to reach Boomers (born before 1965), according to marketers and agency professionals responding to an Advertiser Perceptions survey. Presented with 10 media categories and asked to identify the best one for reaching and delivering meaningful results from this large generation, fully half (51%) of respondents chose TV, with agencies (59%) more likely to agree than marketers (41%). Read more »

Security Breach Would Cause Many Youth to Lose Faith in A Company

May 22, 2017

Among the several implications of a security breach is customer loyalty. So how do so-called "digital natives" feel about breaches, having grown up in a world where they are increasingly commonplace? New research [pdf] carried out by Forrester Consulting on behalf of American Express finds that a security breach would cause more Gen Y and Gen Z respondents to abandon a company than would better competitor rewards offers or a variety of poor digital interactions. Read more »

Top 10 Marketing Charts of the Month – April 2017

May 19, 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends and live vs. OTT viewing; Netflix vs. cable-TV subscriber count; biggest video ad challenges; youths' purchase influencers; teens' top social platforms; businesses' use of social listening tools; marketing ROI headaches; most important PR trends; and fastest-growing e-commerce categories. Read more »

When Boomers Buy Alcohol, They Typically Have A Specific Brand in Mind

May 19, 2017

While roughly three-quarters of Boomers (76%) and Millennials (73%) plan their alcohol purchases ahead of time, some 18% of Boomers (vs. 11% of Millennials) buy impulsively and 16% of Millennials (vs. 7% of Boomers) say they're reminded while shopping in stores, according to data released by Nielsen. More than half of Baby Boomers (52%) say they have a specific brand in mind when making a shopping trip, compared to only one-quarter of Millennials. Read more »

AM/FM Radio Listeners Mostly Undeterred by On-Demand, Streaming Options

May 17, 2017

More than 9 in 10 radio listeners listen to local AM/FM radio stations for at least an hour per day, and that amount of time may be going up rather than down, according to the latest annual TechSurvey report [download page] from Jacobs Media. Indeed, the vast majority report listening to AM/RM radio at least as much as last year. Read more »

So How Many Millennials Are There in the US, Anyway? (Updated)

May 15, 2017

Marketers focus a lot of energy on Millennials. Their lives are deconstructed on many different levels, from their media habits to their investment priorities. Those analyses are all helpful in their own right, but -  stepping back to the big picture for a moment - how many of these prized individuals are there in the US? The latest data out from the Census Bureau gives a sense of how large this coveted generation is. Read more »