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Demographics & Audiences > Youth & Gen X

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 »

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 »

Apple’s The Top Platform For US Digital Music Consumers, But…

February 13, 2017

Apple is the top platform for US adults who pay for music content online, ahead of others such as Pandora and Spotify, according to a study from PayPal [pdf]. Among the US music consumers surveyed, 37% cited either Apple iTunes (30%, the single leading platform) or Apple Music (7%) as their preferred platform, while Pandora picked up 20% of the respondents. Read more »

Top 10 Marketing Charts of the Month – January 2017

February 10, 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; advertising to Gen Z; social media's purchase influence; e-commerce and m-commerce popularity; adoption of voice-enabled digital assistants; business trust and buzz; top influence marketing goals; most effective content types; and B2B customer marketing activities. 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 »

The Brands With the Best Buzz in the US in 2016 Were…

January 24, 2017

YouGov has released its US Buzz Rankings list for 2016, revealing that Amazon again enjoyed the best public perception, for the fourth consecutive year. The study, which measures consumer perceptions of brands, asks respondents whether they have heard anything about the brand during the prior 2 weeks and subtracts the percentage who answer they have heard something negative from the proportion who have heard something positive. 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 »

For Youth, “Watching TV” Evokes Netflix More Than It Does Cable & Network Brands

January 23, 2017

The definition of TV is blurring, and there are important distinctions to make when considering how youth engage with video. For example, while traditional TV viewing is down by 40% over the past 5 years among 18-24-year-olds, that doesn't mean that this demographic is watching less TV. New survey results [download page] from Hub Entertainment Research indicate that America's youth associate Netflix with watching TV more than they do traditional cable and network brands. Read more »

Holiday 2016 Data Hub (Updated)

January 20, 2017

Retail sales over the holiday season grew by 4% to $658.3 billion last year, above the forecasted growth rate of 3.6%, reports the NRF, which also reveals that non-store holiday sales (including e-commerce) grew by 12.6%, also higher the forecasted increase in online sales of 7-10%. Read more »