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Traditional

45% of 18-24-Year-Olds in the US are Part of a Minority Group

July 2, 2015

CensusBureau-Minority-Share-US-Population-by-Age-Group-Jul2015Asian-Americans were the fastest-growing minority group in the US last year for the third consecutive year, reports the Census Bureau in newly-released estimates. Indeed, Asian-Americans' population growth rate increased from the prior year, up 3.2% to 20.3 million as of July 1, 2014. The Hispanic population grew by a relatively smaller 2.1% (equal to the previous year's growth rate), but to a much larger 55.4 million. Read more »

Are Young People Watching Less TV? (Updated – Q1 2015 Data)

June 30, 2015

Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q12015-Jun2015The latest quarterly TV viewing figures are in, and with another quarter's worth of data to examine, it's possible to see some real trends continuing to emerge in Americans' TV viewing habits. The short of it? Yes, youth as a whole are watching less TV - and the decline appears to be accelerating. Indeed, as the data in the Q1 2015 total audience report [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo isn't showing any signs of reversing. Read more »

2015’s Most Patriotic Brands, in the Eyes of Consumers

June 29, 2015

BrandKeys-Americas-Most-Patriotic-Brands-Jun2015Source: Brand Keys [pdf]

    Notes: Jeep is the most patriotic brand in the US for the third consecutive year, being the closely associated with the value of "patriotism," according to Brand Keys' latest analysis, which is based on a survey of 5,427 consumers aged 16-65. Among the top 50 brands, Jack Daniels had the biggest lift year-over-year (+18% points to 93%), with its patriotic resonance with consumers carrying it into the top 10. Other brands absent from last year's top 10 but cracking it this year are Coors, American Express, and Gatorade. Read more »

    Weekend Reading, 6/26/15

    June 26, 2015

    NYAMACharneyResearchNow-Attractive-Emerging-Markets-US-Marketers-Jun2015China (71%) and Brazil (66%) are the two emerging markets clearly most favored as being "very attractive" to US marketers, per results [download page] from a survey conducted by Charney Research and Research Now and commissioned by the NY American Marketing Association. Interestingly, the survey of 315 brand owners (61% of respondents) and agencies (39%) finds that small companies (sales under $100 million) are about twice as likely as large ones (62% vs. 32%) to be planning to enter one or more emerging markets this year. Read more »

    Almost 1 in 3 Have Been Persuaded to Watch A TV Show Based on Social Buzz

    June 25, 2015

    Digitalsmiths-Social-Impact-on-TV-Jun2015Some 31% of US and Canadian adults (18+) say they have at some point chosen to watch a TV show or movie because of all the buzz it was getting on Facebook, Twitter and other social networks, according to the latest quarterly video trends report [download page] from Digitalsmiths. But growth in this area appears to have slowed, based on a review of past editions of the study. Read more »

    How Much Influence Do Teens Wield Over Their Parents’ Purchase Decisions?

    June 23, 2015

    YouGov-Teen-Influence-Household-Purchase-Decisions-Jun2015Children are "active decision makers in family economies," says YouGov in releasing the results of a recent survey examining kids' influence on their parents' buying decisions. The survey analyzes kids' influence across a range of categories, noting that young children can hold as much persuasive power as teens in those decisions.. Read more »

    American Adults’ Feelings of Financial Responsibility, by Age Group

    June 22, 2015

    IpsosWellsFargo-Americans-Feelings-Financial-Responsibility-Jun2015Source: Ipsos / Wells Fargo

      Notes: Three-quarters of American Millennials (18-34) feel that they are financially responsible and generally do not spend beyond their means, according to results from an Ipsos and Wells Fargo survey. However, Millennials are less likely than adults ages 55 and older (87%) to feel financially responsible, and are about twice as likely to say they tend to spend their money and not think twice about it (36% vs. 19%). Read more »

      Father’s Day Spending Expected to be Mostly Flat This Year

      June 19, 2015

      NRF-Fathers-Day-Spending-Forecast-June2015Source: National Retail Federation (NRF)

        Notes: Roughly three-quarters of American adults (18+) will celebrate Father's Day this year, with per-celebrant spending expected to be $115.57, up slightly from last year's $113.80, according to the NRF. As such, total spending is predicted to be close to $12.7 billion, though representing only a marginal increase from last year's $12.5 billion. By contrast, the NRF last month found that spending on Mother's Day was expected to grow by 6.6% to $21.2 billion. Read more »

        Which Consumer Group Has Almost 4 Times the Buying Power of Millennials?

        June 18, 2015

        Nielsen-Top-10-Asian-American-DMAs-Jun2015There's far less research devoted to Asian Americans than to Millennials, but with an estimated buying power of $770 billion last year (as opposed to Millennials' $200 billion), Asian-Americans are a force to be reckoned with, according to data cited in a new Nielsen report [download page]. Indeed, given their relatively long life expectancies and young median age, Asian-American households are expected to outspend all other races and ethnicities over their remaining lifetimes, per recent research. Read more »

        US Online and Traditional Media Advertising Outlook, 2015-2019

        June 16, 2015

        PwC-US-Ad-Media-Market-Sizes-2015-v-2019PwC has issued its latest annual Entertainment & Media Outlook report, which contains projections for online and offline media advertising markets through 2019. The outlook for traditional media advertising is similar to previous forecasts in that TV and out-of-home advertising have the healthiest future, while the outlook for print (at least in print format) is dim. As consumer behavior migrates online, so will advertiser spending, with two notable shifts expected to take place in 2019. Read more »