Andy Tu

Articles by Andy All articles by Andy

• Facebook Isn't Dead; It's Just Not As Much Fun As It Used To Be in Engage:Teens on 05/07/2015
  

  Much ado has been made about the declining use of Facebook among teens. Frank N. Magid Associates Inc. found 13- to 17-year-old social-media users on Facebook slipped to 88% in 2014 from 94% in 2013. Piper Jaffray found Facebook use among teenagers aged 13 to 19 plummeted from 72% in spring 2014 to 45% in fall 2014. Forrester Research found nearly 80% of 12- to 19-year olds visit Facebook at least once a month but only 28% "use it all the time." Niche says 87% of high-school seniors have adopted Facebook and 61% use it daily.

• We Know Why Teens Aren't Watching TV in Engage:Teens on 03/04/2015
  

  This week marks the debut of the Acumen Report, our annual study on consumers and their media habits. This year we explored 13- to-24-year-olds and their relationship with content. Not just what they're watching (TV vs. online video vs. paid digital subscriptions), but also why they are gravitating to digital platforms to connect with content.

• Are You Prepared For The Coming Tide Of Teens? in Engage:Teens on 02/05/2015
  

  Brands, be warned, you're not ready for the next era of young media consumers. I can tell you from dispatches from the front lines. Over the last few weeks, we have been introducing the findings of a report we will formally launch in the coming weeks around the media habits and preferences of 13-24 year olds called the Acumen report.

• Teens Care More Than We're Giving Them Credit For in Engage:Teens on 10/31/2014
  

  Earlier this year President Obama spoke at the University of California-Irvine's graduation commencement and shared, "Your generation - the most educated, the most diverse, the most tolerant, the most politically independent and the most digitally fluent in our history - is also on record as being the most optimistic about our future. " He's right, and the research backs him up, but what's remarkable is how rarely mass media portrays this changing young consumer in such an optimistic light.

• Modern Man Is A Modest Man in Engage:Affluent on 09/17/2014
  

  What defines luxury to a man 2015? Is it a Rolex and a private jet, or the ability to travel the world and gain life experiences?

• The Golden Age of Dadvertising in Engage:Men on 08/15/2014
  

  As a dad-to-be on the verge of fatherhood (next week!), I couldn't be more excited to meet our son, see how he looks like me and my wife, show him awful card tricks, try and someday explain to him why "Ferris Bueller's Day Off" really is one of the greatest movies of all time, you know - dad stuff. I think I'd be crazy not to be nervous, all the classes, advice, and late-night reading can prepare you only for so much but the excitement calms most nerves. And while I'm not sure if it better prepared me to be an actual dad or change an actual diaper, I do feel like I had the fortunate opportunity over the last few years to help build a unique perspective on how dads are feeling.

• The Modern Man Is The Modest Man in Engage:Men on 07/31/2014
  

  What defines luxury to a man 2015? Is it a Rolex and a private jet, or the ability to travel the world and gain life experiences?

• Let's Hear It For The Brand in Engage:Men on 03/17/2014
  

  Let's give men some credit - they actually do care about the brands they use - and they are doing the buying.

• What Bros Around, Comes Around in Engage:Men on 06/20/2013
  

  One of my favorite "Portlandia" sketches last season showed the "Dream of the '90s" being alive in Portland. That sketch wasn't about the 1990s, however; it was about the 1890s and featured hipsters with foot-long beards and wool vests, hand-hammering their ice from a block. There may have even been a monocle. While they clearly were mocking one pocket of Portland's diverse crowd, there absolutely is an emerging trend whereby men take their style cues from previous generations, as reported in our study, The Acumen Report (44% of men looked to prior generations for inspiration on style). Marketers and brands are catching on as well and using nostalgia to help tell their story and attract new customers.

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