Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "demographics"
- As compelling and absorbing for users, especially younger ones, as it is controversial among policymakers, TikTok witnessed some of the most creative uses of media last cycle. But did it matter? How did TikTok impact recognition, persuasion, and GOTV? How did campaigns rise to the challenge of connecting with younger voters and creating an authentic voice? And how do you stay true both to the ethos of the platform and the principles of your candidate? The DGA is one of the largest Democratic political accounts on TikTok. Digital Director Laura Carlson, Social Media Manager Emma Stein, and Creative Assistant Jacqueline Zegler of the Democratic Governors Association highlight the best uses of TikTok from recent campaigns and will set expectations for what TikTok can and can't do.
- U.S. fertility rates increased slightly in 2021 for the first time since 2014, according to the Centers for Disease Control and Prevention. "The general fertility rate in 2021 was 56.3 births per 1,000 women in the 15 to 44-year-old age range, a 1% increase over 2020 numbers," according to The Hill. The increase, although slight, follows years of declines, including a recent 4% drop between 2019 and 2020.
- Ad-supported and ad-free subscription services are "overwhelmingly similar in distribution in terms of age, ethnicity, gender and income," according to Antenna, a subscription data and analytics company.
- Even when it comes to household income, U.S subscribers to ad-supported tiers are surprisingly similar to ad-free premium services subscribers, shows transactional data from Antenna.
- The survey suggests White, Hispanic, Black and Asian-American consumers respond to economic conditions in very different ways. Marketers should avoid politically framing messages that appear in ads or social media and search related to the national economy, inflation or recession, says David Evans, content, product and solutions lead at Collage Group.
- One of the largest sources of media planning research, GfK said the new "regimen" can reduce respondent bias by 33%.
- An AMA-NY study released Wednesday finds the average corporate buyer is a millennial male with changing values, and women have surpassed men among younger B2B purchasers. In fact, women make up 53% of the under-30s group and most of the under-25. Most work in traditional female sectors like retail and fast-moving consumer goods.
- Young people and high earners share video and personalization preferences, Idomoo reports.
- Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.
- There is some "mismatch in consumer expectations" compared with retailers, as most consumers believe there will be less items on sale and lower discounts. Some retailers say they have an excess of inventory and plan to put more items on sale.
- In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.
- Gen Z consumers found it more difficult to buy a car online (22%) than any other generation, per a CDK Global study.
- Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
- Email marketers must cope with shifting consumer demands and even shopper identities, judging by a new study from Atlantic Brand Partners.
- Disney+ has failed to penetrate the audience of viewers 50+ who are unlikely to have young kids and may not be Marvel/"Star Wars" fans, a MoffettNathanson report says.
- The 13- to-54-year-old demo spent 46% of their time watching sports on a TV set, according to a survey from Disney Ad Sales.
- New streamers Paramount+ and HBO Max saw large gains in purchase consideration intent in a year that saw muted growth on that indicator, due to the pandemic dynamics, reports Morning Consult.
- Men far outdistance women and people of color on Sunday morning news shows, such as NBC's "Meet the Press" and CBS's "Face the Nation."
- Pew finds a large majority of U.S. adults (84%) say they get news from a smartphone, computer or tablet "often" or "sometimes," according to the research.
- Employees using their company emails for personal activities poses both marketing and corporate security risks, SailPoint Technologies reports.
- Such viewers are more likely to buy from brands that advertise in such programming.
- The Statista survey for Magnite also finds CTV viewers to mirror U.S. population demographics, versus traditional TV viewers skewing to 55-plus, white demographics.
- Netflix currently has high saturation among the older demographic, particularly in the U.S. But it may have a tough time keeping them in the face of cheaper competitors that offer sports and news.
- Consumers plan to spend an average of $442 on themselves this holiday season, up 48% from 2020, PwC finds. Call it the year of pampering.
- The findings vary by generation, but overall show marked drops in the adults planning most changes, with the exception of moving long distances.
- A new survey conducted this month for a real-time engagement platform echoes other research underscoring Gen Z's craving for interaction.
- A study of local ad agencies across the country by Borrell Associates found that 17% are now using TikTok -- "more than double" what Borrell found in its survey six months ago.
- The company analyzes millions of social-media interactions and uses AI to calculate consumer interests and affinities. The Gen Z report is based Q2 data.
- Among mobile consumers ages 18-24, 68% shop on mobile up to four times weekly and 86% use mobile as a gaming platform, according to Tapjoy research released today.
- Marketers test and optimize websites and content served by Google and Microsoft search engines only to find that consumers add items to their carts they may never intend to buy. Here's why.
