Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "demographics"
- A study finds 45% of Americans have expressed a willingness to purchase a car through social-media platforms, highlighting a potential shift toward these channels as critical touchpoints in the automotive buying journey.
- A Comcast FreeWheel study shows 78% of viewers say national TV network content on national streaming platforms has higher quality than mobile.
- Nearly half of Gen Z and Millennial marketers polled expect a significant revenue increase this year, compared to 27% of Gen X and 5% of Boomers.
- Some 65% of Gen Z describe themselves as video content creators, according to the YouTube Culture & Trends Report, and 89% describe themselves as fans of someone or something.
- Middle-aged consumers feel unrepresented by social media advertising, presenting an opportunity for marketers to develop strategies to engage a high-spending group.
- Almost 100% of consumers say their favorite brands make it easy to shop, Intuit Mailchimp reports.
- Email is one of the top websites or apps now being utilized, Meltwater reports.
- Alpha is not a generation. Children born after 2012 -- the "cut-off" for Gen Z --- are not old enough to babysit, much less define a proper cohort for generational analysis.
- The study examines the value consumers would want in exchange for not having free access to the internet, websites and apps - with compensation for giving up the convenience averaging $37,619 - and what it would be worth if they had to start paying for the content they now use for free. The data shows consumers would pay on average $164 per month to continue using currently free websites and apps.
- A new analysis from Collage Group points to a 364% increase in the multiracial population in the last ten years.
- In case you're looking to segment American consumer audiences based on their streaming subscription preferences, the Middleburg Managers at Magid and Claritas will have a new tool for you starting with the New Year.
- A new report from Pew Research Center shows YouTube continues to dominate in the teen demographic. Black and Hispanic teens are using the internet more than their white peers.
- A new study from McCann Worldgroup Truth Central explores two taboos: People who don't want kids and those who question why they became parents.
- TikTok led across CPG categories for Gen Z, with Instagram the second-most influential social-media platform for product discovery and Facebook third, Gen Z was three times more likely to opt in to tracking than Boomers and to receive more relevant ads when using online news and media sites, rather than opting out of tracking and receiving less relevant ads.
- Just 3% of digital media budgets are allocated to ads featuring people over 60.
- Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director, Karla Fernandez Parker, at one of the most experienced multicultural agencies, Sensis, explains the scale and power of this untapped audience and how they and their client Chef Merito use data, targeted media and creativity to show the power of serving the underserved.
- Even younger versus older Millennials show markedly different preference patterns.
- More than half of sports fans said streaming provides a better viewing experience of games than cable or broadcast TV.
- Most Gen Zers believe media does a good job of reflecting them, and almost half say the same about advertising, SeeHer and Horowitz Research report.
- Trust may become more than a buzzword for most paid-search ads and organic search campaigns, especially when it comes to financial institutions.
- Younger consumers favor ads that are entertaining rather than educational. About 72% of Gen Z consumers are most receptive to ads on social media vs.19% of boomers, while 47% of the younger group is receptive to ads on streaming services vs. 28% of boomers.
- In the most purple of purple states, conventional wisdom holds that Pennsylvanians' geography determines their politics. The Shapiro campaign threw out that old map. As media and digital consultants Roy Temple, Vice President of Digital, and Nathan Nye, Partner, at GPS Impact, explain, the campaign used extensive research and data analysis to identify areas with a higher density of historical ticket splitters. And then served them a message laser-targeted to cut through the noise. It allowed them to invest more heavily in digital persuasion, run non-traditional Democratic messaging, and outperform 2022 in key Republican strongholds.
- Merkle's report draws comparisons from pre- and post-pandemic data and shows the generational divide from Gen Z to Baby Boomers, highlighting what loyalty and reward strategies resonate most with each group.
- 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.
