The Sustainability Imperative Consumers are trying to be responsible citizens of the world, and they expect the same from corporations. So when it comes to purchasing, they are doing their homework.
Millennials in 2015: Financial Deep Dive Contrary to popular belief, Millennials are savers rather than spenders. And they want open, transparent and authentic relationships with their financial institutions.
Case Study: Ensuring Brand Lift Takes Off The holidays are right around the corner and consumers are turning to online travel sites to book their next getaway providing advertisers the opportunity to compete for their time and money. Advertisers, however, want to make sure their investments have a positive impact on their audience.
As America braces for the onslaught of political ads during the lead-up to the presidential election, new voter data is showing that it isn’t just talk radio that delivers voters to the local polls. In fact, new research shows that radio delivers much more than just chatter about the candidates: It can deliver the voters to the polls.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?
While younger Latinos are commanding widespread attention in the U.S. marketplace, older Latinos’ purchasing and consumption preferences can offer a unique opportunity for advertisers and marketers to extend their reach to a fast-growing consumer group in an increasingly multicultural U.S. society.
In a world of choice, social responsibility is increasingly a factor for purchasing one product over another. In fact, 66% of respondents say they’re willing to pay more for products and services that come from companies who are committed to positive social and environmental impact.
Millennials have been hit particularly hard by the recent turbulence in the economy, but roughly 70% believe their personal finances are on the upswing. They’ve also got their eyes on the future, as they’re most likely to put extra money into savings after they cover their living expenses.
Given our connected and modern lifestyles, it’s no surprise that a recent Demand Institute survey found that energy efficiency is still a top concern across America. In fact, 71% say energy efficiency is important, but only 35% consider their homes live up to that standard.
Neighborhood bars, once an urban institution, are disappearing at a blinding rate across the U.S. One in six neighborhood bars closed between 2004 and 2014. Instead, America seems to have an insatiable appetite for establishments that also serve food in addition to alcoholic beverages.
With summer’s heat in the rearview mirror and pumpkin-spiced everything filling the shelves, we’re seeing that some radio formats that popped during the summer months are maintaining the momentum while others are rebounding from seasonal declines.
No matter what your level of gaming experience is, or what types of games you prefer, there’s no better time to be a gamer than during the months leading up to the holidays. Publishers know that we all spend more around the end of the year, so they’re always prepared to serve up a bounty of top titles for gamers to feast on.
Technology has helped make our homes more efficient. The average home in the U.S. now uses roughly 40% less energy overall than it did in 1970. But research at The Demand Institute finds that consumers still view home energy efficiency as their a top unmet need.
The power of black influence is something businesses and content creators should consider when developing strategic marketing campaigns and programs not only for African-American audiences, but for the general population, too.
Technology allows brands to create engaging and personalized experiences that can disrupt habitual shopping routines. So how should brands and retailers use digital media to grab shoppers’ attention and influence purchasing?
Hispanics are a key segment to win on beauty sales. This demographic is large and its purchasing power is growing, but it's also made up of several distinct sub-segments with unique buying habits—including in the beauty segment.
The most credible advertising comes straight from the people we know and trust. And it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.
By 2030, the middle class is expected to grow by 2 billion people worldwide. Understanding who the middle class is now and in the future is key to connecting with this growing group. But how we define this segment is changing.
For both baby food and diaper brands, 70% of global respondents say they have switched brands. Their reasons for switching baby food, however, are somewhat different than their reasons for switching diapers.
When it comes to learning about which diapers are best, 44% of global respondents go direct to the people they know and trust for recommendations, which is the top source of information in every region.
From tuning radio dials during a morning commute to peeking at fantasy football statistics over a lunch break at work, consumers have a platform preference depending on the time of day. And as consumers’ media palate ebbs and flows throughout the day, so too does the share of consumers' time on these different devices.
The growth of China's e-commerce sales has outpaced that of the U.S.—growing at a rate of 52% year-over-year in 2014 versus 17% for the U.S. With rapid growth increasing the competitors in this space, however, how can retailers win?
African-American consumers are making gains and upending outdated stereotypes on multiple fronts—with affluence, influence and cultural diversity all on the rise. What are the consumption habits of higher-income African-Americans with a household income of $75,000 or more?
Wall Street is concerned that increasing numbers of cable subscribers are cord-cutting and investors are worried that media companies aren’t earning enough from SVOD platforms to compensate. So do the worries have merit?
Hispanics are now the most avid smartphone users around. In fact, they’re on their phones for more than 14 hours a week for app, audio, video and web purposes. And when it comes to the other things we do with our phones—including talking—the same trend seems to hold true.
Whether we’re in the car, at work, working out or surfing the web, Americans love listening to music. According to the Music 360 2015 report, Nielsen’s fourth annual study of U.S. music listeners, 91% of the national population listens to music, spending more than 24 hours each week tuning into their favorite tunes.
When it comes to keeping babies comfortable and clean, diapers are a top priority for parents—and one for which they spare no expense. In fact, Nielsen estimates diaper sales around the world will exceed $29 billion in 2015.
While small screens are hot in wearables, some smartphones are bucking the trend with larger displays. The market share for "phablets" was up to 13.7% of all total Andriod+ smartphones as of June 2015.
These days there isn’t a pumpkin-flavored product U.S. consumers aren’t willing to try. It’s clear that pumpkin flavor has found its stride and can be found in everything from cereal to ice cream and even oral care.
Native advertising gives brands an opportunity to reach consumers with carefully crafted messages that blend with the native content surrounding them. But as advertisers move to capitalize on this modern take on the advertorial, they remain focused on the basics of advertising: Is my message driving the desired result?
The slowing pace of China’s investment- and export-led growth underscores an opportunity for the country’s 1.4 billion consumers to play a bigger role in the economy going forward. Louise Keely, President, The Demand Institute offers insight into recent research on the topic and the four roles businesses can play as China transitions to consumer-led growth.
Eat in or dine out? That’s a common question that pops up across America every night. And while consumer confidence and saving trends paint a picture of relative restraint in the U.S., a look at how much we’re spending at restaurants suggests that dining out is more popular than ever. So where are the biggest growth spots for restaurateurs?
Becoming a parent can be a daunting endeavor, full of many “firsts.” But before first words and steps, come first foods. So who do new parents turn to most for advice about the best baby food/formula to buy for the first time? While friends and family rank highest, consumers don’t just rely on their circles for guidance.
In China, more than 46% of consumers are actively making purchases via the web, well above the global average of 25%. But China isn’t just the largest market for e-commerce. It’s also one of the most evolved, and so are its consumers.
Trust is a foundational element of building and maintaining brand health and achieving strong in-market performance. But when it comes to brand trust and the gender divide, what brands are seen as trustworthy in the eyes of men and which in the eyes of women?
In the emerging age of tap and go, mobile payments offer the promise of greater convenience and security for consumers, as well as entirely new ways for consumers and brands to engage with one another. What are the opportunities for consumers and brands from the connection of payments to a range of other digital activities on their phones? Louise Keely offers key insights.
Digital is gaining momentum, which has many clients asking: Should I move to an all-digital plan? “All digital” is a bold move for any marketer, with multiple factors to consider. But before you take the plunge, answer these 10 key questions.
While the traditional frenzy around the back-to-school shopping season has fizzled a bit, there are still active vital signs and opportunities to reinvigorate this once vibrant retail moment. So what are shoppers looking for this season?
As millions of Americans pine for the upcoming Labor Day weekend, there’s little doubt that many have lavish barbecues and backyard parties planned to revel in the last official holiday hurrah of the summer. So as the summer winds down, grills are heating up.
From the pureed food on spoons to the formula in bottles, you’d be hard pressed to find a parent who didn’t want the best for their baby. And they're willing to spend for it. But for baby care manufacturers, there’s plenty at stake in the battle for baby bucks.
These days, students seem to have more choices than ever—be it for backpacks, footwear or tech. And that means advertisers have their own homework cut out for them if they want their ads to stand out and generate scholarly returns. So what puts an ad at the front of the school bus?
Social media activity about live TV programming ebbs and flows as each program airs, signaling, according to recent research, how engaged the general audience is with what they’re watching. But when we step outside the minute-by-minute activity, we often see that individual programs see relatively steady overall levels of social activity during live airings.
While bigger markets often grab headlines, smaller are still viable and vibrant ways to reach consumers. And radio help advertisers do just that. Each week, 65 million Americans (12+) are using radio in America’s small and medium cities.
With 73% of Americans age 12 and up actively consuming movies and TV shows for home viewing, it’s important to understand the habits of such a powerful volume of consumers. Are they sticking with physical discs or moving to digital?
Last year, consumers bought half of the year’s books at physical stores. Over one-third of purchasers bought multiple books a month, and new research shows that very few actually plan their purchases. What does that mean? Kids’ books seem to fall squarely into the impulse purchase category.
How do you define family? If you’re a pet owner, you’re likely to use the term “family” to include more than just blood relatives in your own species. In fact, people treat their furry and feathered companions more like family members than ever, pampering them with treats, gifts, toys—even home-cooked meals.
When it comes to product innovation, starting off in the wrong direction can be tragic for a brand—and expensive. So when it’s time to get started, it’s no surprise that companies looking to innovate often turn to their consumer research departments for direction. But what’s the impact of that research on the bottom line?
Hispanics in the U.S. have a current spending power of about $1.4 trillion, so it comes as no surprise that marketers and advertisers are engaging them through Spanish language ads. But which ones are resonating? In the first half of 2015, the top ads leveraged similar themes, including a focus on mobile banking, use of bilingual dialogue and strong emotions from family ties.
Mobile is quickly becoming a strong factor in many ad campaigns, and as digital technology becomes more ubiquitous, it’s critical that marketers know if this medium is helping them connect with on-the-go consumers. So how are they faring in their efforts?
As summer has kicked into high gear across the U.S., we've been tracking the fortunes of major radio formats on the airwaves in the race for "format of the summer." With one month to go, three strong contenders are jockeying for this season's crown.
In looking at consumer confidence trends in China during the recent second quarter, a subtle shift is becoming apparent: willingness to spend among rural consumers is bolstering the country’s overall confidence. In fact, willingness to spend among these consumers hit 47% in the second quarter, up 10 percentage points from past quarters.
Summer is the season of beach reads, which means millions of Americans are sitting in the sun with a romance book (or e-book) in hand.Who’s reading these steamy stories? The fan base is a broader group than you might think.
While consumer confidence declined in 10 of 14 Asia-Pacific markets, the region still leads all global regions with an index score of 107. Among the four markets that improved from the previous quarter, the Philippines showed the biggest quarterly country-level confidence increase of seven index points, rising to a score of 122—the country’s highest level on record.
U.S. consumer confidence decreased six index points in the second quarter to a score of 101, but it remained at an above-the-baseline optimistic level. Consumer confidence in Canada increased two points to 98 after declining six points in the first quarter. Despite these declines, confidence in both markets remained above the global average of 96.
Not only do LGBT households make 10% more shopping trips in a year than the average U.S. household, they buy more at checkout. In aggregate, LGBT households spent an average of $4,135 at retail stores in 2014—7% more than non-LGBT households.
In each of the past two years, the national weekly radio audience has reached all-time highs according to Nielsen’s Audio Today report. And over the past five years, the weekly reach of radio among Blacks and Hispanics—two powerhouse demographics in the U.S.—has also been growing steadily.
The slowing pace of Chinese economic growth underscores the country’s need to transition from an investment- and export-led growth model to one powered by consumption. But how long will that transition take? The answer is crucial to companies looking to ride what will eventually be the next extraordinary surge in consumer spending in China.
Consumer confidence declined in six of seven Latin American markets measured by Nielsen in the second quarter, with Brazil (81) reporting the steepest quarterly drop of seven index points from three months ago. The decline represents the third consecutive quarter of declines for the region’s largest economy.
Though global consumer confidence declined one index point in the second quarter of 2015 to a score of 96, the European region increased two points to 79—the highest regional score in five years. In fact, 21 of 32 European markets (65%) were more optimistic than at the start of the year.
To break down the power of Hollywood's power couples, a recent analysis using Nielsen Talent Analytics took a look at the influence of Ben Affleck as a standalone celeb, as well as the endorsement potential and marketing clout of his relationships with Jennifer Garner and Jennifer Lopez.
The way we view the economy and what’s in our wallets can have a direct impact on our willingness to spend and save. As such, it’s no surprise that changes in consumer confidence can influence the actions consumers say they take to save on household expenses. And as global consumer confidence declined in Q2, saving strategies continued to permeate the mindset of consumers around the world.
While the U.S. economy continues to improve and consumer sentiment remains above a baseline level for optimism, many consumers are still searching for fiscal relief. In fact, 40% of respondents in a recent survey by Nielsen say they’re living paycheck-to-paycheck.
How many messages does the average person see in a day? The answer likely varies, but chances are high that we likely see thousands. So how should marketers step up their games to ensure their messages get heard in such a noisy world?
Global consumer confidence declined one index point in the second quarter to a score of 96. Regionally, confidence continued to rise in Europe, increasing two points to 79. Confidence held stead in Asia-Pacific, but fell in the three remaining regions.
Demographics and buying behavior are critical for any company to understand consumer preferences and demand. But consumer purchasing data can also help nonprofit organizations looking to better understand, serve and reach their populations of interest.
As evidenced by the critical acclaim for Laverne Cox in “Orange is the New Black” and cheers for soccer star Abby Wambach, entertainers who identify as LGBT are not only some of today’s most recognizable personalities—they’re highly influential as well.
With roughly three-quarters of Americans owning a smartphone, the ability to connect via mobile is now a necessity—for consumers looking to connect with content, as well as for marketers looking to connect to them.
Long-term sales are what separate the winning innovations from those that fall short. However, sustaining growth is no easy feat, especially in a market where consumers are exposed to new experiences every day.
As the media landscape evolves, so too do the sources consumers use to find out about new products. Globally, shoppers' reliance on earned media is growing while their attention toward some paid media sources are declining.
How do companies, such as global brewer Anheuser-Busch InBev (ABI), make sure their creative efforts are noticed in today's fragmented world? They go where the beer drinkers (or their desired consumers) are—and across industries, that increasingly means going digital.
There’s no shortage of chatter in the media realm about the growth of digital, and the myriad conversations span everything from platform usage to consumption trends to advertising. While digital is a fluid and evolving arena, David Poltrack, chief research officer at CBS Corp., has a clear vision on where it fits into CBS’ strategy.
Much like in any industry, growth is where you find it. And in many cases, trends across an entire category can overshadow individual pockets of opportunity. That’s what’s happening in the U.S. beer market: A couple of key sub-groups are killing it while the overall category is posting lackluster gains.
Globally, more than six-in-10 respondents (63%) say they like when manufacturers offer new products. But while consumers across the globe are enthusiastic about new products, their purchasing patterns vary widely.
Although summer didn’t officially start until late June, the competition on the radio airwaves for annual summer bragging rights has been hot for several months now. Beginning with the Nielsen March PPM results, we’ve been eyeing a handful of major national music formats that are all vying to increase their share of audience come the dog days of summer.
While advertising is inherently a creative process, the implementation of ideas shouldn’t use a free-form approach. In fact, research shows that ad campaigns benefit greatly when marketers use a tightly controlled implementation process to help them maximize results and minimize waste.
In the ad measurement realm, ROI has always been the Holy Grail for marketers. That said, Nielsen’s Randall Beard notes that there’s more to the story than simply understanding if something looks like a good investment.
Traditionally, consumers haven’t been as engaged with the thermostats in their homes as they have been with their smartphones and tablets. After all, energy consumption isn’t nearly as entertaining as the latest online game or new shopping app. That was then, however, and now, home thermostats are gaining steam, largely because they’re getting “smarter.”
For most marketers, there are two types of shoppers: Those who have bought a brand's product before and those who haven't. Since buyers have already tried a product, marketers can use advertising to encourage additional buying. On the flip side, advertising can also help convert non-buyers into brand users, potentially driving additional market penetration and sales over the longer term.
Brand building can be costly and time consuming, so the ability to grow via line extensions—the use of an established product brand for a new item in the same category–can be extremely advantageous. In fact, line extensions are approximately three to four times more common than “new manufacturer” and “new brand” launches combined.
Embracing today’s digital ecosystem brings both opportunity and challenge. It provides marketers with direct ways to engage with consumers, but the rapidly evolving landscape doesn’t come with clear sign posts to follow.
With an estimated buying power that now eclipses $1.4 trillion annually, the U.S. Hispanic market’s cultural and consumer impact can be felt across multiple industries—even at local bookstores. In fact, Hispanic families are more likely to buy books for their children than the general U.S. population.
In about four months, we’ll have officially made it to "the future"—at least according to the time-stamp on Doc Brown's DeLorean in the "Back to the Future" movie series. So now that we’re there, what will 2020 look like?
Betting on winners and never losing might sound as fictional as a time-traveling DeLorean, but a panel at the recent Consumer 360 conference discussed strategies for using big data as an almanac that can lead to big business outcomes.
When it comes to taking a risk on a new product purchase, why do consumers choose one product over another? What needs and desires drive new product purchasing, and which attributes are most influential in the path to purchase?
Over the past five years, 45% of consumer packaged goods categories had flat or declining sales. New, smaller retail formats, aggressive competition and consumer rejection of a “one size fits all” mentality are leading manufacturers and retailers in search of alternative growth strategies, and many are turning to localization.
At Nielsen’s annual Consumer 360 Conference, Nielsen CEO Mitch Barns and Daniel Zhang, CEO of China-based Alibaba, sat down to discuss how global companies are leveraging digital and big data for commercial gains amid growing fragmentation, technological developments and evolving consumer demand.
During the past four years, U.S. fresh food sales have increased 5%, along with consumer buzz and interest in eating and living well. This growth can implications for the entire store, but its relationship with the center store is often more complicated than simple rivals.
When it comes to hot topics in the media realm, it doesn’t get much bigger than cross-platform audience measurement. It’s also one of the most misunderstood. To iron out the specifics, a distinguished panel of industry experts at this week’s Consumer 360 event offered clarity around what it means and the challenges involved.
Innovation is alive and growing. That’s not to say, however, that it is easy or always garners runaway success. But for the companies that persevere and strive to deliver on unmet consumer needs, the rewards can be brand-building and financially rewarding.