As the fastest growing multicultural segment in the U.S. with an outsized impact on the consumer marketplace, Asian Americans have emerged as a powerful economic force. The group’s buying behaviors and viewing patterns, however, are different and unique from the total population.
Today’s consumers face a growing array of devices and ways to encounter content–giving them the choice to connect anytime, anywhere. Given that more than 90 percent of Americans tune in to the radio each week, understanding how this fits into consumers’ total engagement will help marketers best reach their audience.
The U.S. market has been tough recently on many of the big consumer packaged goods (CPG) companies, after many years during which the leading players typically fared quite well. The advantage the leaders historically derived from their scale and scope is no longer what it once was, leaving big companies wondering how to adjust.
Marketers who can connect with sports fans have a captive audience. That’s because sports fans are connected and passionate when they’re engaged. And for sports like football, which compete with the holiday shopping season for attention, it’s crucial to deliver the right message in the right environment at the right time.
Integrated multi-screen campaigns are important today in effectively delivering a marketing message. However, client-side marketers, agencies and media sellers expect that importance to grow dramatically more important three years from now.
Earning consumer devotion to a brand or store takes more than just offering a good product. That’s why getting to the heart of what makes a consumer stick or switch can be the difference between flourishing and fading.
Football and wings go hand-in-hand, and for Buffalo Wild Wings it’s one of the busiest times of the year. So the 2012 season, Buffalo Wild Wings saw football as the perfect opportunity to implement a cross-device advertising campaign to capture more consumer time and drive in-store traffic.
Global consumer confidence measured an index level of 94 in Q3 2013, flat from Q2, but sentiment brightened notably in the U.S. and Europe. In the latest round of the survey, consumer confidence increased in 57% of the markets Nielsen measures, up from 45% in the previous quarter.
Marketers continue to gradually increase their global ad spending, as expenditures grew 3.5 percent in the second quarter of 2013 and 3.5 percent on a year-over-year basis for the January-June periods of 2013 and 2012.
With the global middle class growing by 70 million each year, and food prices expected to more than double within the next two decades, the world is entering an unprecedented period of rising demand, economic pressure and aspirationally driven buying behavior.
With a current buying power of $1 trillion that is forecasted to reach $1.3 trillion dollars by the year 2017, the importance of connecting with African-American consumers is more important than ever. Importantly, these consumers are distinct from other consumer groups, and understanding them is critical to making lasting connections.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago.
The road to better jobs, more money and improved lifestyles is all paved by education. More than three-quarters of global online respondents agree that receiving a higher education, such as college, is important and three-fourths believe educational opportunities can lead to better employment and higher income.
While the DVR has become a staple in 50 percent of U.S. homes and has helped changed the way consumers watch video, it’s not the only way consumers can watch on their own terms. Homes without the additional hardware can also watch on their own terms thanks to expanding VOD accessibility.
The path to purchase for innovation in Asia is a long one, as consumers are typically wary of new products and services. Given the rise in innovation in Asia and existing consumer tendencies regarding new products, Nielsen has identified five key ways to succeed with innovation in Asia.
A product launch is a critical time to drive awareness and brand favorability—even more so when focusing the launch on a specific market. So as it prepared to launch its Starbucks Refreshers, Starbucks teamed up with SheKnows.com in order to connect with an ideal audience for its launch.
The demand to measure the return on investment for marketing spending accurately has never been greater. Big data holds the keys to this kingdom, but harnessing and utilizing an overabundance of quality data has not historically been an easy feat.
Do consumers care if the companies they buy products and services from are socially responsible? The models that companies adopt for their corporate social responsibility efforts continue to evolve, but what impact do the varied strategies have on consumer sentiment?
Hispanic women are a key growth engine of the U.S. female population and are expected to become 30 percent of the total female population by 2060, while the non-Hispanic white female population is expected to drop to 43 percent.
Global consumer confidence increased one point to an index of 94 in the second quarter, according to consumer confidence findings from Nielsen. The increase is part of a slow, but steady upward movement in consumer sentiment reported in the first half of the year.
Advertising spend continues to rebound globally, though increases slowed in the first quarter of 2013. According to Nielsen’s quarterly Global AdView Pulse report, global advertising grew just 1.9 percent to $76.6 billion from the first quarter of 2012.
With seven billion people living in the world, new findings from a Nielsen global survey revealed that when it comes to core fundamental lifestyle values centered on family, education or religious aspirations, we are more alike than we are different. What drives our shopping preferences, however, can vary considerably depending on where we live.
In the spectrum of evolving media, nothing is growing faster than the adoption of portable devices and the consumption of content on these devices. At the same time, traditional TV remains vibrant and continues to thrive.
A significant part of the world’s advertising dollars is wasted because companies are unable to accurately track campaign resonance and reaction. Neuroscience, the study of the brain and nervous system, can address this age-old need.
Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make. So the speed of change in the world of media and advertising is creating new uncertainties in the executive suite.
Global consumer confidence increased in the first quarter of 2013, rising two index points to 93 from 91 in Q4 2012. Improved consumer attitudes about job prospects, personal finances across key markets helped drive the quarterly uptick.
2012 closed out on a positive note for the ad industry: globally, ad spend increased 3.2 percent year-over-year to $557 billion. A strong third quarter, which saw growth of 4.3 percent, helped drive the annual uptick. Ad spend growth then receded to a more modest 2.5 percent in the fourth quarter.
To drive profitable growth in the U.S., companies should return their focus to consumers, and their strategies need to tap purchasing behaviors and mindsets that are reflective of the recent recession, the proliferation of retail channels and innovations in technology.