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Nielsen Releases First-Ever Report on Purchasing and Viewing Habits of Veteran Consumers

New York, NY – Nov. 15, 2018 – The demographic makeup of the U.S. veteran population is mirroring the increase in diversity in the overall U.S. population, and that population shift is having profound effects on the way veterans make purchases and consume content, according to a new report from Nielsen. While veterans show a preference for traditional forms of media and entertainment, brands and advertisers seeking to reach these informed, active and civically engaged consumers must not overlook emerging digital platforms when designing media plans.

Nielsen released Beyond the Uniform: A Look at Today’s Veterans, it’s first-ever report on the media and purchasing habits of veteran consumers, in collaboration with the the HeroPrenuer National Veteran Business Summit, powered by the HeroZona Foundation in Phoenix, Ariz. Chad Dreas, Nielsen’s SVP, Media Effectiveness and Executive Sponsor of its Support and Employee Resources for Veterans (SERV) Employee Resource Group, presented key insights from the report at the Business Diversity Summit session, hosted by the Arizona Hispanic Chamber of Commerce.

“The veteran population in the U.S. is small but distinct,” said Dreas. “While there are life experiences inherent to military service that unite veterans and drive behaviors like civic engagement and outdoor activity, the diversity within this community has changed veterans’ shopping habits and made them increasingly reliant on digital media. These are important trends for companies to grasp, because veteran households spend more and make more shopping trips than the average U.S. household; this presents a tremendous opportunity to companies able to reach and engage with veterans.”

The report also analyzes the current state of advertising to veterans and active military members, in addition to examining the purchasing and viewing habits of veteran consumers. Military advertising spend was outpaced by spend in the university recruitment and employment recruitment categories in 2017. However, there is an opportunity for military advertisers to increase digital ad spend (only 10% of total military advertising spend). Doing so could increase the reach of these ads, as nearly one-fifth of veterans report spending between one and two hours per day on social networking platforms.

The report was created by Nielsen’s SERV Employee Resource Group, and released in collaboration with HeroPreneur and the HeroZona Foundation. Learn more about Nielsen’s Employee Resource Groups and Diversity & Inclusion strategy and join the conversation on Facebook (Nielsen Community) and Twitter (@NielsenKnows).

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit



Graham Behlow