Adobe Analytics


What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.


  • According to research by MRI-Simmons and E-Poll, Hispanics aged 18 and above are 36% more likely to see at least one movie a month than the average moviegoer in the U.S. In addition, one out of 5 Hispanic moviegoers prefer to see a new movie on opening weekend; this makes them 69% more likely to do so compared to the average moviegoer nationwide. Hispanics also are 77% more likely to watch a full-length movie on their smartphone, and the top three genres among Hispanic moviegoers are Action/Adventure, Comedy, and Drama.


  • Nielsen CGA found that the best-selling cocktail across the U.S. is the margarita, followed by the martini, the old-fashioned, and the mimosa. Consumers say they’re willing to spend more per drink in the evening and night timeframes, when the average cocktail costs $9.75 and $10, respectively, versus $8.50 in the morning and $8 in the afternoon.


  • A new survey by investment firm Baird revealed that a small number of consumers are interested in subscribing to an Apple streaming service. The survey included 1,500 American consumers who expressed their insights on upgrading their iPhones. While 67% of respondents said they are planning to purchase new smartphones from Apple, only 18% of the surveyed consumers said they had “some interest” in subscribing to Apple’s streaming service if it gets launched.


  • According to a survey by Adobe Analytics, a third of the 1,000+ American consumers surveyed in January had heard an ad on a smart speaker before, while a third of that subset found that ads playing on smart speakers are less intrusive and more engaging than ads on television, print, online and social media. In addition, 38% of consumers say that their smart speaker experience would be enhanced with a touchscreen, and 64% report keeping a smart speaker in the living room and 46% in the bedroom.


  • Stackla recently surveyed 1,590 consumers and 150 B2C marketers from the U.S., UK and Australia, and found that a staggering 90% of consumers said that authenticity is important when deciding which brands they like and support. An overwhelming 92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.


What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • A recent report by PwC found that 90% of U.S. Hispanic consumers stream video on their mobile devices. PwC analyzed streaming languages for across generations, and it found that 32% of 1st generation Hispanics say they stream in Spanish and English equally, while 41% of second-generation users prefer English over Spanish, and 58% of third-generation consumers stream in English only.


  • According to Nielsen’s National Television Household Universe Estimates, there are 119.9 million TV homes in the U.S. for the 2018-19 TV season. The number of persons age 2 and older in U.S. TV Households is estimated to be 305.4 million, which represents a 0.3 % increase from last year. Increases in U.S. Hispanic, black and Asian TV households were also seen, due to estimated increases in population growth.


  • New research about insurance buying by Claritas shows that 60% of 18-34-year-old decision makers consider themselves to be early adopters of new products. That’s over four times more likely to try new products than their 65+ counterparts. Millennials are also two times more likely to purchase from a trusted company. They are more heavily influenced by brand name, feeling that it is the best indication of quality.


  • A survey of 1000 U.S. adults by Adobe Analytics has found that 32% of consumers now own a smart speaker. Almost half (47%) of smart speaker owners use voice assistants for product research, 43% to create shopping lists, 32% for price comparisons, 28% to research store information and 27% to check for deals and promotions. The Adobe study concludes that after the upcoming holiday season, nearly half (48%) of U.S. consumers will own a smart speaker.


  • According to Nielsen’s data, sales of products featuring American’s favorite fall flavor are already moving off shelves. In the week ended Aug. 25, 2018, sales of products with pumpkin flavorings reached over US $6.9 million, up nearly 10% in dollar growth and more than 7% in unit volume from the same time last year.


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