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What: A summary of the most relevant consumer insight research in the U.S., U.S. 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 an AlphaWise/Morgan Stanley survey, about 40% of U.S. consumers think Netflix has the best original programming among premium TV and over-the-top (OTT) subscription video services, up 1% year-over-year (YoY). The next highest ranked service was HBO, with 11% saying it had the best original content, down from 14% last year. Hulu ranked third, with 6% saying it had the best originals, versus 4% last year.

 

  • Medline Remedy® Dermatology Series announced the results of a survey meant to find out what U.S. consumers know about their skincare products. The results show 74% lack confidence that they’re using the right moisturizer for their skin; 84% aren’t knowledgeable about the ingredients in their moisturizer; 73% think the more you moisturize the more hydrated your skin will be (False); and 61% believe that using a moisturizer can prevent wrinkles (False).

 

  • According to Hub Research’s Best Bundle survey of 1,631 U.S. consumers ages 16 to 74, 24% of consumers feel they have too many online TV subscriptions, up from 14% in 2018. One-third of respondents said they would drop at least one service they have now before adding a new subscription, but 64% said they would keep all current subscriptions even if they add a new TV service.

 

  • A recent survey of consumers from the U.S. & U.K. by Globalwebindex found 42% of consumers said that products that have packaging made from recycled and/or sustainable materials are important in their day-to-day shopping. The percentage of consumers globally who have said they are willing to pay more for eco-friendly packaging has grown from 47% to 59% in seven years. More than half of people surveyed said they’re now making a conscious choice to use less disposable plastic than they were doing a year ago.

 

  • Findings from MRI’s Survey of the American Consumer show that one-quarter of Hispanic Millennials agree that speaking English is “a priority” in their homes. That is 16% higher than the overall Hispanic average. Also, 42% of Millennials agree completely that “being part of American culture is important to me” (10% above average).

 

 

 

 

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 the latest State of the American Family Study by Massachusetts Mutual Life Insurance Company (MassMutual), one-third (38 percent) of Latinos believe the American Dream is disappearing. 81% of Latinos surveyed said their financial priority is having a fund for emergencies.

 

  • New data from YouGov Omnibus shows 36% of millennials believe there should be more Latinos in pop culture vs. 27% of the total population. 42% of Millennials and 53% of Hispanics say there should be more Hispanic actors on popular American TV shows. Furthermore, about half (49%) of Americans listen to music in languages other than English. When asked which other languages besides English are spoken or sang in the music they listen to, 52% chose Spanish.

 

  • Nielsen data shows Latinx consumers spend 32 hours a week listening to music, outpacing non-Hispanic Whites and the total U.S. population. Moreover, it’s important to note that music is far more than a listening experience for Latinx consumers. In fact 70% of Hispanics say they follow performers on social media sites, well above non-Hispanic Whites.

 

  • According to a new study on Image-Conscious Consumers by GlobalWebIndex, consumers who care about their appearance are more interested in health and fitness categories (43% of audience).  Also, image-conscious Gen Zers show a strong interest in gaming, photography and gadgets. This type of audience is also more interested in travel (40%) than the average internet user (37%).

 

  • In an April 2018 survey of 1,001 US internet users, millennials told VAB that what they see on TV “always” or “frequently” inspires them to make a purchase. Some 43% of millennial internet users in the US said their decision was influenced by product placement or an advertisement that ran during a show.

 

  • According to Nielsen’s Video 360 report, 51% of people in the U.S. ages 13+ reported buying a physical video in the past year and 42% purchased digital videos. Ages 25-34 are the most likely to pay for both physical and digital videos.

 

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 a new report based on consumer behavior analysis from mobile platform supplier Aki Technologies, QSR sit-down visitors tend to be either younger than 24 or older than 55, and to skew toward the lower-income brackets; consumers who’ve completed graduate school are 3.8% less likely to eat at QSRs; and college graduates are 2% more likely to visit coffee shops.

 

  • A new infographic by GlobalWebIndex shows 38% of Hispanics are heavy users of social media, against 28% of non-Hispanics. According to the statistics, Hispanics stay on social media an average of half an hour more than non-Hispanics.

 

  • A report from Morning Consult found a majority of parents plan on spending at least US $200 on their children’s back-to-school shopping. Overall, 56% of parents plan to spend the same amount on back-to-school shopping as last year, while 30% say they will spend more than last year and 14% say they will buy less.

 

  • According to the NPD, the number of consumers cooking at home for themselves increased, while visits to restaurants fell flat in May of 2018. Portalatin explains that this could be because of the rising cost of restaurant meals mixed with the growing popularity of streaming entertainment. NPD says that 4 out of every 5 meals are prepared in U.S. kitchens.

 

What: GlobalWebIndex and Publicis Media have published a dataset offering information about online behaviors, cultural preferences, and linguistic choices of Hispanic Americans.
Why it matters: Hispanics represent 18% of the U.S. population; this data will help brands understand the segment’s complexities according to linguistics, regions, and cultural affiliations.

Data technology firm GlobalWebIndex has partnered up with public relations and advertising agency Publicis Media to take a deep look into the online behaviors, cultural preferences, and linguistic choices of Hispanic Americans, who now account for 18% of the U.S. population.

The dataset, which has just made public, offers wide information that details consumer profiles and highlights the cultural nuances of this increasingly important segment. The data, which can be segmented between linguistic preferences, will allow brands to understand the complexities between Spanish-speaking Hispanics and bilingual Hispanics, and segmentation by state and region, as well as by country of origin with which consumers feel most affiliated, will provide companies with a better grasp of individual identities of consumers.

“This data allows marketers and brands to quantify perception as a source of intent for the Hispanic market for the very first time,” said Jason Mander, Chief Research Officer at GlobalWebIndex, in a press release. “Targeting Hispanic cultures appropriately has long been a challenge for marketers, but with this data, we can provide insights that can help create, segment and better address the behaviors, attitudes, and sentiment of this sector. The benefits of a data set like this are immeasurable.”

 

“Hispanic population growth continues to be the key driver of GDP and populations are projected to double — even triple — in certain markets,” added Tim Jones CEO, Publicis Media, Americas. “This dynamic audience tends to be more appreciative of and loyal to advertised brands. And for advertisers seeking new areas of growth, the Hispanic population presents the most scaled opportunity. Every advertiser in America should have a clear and representative picture of this audience and its powerful influence.”

 

Among the insights released in the dataset, GlobalWebIndex and Publicis Groupe found that almost 60% of Hispanic Americans are bilingual or Spanish-first at home, but 78% prefer English when using electronic devices, of which smartphones are the most important. While non-Hispanics spend less than two hours online via mobile, Hispanics average three hours on their phones, effectively leading the shift to mobile.

Spanish-first Hispanics showed in pink; bilingual in fuchsia; English-first in violet.

They also found that Spanish-first Hispanics are 3x as likely as English-first Hispanics to feel a connection to their Hispanic heritage via the sports they follow and the TV they watch. Interestingly, it is bilingual Hispanics who use Netflix the most, 85% as opposed to Spanish-first and English-first Hispanics, with 75% and 76% respectively.

Black shows Hispanics in average, while grey refers to non-Hispanics.

 

Bilingual Hispanics have a higher interest in music streaming as well. 78% of them use Spotify or Pandora, while only 56% of non-Hispanics access these sites. In terms of specific genres, it was found that Spanish-first Hispanics clearly prefer Latin music, while bilingual and English-first Hispanics have broad music taste.

Other findings, according to the press release, are that 24% of Hispanics believe the US economy will improve over the next six months while 50% think their personal finances will improve over the same period (compared to 43% of non-Hispanics). Also, Spanish-first Hispanics lead WhatsApp usage with the most visits within the past month (60%), compared to only 16.7% of all Americans in the same time period. Finally, 61% of Hispanics say they sometimes use Spanglish (words that are a combination of Spanish and English).

 

Consumers are now spending more time with online media than they are with traditional forms of media. Globally digital including social media and mobile internet usage now accounts for 57% of daily media time, according to Globalwebindex.

Overall, consumers now spend an average of 10.7 hours a day with all forms of media and 5.6 hours of that on digital.

Total media

Total online

Global

10.62

5.61

Argentina

12.98

6.49

Brazil

12.11

6.52

Mexico

11.66

7.09

Spain

10.01

5.31

USA

11.67

5.88

Indonesia

12.08

7.02

Malaysia

12.69

8.02

Philippines

12.12

7.17

Poland

11.44

5.65

South Africa

12.18

6.82

Thailand

12.67

6.99

The trend to online is most marked in countries such as UAE and China, where total online time, which includes PC, tablet and mobile takes up 7.3 and 6.1 hours respectively. Offline media such as TV, radio and newspapers still account for the majority of media time in mature internet markets such as the Netherlands, Germany, the UK and US but overall more media time is spent online than offline in 23 out of the 31 major markets tracked by GlobalWebIndex.

 

GLOBAL TIME PASTEL

TV remains the strongest traditional media taking an average of 2.49 hours a day across all markets, peaking at 3.59 hours in the US. Alternative digital forms of TV still have a way to catch up with China leading growth at 1.14 hours a day.

The report also identifies that news is now the content format that consumers are most likely to source online, particularly in emerging markets such as Vietnam, Thailand, Indonesia and Brazil.

Argentina, on the top

Consumers in markets such as Argentina, Malaysia and Thailand spend most time with media both traditional and digital, with Argentina topping the scales at 12.98 hours daily. Consumers in Japan and South Korea spend the least time with the former spending just 7.56 hours.

TV

Radio

Physical Print

Online PC

Online Mobile

Games Consoles

Global

2.49

1.18

0.63

4.33

1.28

0.72

Argentina

2.99

2.14

0.64

4.47

1.76

0.97

Brazil

2.81

1.17

0.71

4.97

1.29

1.16

Mexico

2.49

1.25

0.61

4.69

1.88

0.73

Spain

2.50

1.23

0.53

3.76

1.34

0.64

USA

3.59

1.31

0.51

4.71

0.96

0.59

 

The digitalisation of media is dramatically transforming how consumers spend their time.Social increasingly dominates the time that consumers spend online, globally it accounts for 48% of total digital time, the trend is even more dramatic in emerging internet markets and consumers in Philippines spend 5.4 hours online in social.

 

Online TV

Online Radio

Social Networking

Micro-Blogging

Online News

Blogging

TOTAL ONLINE

Global

0.55

0.57

1.67

0.76

0.63

0.56

5.61

Argentina

0.53

0.94

2.70

0.99

0.51

0.59

6.49

Brazil

0.59

0.74

2.70

1.00

0.46

0.91

6.52

Mexico

0.59

0.83

2.59

1.05

1.23

0.69

7.09

Spain

0.49

0.52

1.52

0.77

1.03

0.50

5.31

USA

0.69

0.68

1.38

0.51

0.58

0.40

5.88

This data shows why it is so critical to build a holistic communications strategy. Consumers worldwide have increasingly digitalised their media consumption and online now dominates the way they spend their day. This is a clear argument for online media to get a greater share of advertising spend, regardless of where you are in the world, said Tom Smith, founder of GlobalWebIndex. 

China, Singapore, Hong Kong, Indonesia, India, Malaysia & Vietnam make up the top 7 mobile/tablet e-commerce markets.

internet Global

Source: A “Global Analysis of How Consumers Spend Their Media Time” is based on more than 32,000 internet users from 31 countries, with surveys answered in the final quarter of 2012.

Consumers are now spending more time with online media than they are with traditional forms of media. Globally digital including social media and mobile internet usage now accounts for 57% of daily media time, according to Globalwebindex.

Overall, consumers now spend an average of 10.7 hours a day with all forms of media and 5.6 hours of that on digital.

Total media

Total online

Global

10.62

5.61

Argentina

12.98

6.49

Brazil

12.11

6.52

Mexico

11.66

7.09

Spain

10.01

5.31

USA

11.67

5.88

Indonesia

12.08

7.02

Malaysia

12.69

8.02

Philippines

12.12

7.17

Poland

11.44

5.65

South Africa

12.18

6.82

Thailand

12.67

6.99

The trend to online is most marked in countries such as UAE and China, where total online time, which includes PC, tablet and mobile takes up 7.3 and 6.1 hours respectively. Offline media such as TV, radio and newspapers still account for the majority of media time in mature internet markets such as the Netherlands, Germany, the UK and US but overall more media time is spent online than offline in 23 out of the 31 major markets tracked by GlobalWebIndex.

 

GLOBAL TIME PASTEL

TV remains the strongest traditional media taking an average of 2.49 hours a day across all markets, peaking at 3.59 hours in the US. Alternative digital forms of TV still have a way to catch up with China leading growth at 1.14 hours a day.

The report also identifies that news is now the content format that consumers are most likely to source online, particularly in emerging markets such as Vietnam, Thailand, Indonesia and Brazil.

Argentina, on the top

Consumers in markets such as Argentina, Malaysia and Thailand spend most time with media both traditional and digital, with Argentina topping the scales at 12.98 hours daily. Consumers in Japan and South Korea spend the least time with the former spending just 7.56 hours.

TV

Radio

Physical Print

Online PC

Online Mobile

Games Consoles

Global

2.49

1.18

0.63

4.33

1.28

0.72

Argentina

2.99

2.14

0.64

4.47

1.76

0.97

Brazil

2.81

1.17

0.71

4.97

1.29

1.16

Mexico

2.49

1.25

0.61

4.69

1.88

0.73

Spain

2.50

1.23

0.53

3.76

1.34

0.64

USA

3.59

1.31

0.51

4.71

0.96

0.59

 

The digitalisation of media is dramatically transforming how consumers spend their time.Social increasingly dominates the time that consumers spend online, globally it accounts for 48% of total digital time, the trend is even more dramatic in emerging internet markets and consumers in Philippines spend 5.4 hours online in social.

 

Online TV

Online Radio

Social Networking

Micro-Blogging

Online News

Blogging

TOTAL ONLINE

Global

0.55

0.57

1.67

0.76

0.63

0.56

5.61

Argentina

0.53

0.94

2.70

0.99

0.51

0.59

6.49

Brazil

0.59

0.74

2.70

1.00

0.46

0.91

6.52

Mexico

0.59

0.83

2.59

1.05

1.23

0.69

7.09

Spain

0.49

0.52

1.52

0.77

1.03

0.50

5.31

USA

0.69

0.68

1.38

0.51

0.58

0.40

5.88

This data shows why it is so critical to build a holistic communications strategy. Consumers worldwide have increasingly digitalised their media consumption and online now dominates the way they spend their day. This is a clear argument for online media to get a greater share of advertising spend, regardless of where you are in the world, said Tom Smith, founder of GlobalWebIndex. 

China, Singapore, Hong Kong, Indonesia, India, Malaysia & Vietnam make up the top 7 mobile/tablet e-commerce markets.

internet Global

Source: A “Global Analysis of How Consumers Spend Their Media Time” is based on more than 32,000 internet users from 31 countries, with surveys answered in the final quarter of 2012.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.