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We are looking at Nielsen’s social content ratings of the week of May 13 to 19 in order to get a good sense of which social platforms are the best tool to engage with viewers and to learn where audiences are, what they’re watching, and what they’re saying.

 

On Sunday night, Game of Thrones set an HBO ratings record as 19.3 million viewers tuned in to watch the series’ final episode in the U.S. After 9 years since season 1, fans all over the world watched the ending of the TV show that some say ushered the new Golden Age of television.

HBO reaches fans at home through HBO and HBO Latino, as well as through its OTT Streaming Service HBO Go. It has inspired Netflix, Apple, and Amazon to look for “their own Game of Thrones” show, with mixed results. Even HBO has ensured dollars keep coming in and has planned up to five spin-off shows.

Most Game of Thrones viewers are millennials, as research shows. The show is a great case study in marketing for this generation, as it has managed to build a powerful brand via strong community building, strategic content marketing, and appropriate use of channels and resources.

Interestingly, most interactions about Game of Thrones happen on Twitter, and this is directly related to the fact that most Twitter users are millennials. Data shows 80% of Twitter users are millennials; in fact, a study about online behavior shows, together with Facebook, it’s one of the only social networks that have survived from the list of platforms they used 10 years ago.

According to Nielsen’s Weekly Social ratings, Game of Thrones has been on the top three shows with most interactions on social media since the 8th season started. The series finale generated 7.4 million interactions, and 7.2 million took place on Twitter. This accounts for 32% of interactions about the top 10 TV episodes of the week.

When we look at the rest of the shows on the top 10, we find that most interactions happen on Instagram. On spots two and three respectively, American Idol generated 4.5 million interactions (80% on Instagram) and the NBA Draft Lottery generated 2.8 million (64% on Instagram).

See the rest of the top 10 shows of the week below.

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1HBO

Game of Thrones

5/19/19

7,401531157,232
2ABC

American Idol

5/19/19

4,5155383,656321
3ESPN

2019 NBA Draft Lottery

5/14/19

2,8581241,809925
4CBS

The Big Bang Theory

5/16/19

1,8072131,379214
5CBS

The Late Show With Stephen Colbert

5/15/19

1,58585821,418
6USA Network

WWE Monday Night RAW

5/13/19

1,373731,076224
7ABC

Grey’s Anatomy

5/16/19

1,0945896372
8CBS

Unraveling the Mystery: A Big Bang Farewell

5/16/19

1,0854894196
9USA Network

WWE SmackDown!

5/14/19

88246704131
10The CW

Riverdale

5/15/19

7925476311

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 Viant’s people-based platform, which consists of more than 250 million registered users, Game of Thrones fans’ liquor preferences have changed since 2017. Namely, they’re 11% less likely to buy Bacardi, 12.8% less likely to buy Johnnie Walker, 6.2% less likely to buy Grey Goose and 2.8% less likely to buy Absolut. These days, GoT viewers are 21% more likely to buy Jameson, 19% more likely to buy Tito’s and 14% more likely to buy Malibu compared to non-viewers of the show.

 

  • Media agency UM has released the results of its 10th “Wave” study, which tracked more than 56,000 active internet users across 81 countries, evaluating trust in social media. Only 8% of internet users believe that the bulk of information shared on social media is true, dropping to 4% when it comes from influencers. According to 12% of global respondents, even governments are more trustworthy than most celebrity influencers (in the U.S. this number falls to 6%).

 

  • According to a study by DoSomething Strategic, which surveyed 1,908 DoSomething.org members ages 13–25 about their awareness of 88 retail and consumer brands’ support of social causes, platforms and issues, 66% of young consumers say that a brand’s association with a social cause positively influences their overall impression of the brand, and 58% say this association will affect their likelihood of purchasing that brand. However, an average of just 12% of respondents had “top of mind” associations between brands they were familiar with and a social cause of platform.

 

  • A new Consumer Technology Association (CTA) study shows that almost one-third (31%) of U.S. homes now own a smart speaker, up from 8% three years ago. Smart appliances (light bulbs, thermostats, home security, cameras, and robotic vacuums) are owned by 17% of the households. CTA projects that smart home devices will see the largest gains in household adoption next year. In wearables, smartwatch adoption grew 5% to reach 23% of households and fitness trackers grew 4% to reach 29% of U.S. households.

 

  • According to a new Pew Research Center survey, most U.S. adults (66%) are satisfied with the racial mix in their area. A majority (54%) says children should go to local schools, even if that results in most schools being less diverse. Fewer (42%) say children should go to schools that are racially and ethnically mixed, even if that means some students go to school outside of their local community.

 

  • A recent Nielsen survey of over 20,000 consumers shows that buying local has high awareness among U.S. consumers, topping the charts at 46%. However, not all consumers agree on what “local” means. Nielsen found that the highest agreement for a definition was for shelf-stable goods, with 34% of respondents saying products in this category can be local as long as they come from within the U.S. When asked about which products consumers really care about buying local, produce tops the list, as 58% of respondents said that buying local produce is important to them. The majority of consumers also say local is important when it comes to bakery, eggs and food service.

 

 

 

What: CNN en Español delivered its highest-rated quarter since subscribing to Nielsen in April 2018.
Why it matters: CNN en Español has been covering the political and humanitarian crisis in Venezuela, reaching more total viewers than ever since subscribing to Nielsen.

Led by the on-going coverage of the political and humanitarian crisis in Venezuela, CNN en Español delivered its highest-rated quarter in prime & total day during 1Q’19, since subscribed to Nielsen* among Total Viewers,  Adults 25-54 & Adults 18-49.

1Q’19 also produced the two best-performing months (#1 Feb’19, #2 Jan’19) for CNN en Español during prime & total day since subscribed to Nielsen*.

In this quarter, CNN en Español also delivered its highest rated one-day total day average (2/23/19 – Crisis at Venezuela-Colombia Border) among Total Viewers. Adults 25-54 and  Adults 18-49 , since subscribed to Nielsen*.

Source: Nielsen, CNNE (Apr’18-March’19, thru 03/31/19), L+7/LSD blended, P2+, A25-54, A18-49, Prime (M-S 8p-11p), Total Day (M-S 6a-6a).
*Note: CNNE began Nielsen subscription on Apr’18.

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.

 

We are looking at Nielsen’s social content ratings of the week of February 18 to 24 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.

 

This week, Nielsen’s Weekly Social Ratings show just how much of a passion point movies are. The first ever hostless Oscars show was the star, as it generated more interactions than any other special episode or sports event. Whereas previously we had seen sports inspired a great percentage of social activity, interactions related to TV episodes or specials accounted for 62% of the rankings this week, similarly to what happened with the 61st Grammy Awards Show. Furthermore, we can see that Hispanics brought about a good amount of social interaction as well, as the Premio Lo Nuestro show took the second spot right behind the Oscars, and 5 out of 10 personalities on the Top Talent list were Latinos. Take a look at the key insights below.

 

WEEKLY TOP TEN SERIES AND SPECIALS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1ABC

The Oscars

2/24/19

17,6797523,48613,440
2Univision

Premio Lo nuestro 2019

2/21/19

6,6944166,100178
3NBC

America’s Got Talent

2/18/19

1,6562331,250173
4USA Network

WWE Monday Night RAW

2/18/19

1,50695982428
5USA Network

WWE SmackDown!

2/19/19

1,11267774271
6ABC

Grey’s Anatomy

2/21/19

7323362474
7ABC

The Bachelor

2/18/19

5783187388
8NBC

This is Us

2/19/19

4862637387
9CBS

The Big Bang Theory

2/21/19

4091237721
10NBC

Ellen’s Game of Games

2/19/19

376734425

[Source: Nielsen]

Key Insights

  • Out of the total of interactions on the top ten spots, 62.7(31.2 million posts) were related to a TV episode or special.
  • Facebook had 1.6 million interactions, a significant decrease compared to the previous analysis’ 4.9 million.
  • Twitter received 15 million interactions with TV episodes or specials, winning once again over the other two platforms.
  • Most interactions (76%) about the Oscars happened on Twitter, just as it happened with the Grammy’s two weeks ago.

 

WEEKLY TOP TEN SPORTS EVENTS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1ESPN

North Carolina at Duke

College Basketball

2/20/19

3,1841141,8331,237
2ABC

Houston Rockets at Golden State Warriors

NBA Basketball

2/23/19

2,327801,978268
3TNT

Houston Rockets at Los Angeles Lakers

NBA Basketball

2/21/19

1,778791,289410
4ESPN*, ESPN Deportes

San Antonio Spurs at Toronto Raptors

NBA Basketball

2/22/19

1,336441,110182
5ESPN*, ESPN Deportes

Utah Jazz at Oklahoma City Thunder

NBA Basketball

2/22/19

1,04581705259
6TNT

Boston Celtics at Milwaukee Bucks

NBA Basketball

2/21/19

83922663154
7NBC

Pittsburgh Penguins vs. Philadelphia Flyers

NHL Hockey

2/23/19

80465484255
8NBA TV

San Antonio Spurs at New York Knicks

NBA Basketball

2/24/19

57314445113
9ESPN

Duke at Syracuse

College Basketball

2/23/19

46420319125
10FOX*, FOX Deportes

Folds of Honor QuikTrip 500

NASCAR Monster Energy Series

2/24/19

38265138179

[Source: Nielsen]

Key Insights

  • Over 12.7 million interactions, or 25% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports.
  • From these, only 584,000 interactions were posted on Facebook.
  • Twitter received 3.1 million posts related to sports events, or 24%.
  • About 70(8,9 million) posts were made on Instagram, making it the winning platform in the sports category once again.
  • Most events were basketball matches, though a Nascar event and an NHL one also generated interactions.

TOP TEN WEEKLY TALENT

RANKNETWORK / TALENT / PROGRAMENGAGEMENTS
(000)
FacebookInstagramTwitter
1Univision

Lele Pons

Premio Lo nuestro 2019

92819243
2Univision

Anitta

Premio Lo nuestro 2019

906488616
3Univision

Natti Natasha

Premio Lo nuestro 2019

74337391
4ABC

Bohemian Rhapsody

The Oscars

6464352380
5ABC

Angela Bassett

The Oscars

516814313
6NBC

Terry Crews

America’s Got Talent

4972542745
7Univision

Daddy Yankee

Premio Lo nuestro 2019

449414063
8ABC

Jason Momoa

The Oscars

42004200
9NBC

Ellen DeGeneres

Ellen’s Game of Games

370634223
10Univision

Nacho

Premio Lo nuestro 2019

36603660.1

[Source: Nielsen]

Key Insights

  • According to Nielsen’s data, 5.8 million viewers engaged with the top ten posts sent directly from social media accounts owned or affiliated with TV programming.
  • For the top 10 spots, Facebook received 204,000 engagements, Twitter got 174,100, and Instagram came out on top again with 5,4 million.
  • The relationship between top series and top TV talents is very close: all of the top 10 TV talents appeared in the transmission of the popular shows of the week.
  • Interestingly, 5 out of 10 of the most popular talents appeared on Premio lo Nuestro, and are U.S. Hispanics.

 

We are looking at Nielsen’s social content ratings of the week of February 4 to 10 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.

 

After the excitement created by the LIII Super Bowl, we are now well into the award season. This week, Nielsen’s Weekly Social Ratings show that the 61st Annual Grammy Awards generated more interactions than any other special episode or sports event. Whereas previously we had seen sports inspired a great percentage of social activity, interactions related to TV episodes or specials accounted for 65% of the rankings this week. Take a look at the key insights below.

 

WEEKLY TOP TEN SERIES AND SPECIALS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1CBS

61st Annual Grammy Awards

2/10/19

26,2159535,13220,130
2TV Event

State of the Union 2019

2/05/19

15,1721,77369812,701
3USA Network

WWE Monday Night RAW

2/04/19

1,401119996286
4NBC

The Tonight Show Starring Jimmy Fallon

2/05/19

9757788316
5NBC

America’s Got Talent

2/04/19

940226507207
6The CW

Supernatural

2/07/19

927170161596
7The CW

Riverdale

2/06/19

9132572339
8USA Network

WWE SmackDown!

2/05/19

83185553193
9ABC

Grey’s Anatomy

2/07/19

6342654167
10MTV

Nick Cannon Presents: Wild ‘n Out

2/08/19

504847520

[Source: Nielsen]

Key Insights

  • Out of the total of interactions on the top ten spots, 65(48.5 million posts) were related to a TV episode or special.
  • Facebook had 4.9 million interactions, a significant increase compared to the previous week’s 0.7 million.
  • Twitter received an astounding 34.5 million interactions with TV episodes or specials, winning by a landslide over the other two platforms.
  • Most interactions (76%) about the 61st Grammy Awards happened on Twitter, just as it happened with the State of the Union transmission (83% of interactions on Twitter).

 

WEEKLY TOP TEN SPORTS EVENTS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1TNT

Los Angeles Lakers at Boston Celtics

NBA Basketball

2/07/19

6,0403394,5601,142
2Pay-Per-View

Whittaker vs. Gastelum

UFC 234

2/09/19

2,003241,728250
3ABC

Los Angeles Lakers at Philadelphia 76ers

NBA Basketball

2/10/19

1,879531,290535
4NBA TV

Miami Heat at Golden State Warriors

NBA Basketball

2/10/19

1,779821,520176
5ESPN

San Antonio Spurs at Golden State Warriors

NBA Basketball

2/06/19

1,597671,378152
6ESPN

Denver Nuggets at Philadelphia 76ers

NBA Basketball

2/08/19

1,344311,114199
7ABC

Oklahoma City Thunder at Houston Rockets

NBA Basketball

2/09/19

1,20963903244
8ESPN*, ESPN Deportes

Whittaker vs. Gastelum – Prelims

UFC 234

2/09/19

1,11413988113
9ESPN

Duke at Virginia

College Basketball

2/09/19

83229657145
10ESPN

Washington Wizards at Milwaukee Bucks

NBA Basketball

2/06/19

82232559230

[Source: Nielsen]

Key Insights

  • Over 18.6 million interactions, or 25% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports. This means a considerable drop compared to the previous weeks.
  • From these, only 733,000 interactions were posted on Facebook.
  • Twitter received 3.1 million posts related to sports events, or 16,6%.
  • About 78(14,6 million) posts were made on Instagram, making it the winning platform in the sports category once again.
  • Most events were basketball matches, though a couple of UFC events also generated interactions.

 

 TOP TEN WEEKLY TALENT

RANKNETWORK / TALENT / PROGRAMENGAGEMENTS
(000)
FacebookInstagramTwitter
1CBS
Cardi B61st Annual Grammy Awards
2,98202,877104
2CBS
Miley Cyrus61st Annual Grammy Awards
772590713
3TV Event
Donald TrumpState of the Union 2019
7645250239
4CBS
J Balvin61st Annual Grammy Awards
538195145
5The CW
Jared PadaleckiSupernatural
4511300320
6CBS
Shawn Mendes61st Annual Grammy Awards
43000430
7CBS
Anna Kendrick61st Annual Grammy Awards
36200362
8CBS
Lady Gaga61st Annual Grammy Awards
355630292
9CBS
Camila Cabello61st Annual Grammy Awards
35000350
10NBC
Terry CrewsAmerica’s Got Talent
3173120780

[Source: Nielsen]

Key Insights

  • According to Nielsen’s data, 7.3 million viewers (double the amount from the previous week) engaged with the top ten posts sent directly from social media accounts owned or affiliated with TV programming.
  • For the top 10 spots, Facebook received 827,000 engagements, Twitter got 2,8 million, and Instagram came out on top again with 3,5 million.
  • The relationship between top series and top TV talents is very close: 7 out of the top 10 TV talents appeared in the transmission of the Grammy Awards.

 

We are looking at Nielsen’s social content ratings of the week of January 28 to February 3 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.

 

This week, the Super Bowl got everyone talking on Social Media, or that seems to be the case if we look at Nielsen’s Social Ratings from January 28 to February 3. As we saw in the previous analysis of Nielsen’s rankings, Instagram is the clear winner of TV-programming-related social media; just as the last time, more than half (59%) of the interactions and engagements with the top 30 TV specials or talents were posted on Instagram, while Twitter received 22 million and Facebook was last with 3.1 million. Overall, this period of time saw an increase of about 22 million posts on social media, mostly due to the Super Bowl. Here we extract a few insights from Nielsen’s data in order to get a good sense of which broadcasters and programs generate more engagement, and will try to find out whether there is a relationship between topics and social media.

 

WEEKLY TOP TEN SERIES AND SPECIALS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1CBS

NFL Honors

2/02/19

2,958982,501359
2USA Network

WWE SmackDown!

1/29/19

2,3351411,783411
3USA Network

WWE Monday Night RAW

1/28/19

2,1761211,681374
4ABC

Grey’s Anatomy

1/31/19

1,350541,19997
5NBC

America’s Got Talent

1/28/19

1,278206846226
6The CW

Riverdale

1/30/19

9933775215
7NBC

Brooklyn Nine-Nine

1/31/19

66111443206
8NBC

The Titan Games

1/31/19

644961124
9Univision

Mira quien baila All Stars

2/03/19

630505764
10The CW

Supernatural

1/31/19

46534120311

[Source: Nielsen]

 

Key Insights

  • Out of the total of interactions on the top ten spots, 21.7% (13.4 million posts) were related to a TV episode or special.
  • Facebook had 727,000 interactions, almost 300,000 more than the week of January 14-20.
  • Twitter, received 2.2 million interactions with TV episodes or specials.
  • However, none of those two could match Instagram, which got 10.5 million posts, about 78% of the top 10 posts in this category.
  • Instagram won by a landslide on almost all the events, except for Supernatural, which got more interactions on Twitter.
  • Interestingly, one of the shows in the top 10 was Mira quien baila All Stars, a Latino-oriented TV program.

 

WEEKLY TOP TEN SPORTS EVENTS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1CBS*, ESPN Deportes
New England Patriots vs. Los Angeles Rams Super Bowl LIII
2/03/19
32,2881,79112,97817,520
2ABC
Los Angeles Lakers at Golden State Warriors
NBA Basketball
2/02/19
2,924972,388439
3TNT
Philadelphia 76ers at Golden State Warriors
NBA Basketball
1/31/19
1,720591,433228
4ABC
Oklahoma City Thunder at Boston Celtics
NBA Basketball
2/03/19
1,632401,405186
5NBA TV
Golden State Warriors at Indiana Pacers
NBA Basketball
1/28/19
1,539661,277196
6ESPN
Boston Celtics at New York Knicks

NBA Basketball
2/01/19

1,425511,142232
7TNT
Philadelphia 76ers at Los Angeles Lakers
NBA Basketball
1/29/19
1,401261,079296
8ESPN
Houston Rockets at Denver Nuggets
NBA Basketball
2/01/19
1,226421,033151
9TNT
Milwaukee Bucks at Toronto Raptors
NBA Basketball
1/31/19
70837504167
10ESPN
St. John’s at Duke
College Basketball
2/02/19
5552143698

[Source: Nielsen]

Key Insights

  • Over 45.4 million interactions, or 73% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports.
  • From these, 2.2 million (4.8%) interactions were posted on Facebook.
  • Twitter received 19.5 million related to sports events, or (42%).
  • About 51%(23.6 million) posts were made on Instagram, making it the winning platform in the sports category, though not by far.
  • The LIII Super Bowl took the first spot, receiving 70% of the interactions with the top 10 sports and 52% of all the top interactions and engagements overall.
  • The remaining 30of posts were related to basketball events; spots 2 to 9 were NBA matches, and spot 10 was a College Basketball match.
  • Instagram was the top platform for NBA fans, but Twitter is still the winner for NFL.

 

WEEKLY TOP TEN TV TALENT

RANKNETWORK / TALENT / PROGRAMENGAGEMENTS
(000)
FacebookInstagramTwitter
1NBC
Terry Crews
America’s Got Talent
62724498105
2NBC
Dwayne Johnson
The Titan Games
589657013
3Univision
Angelique Boyer
Amar a muerte
395133820.2
4Univision
Sebastian Yatra
Mira quien baila All Stars
22352171
5CBS*, ESPN Deportes
Maroon 5
Super Bowl LIII
212960116
6NBC
Ellen DeGeneres
Ellen’s Game of Games
188415529
7Syfy
Lana Condor
Deadly Class
17201648
8The CW
Danielle Panabaker
The Flash
153313218
9ABC
Caterina Scorsone Grey’s Anatomy
10301003
10NBC
Howie Mandel America’s Got Talent
101171866

[Source: Nielsen]

Key Insights

  • According to Nielsen’s data, 2.7 million viewers engaged with the top ten posts sent directly from social media accounts owned or affiliated with TV programming.
  • For the top 10 spots, Facebook received 168,000 engagements, Twitter got 359,000, and Instagram came out on top with 2.2 million.
  • The relationship between top series and top TV talents is rather close, especially in the case of America’s Got Talent’s Terry Crews. Even though Ellen’s Game of Games is on the 10th spot of the former list, she was the second most popular TV talent of the week.
  • Two Latino stars are present in this ranking: Angelique Boyer and Sebastian Yatra.

 

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.

  • STR’s Consumer Travel Insights 2019 report series revealed 69% of global travelers used online review sites for their most recent trips. Word of mouth was very important for 51% of travelers, who used personal recommendations to help plan their trip. Of those who booked their holiday through an OTA, 55% used the service because it enabled comparison of multiple accommodation options. Only 29% of travelers used the service because it offered the best deal. 41% of travelers have at some point used Airbnb, with 92% being aware of the property sharing service.

 

  • According to new data by Nielsen, frozen, fully cooked chicken wings are still a very popular Super Bowl food. Deli counter wings remain a popular option for fully cooked chicken wings (with sales up 15% to $650 million from $565 million last year). Fresh wings have also skyrocketed, with sales up 31.4% in the past year. Moreover, online wing sales in the seven days leading up to and including the Super Bowl catapulted from $7,984,198 in 2017 to $11,562,723 in 2018, a 45% increase.

 

  •  According to the new study conducted by MAGNAIPG Media Lab and ViralGains, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey. The study tested two video ad journeys among 6,000 consumers in the third quarter of 2018. On average, 59% of ad impressions were wasted with standard video retargeting. Consumers on a sentiment-driven journey were more likely to take action – 7x more likely to search for the brand and 2x more likely to visit the brand’s website.

 

  • Food companies target Hispanic and black youth with advertisements almost exclusively for fast food, candy, sugary drinks, and unhealthy snacks, according to a new report by the University of Connecticut, Drexel University, and the University of Texas Health Science Center. Those unhealthy foods represented 86% of food advertising spent on black-targeted television programming, and 82% of advertising spending on Spanish-language television, in 2017, the study found.

 

  • Seventy-three percent of Republicans in a Pew Research Center study say the media does not understand themThe study found that Republicans surveyed felt misunderstood by the media, regardless of demographic traits and media consumption habits. Across the aisle, 40% of Democrats in the survey felt misunderstood, while 58% felt understood by news organizations.

 

  • Also according to Pew Research Center’s dataHispanics are on track to be the largest racial or ethnic group to be eligible to vote in a presidential election. According to Pew, Hispanics are projected to be about 13.3% of the electorate in 2020, which would make them the largest racial or ethnic minority of the electorate for the first time. In 2016, Hispanics were 11.9% of the electorate; African-Americans were 12.5% and are projected to remain the same in 2020.

 

We are looking at Nielsen’s social content ratings of the week of January 14-20 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.

 

This week, Nielsen’s Social Ratings show that Instagram was the clear winner of TV-programming-related social media with 24.1 million (61%) interactions, while Twitter received 13.4 million and Facebook was last with 1.9 million. Here we extract a few insights from Nielsen’s data in order to get a good sense of which broadcasters and programs generate more engagement, and will try to find out whether there is a relationship between topics and social media.

 

WEEKLY TOP TEN SERIES AND SPECIALS

January 14-20, 2019

[Source: Nielsen]

Key Insights

  • Out of the total of interactions on the top ten spots, 24% (9.5 million posts) were related to a TV episode or special.
  • Facebook had 429,000 interactions, way behind Twitter, which received 1.9 million.
  • However, none of those two could match Instagram, which got 7.2 million posts, or 75% of the posts.
  • The top two spots were taken over by USA Network and WWE. Combined, both events generated almost half (43%) of the interactions.
  • Instagram won by a landslide on almost all the events, except for The Bachelor, which got more interactions on Twitter.

 

WEEKLY TOP TEN SPORTS EVENTS

January 14-20, 2019

[Source: Nielsen]

Key Insights

  • Over 30 million interactions, or 76% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports.
  • From these, 1.5 million interactions were posted on Facebook (only 5%).
  • Twitter received 11.5 million related to sports events, or (38%).
  • About 56% (16.9 million) posts were made on Instagram, making it the unanimous winning platform in the sports category.
  • NFL events took the first two spots (57% of sports interactions), with the Patriots vs Chiefs match generating a third of all the interactions with sports events of the week.
  • The remaining 43% of posts were related to basketball events; spots 3 to 9 were NBA matches, and spot 10 was a College Basketball match.
  • Instagram was the top platform for NBA fans, but Twitter is still the winner for NFL followers.

 

WEEKLY TOP TEN TV TALENT

January 14-20, 2019

[Source: Nielsen]

Key Insights

  • According to Nielsen’s data, 2.1 million viewers engaged with the top ten posts sent directly from social media accounts owned or affiliated with TV programming.
  • For the top 10 spots, Facebook received 16,000 engagements, Twitter got 431,000, and Instagram came out on top with 1.6 million.
  • The relationship between top series and top TV talents is rather close, especially in the case of America’s Got Talent’s Terry Crews. Even though Ellen’s Game of Games is on the 10th spot of the former list, she was the second most popular TV talent of the week.

 

Cover photo created by rawpixel.com – www.freepik.com

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 Packaged Facts in the report The Financial Services Market: African Americans and Hispanics, as of 2018, some 70% of U.S. adult consumers say they don’t like the idea of being in debt—a response rate has held relatively steady since 2009, even as consumers have gradually added debt to their balance sheets. African American consumers are 28% less likely than the average U.S. consumer to feel financially secure, but at the same time, they are 16% less likely than average to view the idea of being in debt negatively. Likewise, Hispanic consumers are 15% less likely than the average U.S. consumer to feel financially secure, and they are also more likely than average to say they are no good at saving money.

 

  • US organic sales surpassed US $21 billion in sales in the 52-week period ended Nov. 24, 2018, which was up nearly 9% from the previous 52-week period, according to Nielsen Homescan household projected data. Millennials spent 14% more on organic products compared to the previous 52-week period, and Hispanic consumers spent over 13% more.

 

  • More and more Mexicans are willing to try online grocery shopping, as demonstrated by recent Comscore data. 4.5 million users buy on Walmart, followed by Soriana (1.1 million) and Superama (992,000 users). Bearing in mind that Mexico’s total population reaches over 65 million users, the market of online grocery shopping has great potential in this country.

 

  • The latest findings from MRI’s Cord Evolution research show that Americans watch TV or video in groups almost half (48%) of their total viewing time. Over half (58%) of co-viewing time is spent watching with a “significant other,” while children account for 19%; adult family members, 16%; and friends, 9%. Preferred genres for watching with others change depending on who else is in the room; while Movies come in first or second in all four co-viewing situations, and Comedy TV Shows consistently place in the top three, Sports score highest when friends are the co-viewers.

 

  • According to a report by Pew Research Center, the views of Gen Z – those ages 13 to 21 in 2018 – mirror those of Millennials. Only about three-in-ten Gen Zers and Millennials (30% and 29%, respectively) approve of the way Donald Trump is handling his job as president. This compares with 38% of Gen Xers, 43% of Boomers and 54% of Silents. Similarly, while majorities in Gen Z and the Millennial generation say government should do more to solve problems, rather than that government is doing too many things better left to businesses and individuals, Gen Xers and Boomers are more evenly divided on this issue. For their part, most Silents would like to see a less activist government.

 

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 study by the Pew Research Center shows 81% of teens ages 13 to 17 say social media makes them feel more connected to what’s going on in their friends’ lives, while around two-thirds say these platforms make them feel as if they have people who will support them through tough times. Teens also tend to associate their social media use with positive rather than negative emotions, such as feeling included rather than excluded (71% vs. 25%) or feeling confident rather than insecure (69% vs. 26%).

 

  • According to the 2018 Nielsen Esports Fan Insights report, over 60% of Twitch users view gaming personalities live streaming on Twitch daily, and 70% say they spend more time engaging with esports than traditional ones.

 

  • About 41% of U.S. consumers owned a smart speaker by the end of 2018, almost twice as the end of the previous year, according to a TechCrunch report. U.S. market penetration of smart speaker devices enabled with Amazon’s Alexa grew to about 31% last year, with about 100 million Alexa-enabled devices installed nationwide. Amazon led the way with 66% of the market. Meanwhile, Google Home devices, embedded with Google Assistant technology, achieved 23% market penetration last year.

 

  • The latest survey from YouGov Omnibus revealed that 57% of Hispanic Americans watch videos on platforms like YouTube, Twitch or Facebook. 85% of all respondents prefer how-to-videos, and 44% said they ‘often’ or ‘almost always’ search for a product online or offline after seeing it on a vlog.

 

 

What: Nielsen has released the results of its global connected commerce report, which reveals that
Why it matters: Consumers are spending increasingly more time on an expanded range of diverse digital activities. It is undisputed that internet accessibility, mobile technology and digital innovations are redefining consumers’ every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyles well into the future.

This is the digital era, and as such, we are now living a connected life. That’s the idea that Nielsen has proved with a global survey sent to 30,000 online consumers in 64 countries. The Nielsen Connected Commerce report provides insights into the global connected consumer, shopping traits, category evolution, and barriers, in order to identify future growth prospects.

According to Nielsen, 4 billion people (53% of the global population) are connected to the internet, and nearly all of them (92.6%) connect using their mobile devices. 85% of users (3.4 billion) connect to the internet and spend, on average, six and a half hours online. Consumers get online more often, and they stay connected for longer. It shouldn’t surprise us, then, that the range of activities that can be done online has increased. “Internet accessibility, mobile technology, and digital innovations are redefining consumers’ every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyles well into the future,” declares the report.

Development in retailing has quickly become greater in scope than either the physical or virtual store, and now manufacturers and retailers need to create strategic advantages across channels, touchpoints, and experiences along the purchase journey. Connectivity is laying the foundation for e-commerce growth; it is vital for companies to learn consumers’ online behavior and habits, adoption drivers, tipping points and challenges.

Better connectivity will boost e-commerce

Connectivity’s importance comes from the advantages it has brought upon our lives; it has permitted to do all sorts of things without leaving our homes, from talking to our friends on the other side of the world to receiving just about anything we need at our doorstep, right when we need it. As the report explains, at no point in time could this be more apt than now, considering the merging of multiple factors impacting the complexity of consumers’ lives—and shaping new found shopping experiences. In general, brands need to take three things into account: people now lead busy urban lives and need quicker, easier ways to perform their shopping activities; retail is expanding into new avenues and channels; and we must take into account a whole new generation of native digital shoppers who are used to using these devices and services naturally every day.

The report shows that global online sales in 2017 totaled US $2.3 trillion2 or 10.2% of total retail sales and is expected to reach 17.5% by 2021. In 2019, online retail trailblazer, Amazon, will turn 25 years old. With continued technological innovation e-commerce growth is set to outpace traditional formats for years to come. As the report states, “The combination of existing connected consumers spending more, more often, and newly connected consumers purchasing for the first time will proper e-commerce growth”.

Category performance shows a certain trend of diversification

Travel, entertainment (books, music, events) and durable goods (fashion, IT/mobile, electronics) are traditionally the leading categories for consumers to enter the online retail sphere around the world. After two decades of e-commerce, these categories have higher online purchasing penetration and frequency of purchasing than most consumer goods categories.

The consumer is at the center of the connected commerce opportunity. An e-commerce approach that delivers on the various and varied local consumer preferences and circumstances will have a competitive advantage, but those who solve consumers’ convenience aspirations will win.

However, consumers are looking for a wider range of e-commerce options. With a myriad of services, suppliers, products, and prices to choose from at simpler, more trustful websites, consumers now want to complete transactions online more often. This means a significant opportunity for FMCG categories, which need to be replenished periodically and take up a sizeable portion of consumers’ time to shop in physical stores.

According to the survey results, 17% of consumers are purchasing FMCG products online on a regular basis, while 11% have previously purchased online, but not recently. In addition, 30% of consumers are not currently buying groceries online but are willing to consider doing so in the near future. In developing markets this intent is just as important, with 29% of African and Middle Eastern consumers and 42% of Latin American consumers open to online purchasing.

Seek engagement before purchase

Consumers usually go online looking for information, to compare products and prices before actually buying something. Digital media assets are becoming a vital part of building awareness and consideration, satisfying shoppers’ search needs and delivering tangible links to generate purchase outcomes. As we could expect, it’s all about providing a differentiating experience: as e-commerce continues to evolve there are numerous areas to improve consumers’ overall online experience that will encourage trial and steer conversion to online. With convenience as one of the primary motivators for connected commerce, shoppers are looking for a frictionless experience which saves time, reduces obstacles and provides an enjoyable experience.

Enticers to buy online

Retailers can further solve consumers’ apprehensions via interactive services and guarantees. Same day replacement, free delivery for high-value orders, responsiveness and money back for incorrect orders feature highly to encourage online purchases of consumable products.

In the words of Sue Temple, VP, Global Consumer Insights Product Leadership, Nielsen, “The consumer is at the center of the connected commerce opportunity. An e-commerce approach that delivers on the various and varied local consumer preferences and circumstances will have a competitive advantage, but those who solve consumers’ convenience aspirations will win.”

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 Social Lens Research Voice Command Study: Current State, diverse moms who are constantly online and own multiple devices are the current power users of voice. The study shows 45% of multicultural moms use voice to find a store;  42% use voice to find a movie, and 83% use voice in a car.

 

  • MVI Marketing LLC (MVI)’s team recently completed a consumer research study asking wealthy, millennial age, Asian-American and Hispanic/Latino-American consumers about their shopping preferences and behaviors. Certain brands consistently denote status, quality, prestige, and affluence among Forward-Facing Immigrants (FFI) consumers in this study. They are most likely to purchase luxury travel, spa experiences, and hotels via mobile device or on the internet. Yet other areas such as fashion and jewelry still require the touch and in-person experience. Both Asian Americans and Hispanic Americans also value a personal stylist, private shopping rooms and post-sales follow-up.

 

  • A new Criteo report focuses on where former Toys “R” Us and Babies “R” Us shoppers are now spending. Amazon has become the top Toys “R” Us replacement (34%), though Walmart (31%) has captured nearly as much share, while Target (18%) is also filling in as a substitute. Convenience was cited as the biggest factor in choosing a new retailer for toys and children’s products.

 

  • In a recent studyNielsen tested 35 natural face wash claims among 300 category users who have bought face wash in the past six months to assess which product claims they thought were the most credible and desirable to aid manufacturers to understand which attributes have the most potential for future development. The study found that consumers view classic ingredients like vitamin E, aloe and coconut oil as the most believable in supporting their respective claims.

 

  • Pew Research Center surveyed Americans and asked them to describe in their own words what makes their lives feel meaningful, fulfilling or satisfying. 69% think family is what gives meaning to their lives, while 34% consider their career fills this role. 20% of respondents believe their faith makes their life satisfying, while only 11% think it is “learning”.

 

 

Feature image by Mindandi@Freepik.com

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Karina Wilsher, Global Chief Operating officer of 14-year-old MDC shop Anomaly, was just named the new global CEO and partner of the agency. Wilsher joined Anomaly New York as CEO in 2011 from Fallon UK, where she was managing director. She was named global chief operating officer in 2017.

 

 

 

 

Brian Weiss has been promoted to president and general manager at Cooper Media, which operates Justice Network and Quest under parent corporation Cooper Holdings. Weiss takes over for Steve Schiffman, who is departing the company.

 

 

 

 

 

Hemisphere Media Group, Inc. and MarVista Entertainment have named veteran Mexican producer Ana Celia Urquidi General Manager of Production of their production joint venture committed. In the newly-formed role, Urquidi will oversee all major original productions and will manage the production portion of many of the company’s co-projects.

 

 

 

Nielsen Holding named former IBM and Weather Channel executive David Kenny as its new CEO, effective Dec. 3. Kenny will also join the board of directors of Nielsen.

 

 

 

 

 

 

NBCUniversal has promoted Carrie Stimmel to Executive Vice President, lifestyle and Hispanic advertising sales, responsible for Bravo, E!, Oxygen, Telemundo, Universal Kids and Universo networks. Stimmel, who was senior vice president, lifestyle advertising sales, reports to Laura Molen, who was promoted to president, advertising sales and partnerships of NBCUniversal.

 

 

 

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.

  • Recent Nielsen data shows that sales in the fast-moving consumer goods (FMCG) market are up. Specifically, on and offline FMCG sales totaled more than US $1.01 trillion in the year ended Aug. 25, 2018, which is 2.6% more than a year ago. It is worth noting that e-commerce accounted for 5% of total omnichannel sales, but drove 40% of its growth.

 

  • According to Simmons‘s 2018 State of the Hispanic-American Consumer report, although the Hispanic population is growing among all age groups, it’s the younger generations where we can see the greatest growth. In fact, while 13% of Americans age 35 and older are Hispanic today (up slightly from 12% in 2013), nearly one-quarter of Americans ages 6 to 34 are Hispanic or of Latin origin (up from 23% in 2013).

 

  • As shown in a new survey by Convey, a delivery experience management provider, 98.1% of US internet users agreed that shipping impacts brand loyalty and 83.5% said they wouldn’t buy from a retailer again after a negative delivery experience. Most still choose cost (61.8%) over all other factors, but 9.7% said next- or same-day delivery is the most important factor when choosing shipping, a 59% increase over 2017.

 

  • PwC’s 2018 Holiday Outlook report, a national survey of 2,071 consumers, has found that economic growth in the 2018 holidays is poised to be the strongest since 2005. Consumers said they will spend an average of US $1,250 each this holiday on gifts, travel, and entertainment, an increase of 5% over last year. More than 70% of respondents said they plan to shop on Thanksgiving compared to a scant 40% in 2016.

 

  • As shown in social listening data gathered by Circus Marketing, Mexican consumers have changed their fall-holiday priorities during the last 5 years. In 2014, Halloween generated 51% more conversations on social media than Dia de Muertos, but this has occurred in reverse in 2018 with Día de Muertos generating 9.5% more posts than Halloween, which shows an average annual growth of 17%.

 

  • According to research by Nielsen, 49% of U.S. consumers adhere to a particular diet or health-related eating program. Also, 44% say food allergies, intolerances or sensitivities affect the way they shop. These metrics complement findings from Nielsen’s 2017 sustainability survey, which found that 67% of consumers want to know everything that goes into the food they buy. Additionally, 46% of Americans say that claims on food products have a direct influence on their purchase decisions.

 

What: Nielsen has published its yearly Video 360 Report, meant to help marketers and advertisers understand audiences’ motivations and behaviors around today’s dynamic video landscape.
Why it matters: As content options increase, so decreases audience attention. In order to stay relevant, it’s crucial to understand how consumers are viewing film and TV across devices and platforms.

Never before have consumers had the opportunity to choose from such a vast array of content and avenues available. No matter where they go or what time of day it is, viewers have access to video on multiple screens and platforms, which makes it increasingly harder to get (and retain their attention). In order to cultivate loyal viewers, we need to take a great number of insights into account. Which is why Nielsen has designed a comprehensive video report that offers data for entertainment habits and preferences.

As stated in the introduction, “Audience attention is precious and elusive.” The full report shows how consumers are viewing film and TV across physical, digital, rental, purchase and streaming platforms; which devices viewers use to access content, along with when and why they use those devices. Here, we have included the main highlights of the report provided by Nielsen.

Video Discovery: Family-Franchise Fans Outpace General Population

Across multiple audiences, social media sites and applications gained the most ground over time in how viewers reported discovering new content, growing from 28% in 2016 to 34% this year, a 22%. Looking deeper reveals that family franchise fans are more active on social media than the general population and fans of superhero franchises. Among family franchise fans, 97% have used social media in the past year, compared to 92% of the general population. Fans of superhero franchises also outpace the general population in social media usage with 96%. That said, word of mouth remains the No. 1 way audiences find new content.

Purchasing: 51% of Population Has Bought Physical Video in the Past Year

This year has seen a slight increase in video purchasing, with 51% of the general population reporting that they’ve bought long-form physical video in the past year, compared to 48% in 2017. Digital download purchases also have gained ground, growing from 35% of the general population in 2016 to 42% in 2018. A growing factor in acquiring long-form video is the desire to build a collection, in either physical or digital format. In 2016 only 23% cited collection building as an important factor in their purchase decisions, compared to 30% who said so this year.

Fans of family movie franchises are heavy purchasers. These fans are also the more dogged in their pursuit of specific titles. When asked what they would do if a piece of content was not available in the formats they wanted, family franchise fans were more likely than other fan groups to seek the title in alternative formats rather than look for another title.

Downloading: Family-Franchise Fans Download Films Before They’re Available in DVD

One in four viewers reported downloading or streaming a movie before it was available on DVD or Blu-ray discs. About the same leveraged online platforms to watch movies that were released while still being shown in theaters. Once again, franchise fans outpaced the general population in consuming video content in this manner. Notably, 47%, nearly twice as many family franchise fans as the general population, say they’d downloaded or streamed content before it became available in disc formats.

Streaming: 42% of the Population Has Watched Live-Streamed Video

The vast majority of audiences have incorporated online video into their media diet, with eight out of 10 viewers reporting they use an application or service to stream online videos in a typical week. Live streaming, in particular, is becoming increasingly popular, with 42% of the general population reporting that they’ve ever watched live streamed video. The top three content types for live streaming are TV shows, live streams from social media users and regular season sporting events. More than half the general population has watched short-form videos in the past three months. Again, franchise fans are far more active video consumers than the average population.

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.

As we have seen before, US Hispanics are more active on social media than non-Hispanics. As Nielsen shows in its recent report on Latino’s online behaviors, 19% of US Hispanics aged 18-49 spend 3-4 hours on social media every day. In general, Latino consumers are more likely to own the newest technology, as well as to use the internet for job searching and online courses.

According to SSG’s primary survey, 68% of Spanish-Dominant Hispanics who can vote in Federal elections feel very to extremely confident that they will go out and vote in the November 2018 mid-term elections. Spanish Dominant Hispanics consider that Immigration, Racism, Homeland Security, Gun Control and Health Care are the top 5 issues facing the country.

The Cocktail, Wunderman Mexico’s consulting unit in the area of digital transformation, has presented a report called “E-Commerce Challenges in Mexico”, which shows that 85% of internet users have completed an online purchase in the last year, with electronics leading the list of categories (39%). The services category has grown by 20% compared to last year, with the travel category on top (77%).

Nielsen reports that US consumers’ appetite for protein is growing. 55% of U.S. households say high protein is now an important attribute to consider when buying food. While the popularity of plant-based proteins is certainly growing, data shows that consumers are still choosing traditional sources of protein such as meat, eggs, and dairy as their primary source.

A survey by Diffusion and YouGov has revealed that 81% of US internet users said they would buy at least one item from a D2C brand in the next five years. More specifically, 36% said they would make 1% to 19% of their purchases from D2C brands in the next five years. Convenience was the leading motivator; 27% perceived buying D2C brands as easier than going to a traditional store.

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.

  • A recent survey about social life by YouGov shows that 27% of U.S. residents born in Latin America say “I have a wide social circle, and I enjoy it.” Only 16% of the total population chose this same response. A large number of people in both groups (43% of Latin American-born and 41% of the total population) say that socializing is a part of their life, but not the main focus. While almost one-third (31%) of the total population said they “don’t mind socializing occasionally, but try to avoid it,” only 22% of Latin American-born people said the same.

 

  • A recent August 2018 survey from Morning Consult, which polled 2,202 US internet users, found that Gen Zers and millennials are not always ready to commit to just one product. More than half (51%) of 18- to 21-year-olds said they would like to try out different items, “even when I know there’s one I like.” On the contrary, roughly two-thirds (67%) of Gen Xers and more than three-quarters (75%) of boomers said that when they find a product they like, they buy it over and over again.

 

  • Nielsen’s data on consumer behavior during the summer shows that the week ended Aug. 18, 2018, alone generated nearly US $49 million in sparkling water sales, up 22% from the same time last year. Americans also favor a particular radio format each summer. This year, the Classic Hits format saw the largest boost in audience during the warm weather months compared with the start of the year.

 

  • Jebbit asked 400 U.S. adults to answer how much they trusted 100 of the biggest consumer-facing brands in the U.S. with personal data in exchange for “more relevant offers, goods and services” on a scale of one to 10. A score of one represented a consumer not trusting the brand, and a score of 10 represented complete trust. Each of the 400 people surveyed rated 25 brands. Out of all of those brands, Facebook scored last, with a mean score of less than 3.1.

 

  •  According to a new consumer survey from Yotpo on brand loyalty, over 90% of respondents (out of 2,000 consumers) considered themselves equally or more brand-loyal than they were a year ago. Survey respondents  defined loyalty in the context of repeat purchase behavior. Nearly 80% of these consumers said that it took at least three purchases for them to consider themselves loyal. For 37%, it took at least five purchases. “I love the product(s)” was the reason given by 55% of survey respondents in response to the question, “What is the primary reason you are loyal to a brand?” The only other noteworthy reason was “great sales/deals,” cited by 25%.

 

  • According to Nielsen’s recent insights, U.S. adults currently spend over 11 hours a day with media. Overall media consumption reaches 95% of millennials and 99% of those 38 and older. However, the older demographic spends three times longer engaging with national news in a year than Millennials.

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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