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NPD

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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: 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 IRI® Consumer Connect survey, even though 55% percent of US households say their financial health is good, CPG unit sales growth is anemic and the non-food sector is struggling even more. 64% of Hispanics said their savings had declined during their past year.

 

  • A recently-released report by eMarketer titled “Ad Targeting 2018: Households, Individuals or Both? Why a Blended Approach Is Often the Answer” shows that ad targeting, and specifically more advanced forms such as cross-device targeting, is top of mind for marketers. The Interactive Advertising Bureau (IAB) and Winterberry Group found the greatest portion of US senior marketing professionals surveyed between December 2017 and January 2018 cited cross-device audience recognition as the marketing topic that will command most of their attention this year.

 

  • NPD’s Retail Tracking Service shows that US retail spending on general merchandise categories at brick and mortar rose 8% in Q1 2018, compared to Q1 2017, outpaced by increases in the top 20 Hispanic core-based statistical areas (CBSAs) which showed 12% growth during the same period.

 

  • According to Nielsen’s Fanlinks survey data, podcasting saw a significant growth in engagement from 2016 to 2017. In the fall of 2016, 13 million homes identified as “avid fans” of podcasts, while by the fall of 2017, the number of homes that consider themselves “avid fans” soared to 16 million.

 

  • Researchers from Yale’s School of Management conducted a study where they examined how changing the sequence of choices might affect a customer’s purchasing decisions. 84 participants were asked to choose a sofa set, selecting either color first and fabric second or the reverse. Then they were asked to type a description of the product. The researchers found that in these descriptions, participants tended to emphasize whichever trait they selected first.

 

  • The WFA recently found that two in three brands intend to increase their influencer spend this year even though 95% of respondents are afraid of fraud. The same article reveals new research from CampaignDeus shows one in eight Instagram influencers has bought followers in the past six months.

 

  • comScore, Social Studio and Shareablee shared an analysis about World Cup engagement online in Latin America. They found that Latin Americans were most active on Facebook; Coca-Cola and Adidas were the most-mentioned sponsors, and Brasil was the country with most mentions throughout the tournament.