What has changed in the last year about U.S. consumers’ time spent on digital devices, the data they are willing to share, their understanding of websites’ privacy policies, and their trust levels? The ARF 2nd Annual Privacy Study answers these questions overall and for a number of population segments.
Marketers have become increasingly aware of how important it is to understand the characteristics and dynamics of the Hispanic market – the fastest growing segment of the U.S. population. But what are the Hispanic segment’s media behavior and ad receptivity?
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Which segment base can help marketers accurately predict online shopping behaviors? This study used data from a German online apparel retailer to create a model that showed much more differentiated click-through behaviors resulting from segmenting by fashion and online-shopping attitudes, than by value-based segmentation.
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What new research can inform smarter segmentation and targeting? Find out by reading this brief summary of articles from the June Journal of Advertising Research. The issue also offers insights into :06 ads, native advertising effectiveness, e-marketplace dynamics and more.
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What if your advertising and content could appeal to your core target — and connect with other audiences as well? This research shows what unites consumers across generations today, identifying five trends that recognize consumers’ anxiety, moods, and values. The findings offer guidance to marketers and content producers who want develop messaging that resonates deeply and broadly.
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For decades, researchers and media planners have argued whether television-audience measurement has kept pace with the nation’s increasing diversity. Citing differences in triggers between Asians, Blacks, Hispanics, and Whites that lead to greater or less TV consumption, this study calls for a measurement standard that incorporates the multiculturalism of the audience, programming genre, technology use, and demographics.
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How does each generation react to and approach privacy and data sharing? What do they expect from brands? How can marketers earn their trust? See how Gens X, Y and Z feel about these topics and what it means for marketers.
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While movies and TV programs with predominantly Black casts tend to be targeted to Black audiences, they often reach a broader audience. This study examines how Black and White teens perceive Black-oriented content. It found differences that suggest changes in how Black-oriented content is marketed.
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