This document summarizes the results of an omnibus survey of 500 Hispanic and 300 non-Hispanic adults aged 18-64 conducted in September-October 2013 about their holiday shopping behaviors. Key findings include that Hispanic respondents are more likely than non-Hispanics to make multiple shopping trips, communicate deals via texting and social media, and travel over two hours for the holidays. Online shopping intent is similar between the groups.
An in-depth look of how online shopping habits have changed from this year to last across Hispanic, African-American, Asian, and non-Hispanic white consumers.
The report covers the following topics:
1. Find out the frequency of buying something online & in-person
2. Devices used when buying products online
3. Product categories bought online
And much more...
Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following:
# Spending During The Upcoming Holiday Season
# Top Reasons For The Anticipated Increase In Holiday Spending
# Where Consumers Find Holiday Gift Ideas
# Most Popular Holiday Gift Categories
# Most Commonly Used Device For Making Holiday Purchases
# And More...
Thinknow Pulse Total Market Consumer Sentiment 2018ThinkNow
ThinkNow Research conducted its annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse study:
# Most American's household income stayed the same in 2017
# In 2017, fewer Americans experienced a job loss or a reduction of work hours or salary
# Employment numbers improved in 2017 across the four major race/ethnic segments
# Just under half of consumers are anticipating a better year financially in 2018
# About half of Americans feel the US economy is growing
Insights from the 2019 ThinkNow™ Pulse survey are timely as we embark upon another year of projected growth for the U.S. economy. The study contents include the following:
Recent Trends in Household Income
Changes in Employment
Outlook for Household Finances
Outlook for US Economy
And More...
Get insights into how Americans feel about the state of the economy, its impact on their household income, and how the political climate influences their economic outlook. Study contents include outlooks on the following:
1. Household Income
2. Personal Finances
3. Employment
4. U.S. Economy
5. Political Climate
Consumer decision journey for Christmas 2016 in LatinoamericaeCMetrics
Consumers have changed their way to research and buy products. With the holiday season, companies do well to understand the consumer decision journey to direct their spending and messaging to the moments of maximum influence to get a much greater chance of reaching consumers in the right place at the right time with the right message. Precisely our study is showing the Consumer decision journey for Christmas 2016 in Latino america.
U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016. The MC economic outlook for 2018 looks remarkably powerful for several reasons:
• The Employment-Participation rate is higher than WNH and continues to step up, especially for Hispanics
• Unemployment rate is at record lows for all MC segments
• Personal Income has continued to increase for all MC segments while it has slowed down for WNH.
An in-depth look of how online shopping habits have changed from this year to last across Hispanic, African-American, Asian, and non-Hispanic white consumers.
The report covers the following topics:
1. Find out the frequency of buying something online & in-person
2. Devices used when buying products online
3. Product categories bought online
And much more...
Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following:
# Spending During The Upcoming Holiday Season
# Top Reasons For The Anticipated Increase In Holiday Spending
# Where Consumers Find Holiday Gift Ideas
# Most Popular Holiday Gift Categories
# Most Commonly Used Device For Making Holiday Purchases
# And More...
Thinknow Pulse Total Market Consumer Sentiment 2018ThinkNow
ThinkNow Research conducted its annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse study:
# Most American's household income stayed the same in 2017
# In 2017, fewer Americans experienced a job loss or a reduction of work hours or salary
# Employment numbers improved in 2017 across the four major race/ethnic segments
# Just under half of consumers are anticipating a better year financially in 2018
# About half of Americans feel the US economy is growing
Insights from the 2019 ThinkNow™ Pulse survey are timely as we embark upon another year of projected growth for the U.S. economy. The study contents include the following:
Recent Trends in Household Income
Changes in Employment
Outlook for Household Finances
Outlook for US Economy
And More...
Get insights into how Americans feel about the state of the economy, its impact on their household income, and how the political climate influences their economic outlook. Study contents include outlooks on the following:
1. Household Income
2. Personal Finances
3. Employment
4. U.S. Economy
5. Political Climate
Consumer decision journey for Christmas 2016 in LatinoamericaeCMetrics
Consumers have changed their way to research and buy products. With the holiday season, companies do well to understand the consumer decision journey to direct their spending and messaging to the moments of maximum influence to get a much greater chance of reaching consumers in the right place at the right time with the right message. Precisely our study is showing the Consumer decision journey for Christmas 2016 in Latino america.
U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016. The MC economic outlook for 2018 looks remarkably powerful for several reasons:
• The Employment-Participation rate is higher than WNH and continues to step up, especially for Hispanics
• Unemployment rate is at record lows for all MC segments
• Personal Income has continued to increase for all MC segments while it has slowed down for WNH.
ThinkNow & Sensis: The Hispanic Millennial ProjectThinkNow
U.S. Hispanics, on average, live longer than non-Hispanic whites. How can this be? Non-Hispanics whites have higher income and education levels which tend to correlate with longer life expectancy. This is known as the Hispanic Health Paradox.
ThinkNow Research Hispanic Healthcare CoverageThinkNow
A recent survey conducted through the ThinkNow Research monthly Omnibus shows that a significantly higher number of respondents report having healthcare coverage in May 2014 as compared to November 2013. This increase was seen among both Hispanic and non-Hispanic respondents surveyed.
How do Total Market consumers feel? We conducted a nationwide study to discover their feelings about the economy, their financial situations, and a few of their spending plans. Take a look at what we learned.
The Hispanic Millennial Project - Wave 2: Hispanics and HealthcareThinkNow
The Hispanic Millennial Project is a joint research
study developed by cross-cultural advertising
agency Sensis and market research firm ThinkNow
Research.
Our research indicates that Hispanics are starting their Holiday shopping later than non-Hispanics.
The report covers the following topics:
1. Find out when they start Holiday shopping
2. What is the proportion of Holiday Shopping done online
3. How they are planning to spend compared to last Holiday Season
and more...
The first study in conjunction with NTA, as we delve into Hispanic travel and the unique opportunities this demographic presents for travel professionals.
Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fi...ThinkNow
Did you know that the soccer World Cup starts on June 12th?! Are you talking about it in your social groups? Are you planning on watching any of it? If you’re Hispanic, then the answer to those questions is very likely ‘Yes!’ And for non-Hispanics, well… ‘maybe’.
Our report provides multicultural insights into what retailers can expect during the 2018 holiday shopping season. The study contents include the following:
# Peak Holiday Shopping Periods
# Anticipated Average Holiday Spend
# Holiday Gift Ideas and Purchase Methods
# And More...
ThinkNow Research - Affluent Hispanics... They've Got Money and They Spend It!ThinkNow
U.S. Hispanic consumers continue to grow in numbers and flex
their spending power. This growth is having repercussions across
all levels of the socio-economic spectrum. Affluent Hispanics,
those earning $100K+ per year, are an interesting group in
particular because while they currently represent approximately
12.2% of Hispanic earners they punch above their weight as
compared to non-Hispanic affluents when it comes to contributing
to overall spending.
To better understand these differences we conducted a nationwide
survey to look at key Affluent Hispanic interests and spending
patterns.
ThinkNow Research - Hispanic Consumer Sentiment Study 2014ThinkNow
According to the ThinkNow Research Hispanic Omnibus survey*, U.S. Hispanics are optimistic about their future for the second year in a row, though a little less so this year than last. In early 2013, when asked about their own financial situation and how it would fare in the coming year, 51% of all respondents said they anticipated in would improve (vs. 2012). This year, however, the market research shows that optimism is off a little, with only 46% expecting an improvement. On the other hand, only 9% think it will be worse (same both years).
There are some interesting subsets (related to optimism for the coming year) in the 2014 data… younger Hispanics are more optimistic than older ones, consumer sentiment in the South is the most optimistic of the geographic regions and overall, the most optimistic group is the lowest-acculturated Hispanics, with 61% expecting 2014 to be a better year than 2013. Why is that?
Additionally, Hispanics are a more optimistic group than their non-Hispanic counterparts, where only 42% feel their personal financial situations will improve in 2014 and 13% believe it will get worse.
ThinkNow Research - Hispanic Millennial Project... They're not what you think!ThinkNow
ThinkNow Research is proud to be the co-sponsor (along with Sensis) of a new ground-breaking initiative – the Hispanic Millennial Project – that delves into the lifestyle, beliefs and behaviors of 18-34 year old U.S. Hispanic consumers. This unique initiative is divided into five distinct phases over the next 12 months, with this blog post exploring the findings in Phase 1. Download this study to learn more.
Hispanic Millennial Project - Wave 1 Research PreviewSensis
The Hispanic Millennial Project is an innovative research initiative focused on U.S. Hispanic millennials. Our research looks at Hispanic millennials in comparison to non- Hispanic millennials as well as their older Hispanic (35+) counterparts. The Hispanic Millennial Project will tackle segmentation, points of tension, healthcare behavior, digital motivations and introduce new ways to think about Hispanic millennials that will be compelling to every brand, marketer.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
ThinkNow recently conducted a nationally representative quantitative survey revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow
Consumer demand for streaming services has opened the door for new players. Snapchat has signed development deals in the past year with Walt Disney’s ESPN, Discovery, the NFL, A+E Networks, Time Warner’s Turner Broadcasting, and Vice Media. Twitter recently signed on to stream several sports leagues, which is on par with its strategy to carve out their share of the live streaming category. Facebook will stream 20 MLB games for free this season. And YouTube TV is now streaming live TV for cord-cutters around the globe. But it’s not just social networks looking to capitalize on the popularity of streaming. Comcast now allows its X1 customers to stream Netflix seamlessly from their service.
As you can see, things in media are, for lack of better words, complicated. Unpacking who watches what and where is becoming increasingly difficult. So, ThinkNow Research wanted to get back to basics and just ask people how they consume media. In our recent study, ThinkNow Media™, we look at a nationally representative sample of U.S. Hispanics, African-Americans, Asians and non-Hispanic whites to see if there were any major differences in usage across the major media modes.
The findings of the study are depicted in our 2017 report, now available for download at no cost to you.
The steady growth of the U.S. Hispanic population has caught the attention of the Latin American food and beverage industry. The United States is the second largest Spanish speaking population in the world and represent a sizable opportunity for smaller, more localized Latin American brands to engage with a large pool of consumers more likely to try their products. Successful brands like Bimbo and Novamex have paved the way for other Latin American food and beverage companies aspiring to take up residence in the U.S.
But for as many high-profile success stories there are of Latin American brands successfully entering the U.S. Hispanic market, there are many more stories of failures that don’t make headlines. Abasto, the leading platform for Hispanic entrepreneurs in the food industry, knows the false sense of confidence Latin American food brands have when entering the U.S. Hispanic market firsthand.
As such, ThinkNow has partnered with Abasto to conduct a first of its kind study to delve into how U.S. Hispanics view Latin American food brands while also deconstructing what “authenticity” means for U.S. Hispanics. Our goal is to give Latin American food and beverage brands deeper insight into U.S. Hispanic behavior as it relates to authenticity and provide direction on how to better position existing products more strategically.
An in-depth introduction to the largest and least understood Hispanic generational cohort: Hispanic Gen Z by leading crosscultural advertising agency Sensis.
ThinkNow & Sensis: The Hispanic Millennial ProjectThinkNow
U.S. Hispanics, on average, live longer than non-Hispanic whites. How can this be? Non-Hispanics whites have higher income and education levels which tend to correlate with longer life expectancy. This is known as the Hispanic Health Paradox.
ThinkNow Research Hispanic Healthcare CoverageThinkNow
A recent survey conducted through the ThinkNow Research monthly Omnibus shows that a significantly higher number of respondents report having healthcare coverage in May 2014 as compared to November 2013. This increase was seen among both Hispanic and non-Hispanic respondents surveyed.
How do Total Market consumers feel? We conducted a nationwide study to discover their feelings about the economy, their financial situations, and a few of their spending plans. Take a look at what we learned.
The Hispanic Millennial Project - Wave 2: Hispanics and HealthcareThinkNow
The Hispanic Millennial Project is a joint research
study developed by cross-cultural advertising
agency Sensis and market research firm ThinkNow
Research.
Our research indicates that Hispanics are starting their Holiday shopping later than non-Hispanics.
The report covers the following topics:
1. Find out when they start Holiday shopping
2. What is the proportion of Holiday Shopping done online
3. How they are planning to spend compared to last Holiday Season
and more...
The first study in conjunction with NTA, as we delve into Hispanic travel and the unique opportunities this demographic presents for travel professionals.
Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fi...ThinkNow
Did you know that the soccer World Cup starts on June 12th?! Are you talking about it in your social groups? Are you planning on watching any of it? If you’re Hispanic, then the answer to those questions is very likely ‘Yes!’ And for non-Hispanics, well… ‘maybe’.
Our report provides multicultural insights into what retailers can expect during the 2018 holiday shopping season. The study contents include the following:
# Peak Holiday Shopping Periods
# Anticipated Average Holiday Spend
# Holiday Gift Ideas and Purchase Methods
# And More...
ThinkNow Research - Affluent Hispanics... They've Got Money and They Spend It!ThinkNow
U.S. Hispanic consumers continue to grow in numbers and flex
their spending power. This growth is having repercussions across
all levels of the socio-economic spectrum. Affluent Hispanics,
those earning $100K+ per year, are an interesting group in
particular because while they currently represent approximately
12.2% of Hispanic earners they punch above their weight as
compared to non-Hispanic affluents when it comes to contributing
to overall spending.
To better understand these differences we conducted a nationwide
survey to look at key Affluent Hispanic interests and spending
patterns.
ThinkNow Research - Hispanic Consumer Sentiment Study 2014ThinkNow
According to the ThinkNow Research Hispanic Omnibus survey*, U.S. Hispanics are optimistic about their future for the second year in a row, though a little less so this year than last. In early 2013, when asked about their own financial situation and how it would fare in the coming year, 51% of all respondents said they anticipated in would improve (vs. 2012). This year, however, the market research shows that optimism is off a little, with only 46% expecting an improvement. On the other hand, only 9% think it will be worse (same both years).
There are some interesting subsets (related to optimism for the coming year) in the 2014 data… younger Hispanics are more optimistic than older ones, consumer sentiment in the South is the most optimistic of the geographic regions and overall, the most optimistic group is the lowest-acculturated Hispanics, with 61% expecting 2014 to be a better year than 2013. Why is that?
Additionally, Hispanics are a more optimistic group than their non-Hispanic counterparts, where only 42% feel their personal financial situations will improve in 2014 and 13% believe it will get worse.
ThinkNow Research - Hispanic Millennial Project... They're not what you think!ThinkNow
ThinkNow Research is proud to be the co-sponsor (along with Sensis) of a new ground-breaking initiative – the Hispanic Millennial Project – that delves into the lifestyle, beliefs and behaviors of 18-34 year old U.S. Hispanic consumers. This unique initiative is divided into five distinct phases over the next 12 months, with this blog post exploring the findings in Phase 1. Download this study to learn more.
Hispanic Millennial Project - Wave 1 Research PreviewSensis
The Hispanic Millennial Project is an innovative research initiative focused on U.S. Hispanic millennials. Our research looks at Hispanic millennials in comparison to non- Hispanic millennials as well as their older Hispanic (35+) counterparts. The Hispanic Millennial Project will tackle segmentation, points of tension, healthcare behavior, digital motivations and introduce new ways to think about Hispanic millennials that will be compelling to every brand, marketer.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
ThinkNow recently conducted a nationally representative quantitative survey revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow
Consumer demand for streaming services has opened the door for new players. Snapchat has signed development deals in the past year with Walt Disney’s ESPN, Discovery, the NFL, A+E Networks, Time Warner’s Turner Broadcasting, and Vice Media. Twitter recently signed on to stream several sports leagues, which is on par with its strategy to carve out their share of the live streaming category. Facebook will stream 20 MLB games for free this season. And YouTube TV is now streaming live TV for cord-cutters around the globe. But it’s not just social networks looking to capitalize on the popularity of streaming. Comcast now allows its X1 customers to stream Netflix seamlessly from their service.
As you can see, things in media are, for lack of better words, complicated. Unpacking who watches what and where is becoming increasingly difficult. So, ThinkNow Research wanted to get back to basics and just ask people how they consume media. In our recent study, ThinkNow Media™, we look at a nationally representative sample of U.S. Hispanics, African-Americans, Asians and non-Hispanic whites to see if there were any major differences in usage across the major media modes.
The findings of the study are depicted in our 2017 report, now available for download at no cost to you.
The steady growth of the U.S. Hispanic population has caught the attention of the Latin American food and beverage industry. The United States is the second largest Spanish speaking population in the world and represent a sizable opportunity for smaller, more localized Latin American brands to engage with a large pool of consumers more likely to try their products. Successful brands like Bimbo and Novamex have paved the way for other Latin American food and beverage companies aspiring to take up residence in the U.S.
But for as many high-profile success stories there are of Latin American brands successfully entering the U.S. Hispanic market, there are many more stories of failures that don’t make headlines. Abasto, the leading platform for Hispanic entrepreneurs in the food industry, knows the false sense of confidence Latin American food brands have when entering the U.S. Hispanic market firsthand.
As such, ThinkNow has partnered with Abasto to conduct a first of its kind study to delve into how U.S. Hispanics view Latin American food brands while also deconstructing what “authenticity” means for U.S. Hispanics. Our goal is to give Latin American food and beverage brands deeper insight into U.S. Hispanic behavior as it relates to authenticity and provide direction on how to better position existing products more strategically.
An in-depth introduction to the largest and least understood Hispanic generational cohort: Hispanic Gen Z by leading crosscultural advertising agency Sensis.
Multicultural consumers are often motivated by a desire to represent their culture in how they identify their race and ethnicity. In 2020, ThinkNow conducted a nationwide online survey among Hispanics, African Americans, and Asian Americans ages 18 to 64 to understand how they prefer to identify themselves among peers and in marketing and media. This year, we conducted a follow-up study in which we found that the needle hadn’t moved much, with a few exceptions.
Hispanic Millennial Project - Opinions on Food & BeveragesThinkNow
What are Hispanic & other Millennials' retail behavior with Food, Beverage & Alcohol?
Discover how they feel about craft, artisanal, and established brands,Learn exactly what influences their food choices,Find out how often they consume specific beverages.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
The beauty industry has transformed in recent years driven by consumer demands for products that align with their cultural values and personal beliefs. While the top cosmetic brands continue to be L’Oreal and Estee Lauder, they are being challenged by younger, edgier brands like Selena Gomez’s Rare Beauty, Rihanna’s Fenty and e.l.f. Cosmetics. Consumer opinion, however, is not homogeneous. There are significant differences in preferences based on ethnicity, age, income and gender. ThinkNow uncovered some of those differences in our recent Inclusive Beauty Report based on a nationally representative online survey of 2,800 respondents.
Black Consumer Project Wave 4 - Media + EntertainmentThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The fourth wave of the Black Consumer Project explores explores media consumption, behaviors and the power of creators.
Black Consumer Project Wave 3 - Health + WellnessThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The third wave of the Black Consumer Project explores the intersections of health, wellness and lifestyle from a mindset and behavioral lens.
Black Consumer Project Wave 2 - Finance + BankingThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The second wave of the Black Consumer Project explores banking behaviors, financial perceptions and aspirations for the future.
Black Consumer Project Wave 1 - Identity + ValuesThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The first wave of the Black Consumer Project explores core values, personal goals, layers of identity and definitions of success
We surveyed a nationally representative sample of LGBTQ+ Americans on their views of the current social climate, corporate support for LGBTQ+ causes, personal pronouns, and mental health care.
Our report findings highlight the persistent challenges faced by the LGBTQ+ community and emphasize the role that acceptance, advocacy and allyship play in fostering their well-being and advancement.
The earth isn’t having a good 21st century. In terms of environmental health, the planet is deteriorating across all metrics, and most governments worldwide have failed to address this issue adequately. Politicians may be more willing to push for substantive policies on issues like climate change if they feel their constituents would support them, but they need the data. So, to commemorate Earth Day and Arbor Day, ThinkNow conducted a nationally representative quantitative consumer research study to identify sustainability policies that Americans support and to highlight their views on environmental concerns.
How America Celebrates Holidays & Traditions: Black AmericansThinkNow
Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography. In honor of Black History Month, ThinkNow conducted a national study of U.S. adults to understand Black Americans’ attitudes and behaviors toward holiday celebrations and traditions and how they compare to other demographic groups. This report is one in a series of reports examining how Americans celebrate popular holidays throughout the calendar year.
ThinkNow teamed up with Venci Group to create The Digital Media Buyer's Guide to Zero-Party Data – a complete guide for advertisers who want to get the most out of their campaigns using zero-party data. Inside our guidebook, you will:
# Understand why zero-party data is different
# Get a refresher on the different types of data
# Learn why ZPD has become so effective when targeting multicultural audiences
America is at a critical crossroads regarding guns. With growing gun violence being normalized in American culture, we felt as researchers and communicators that we needed to understand the hard facts.
How do gun owners feel about gun control? How about Republican voters? Are there gun control measures that Republicans, Democrats, and Independents would all support?
In a collaborative research project, Team Friday and ThinkNow asked 1,200 Americans their opinions and attitudes toward gun laws.
In a time when U.S. viewership of international sporting events like the Olympics is declining, more attention will be placed on the expanding World Cup audience. Americans will be tuning in, or more precisely, logging on. Brands that care about staying relevant need to be there with them.
ThinkNow conducted a nationwide online survey of U.S. adults to understand how people will be engaging with the 2022 World Cup.
ThinkNow partnered with Klick Health to address the insight gaps in healthcare marketing geared toward Hispanic communities. To honor the nuances of Hispanic health within the community versus continuing to center the non-Hispanic experience as the baseline for analysis, we looked at the intricacies of Hispanic health attitudes and behaviors through Hispanic identity, age and acculturation, and gender and sexuality.
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent ReportThinkNow
America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts.
In our first report on diversity and inclusion last year, we analyzed consumer reactions to companies' public declarations of support for social justice in 2020. In our latest wave of ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent, we find differences in perceptions and expectations among key demographic groups compared to last year’s report.
ThinkNow Web 3.0 Cryptocurrency Report 2022ThinkNow
Mobile apps like Apple Pay have made online and offline purchases more convenient for consumers, liberating them from having to pull out their wallets, credit cards, and wads of dollar bills and loose change. But the innovations of Web 2.0 are in the rearview, as consumers explore Web 3.0 where digital currency is just a fraction of what the virtual experience has to offer.
For enthusiasts, Web 3.0, or Web3, is a way of democratizing the internet, shifting power away from the behemoths dominating search, sales, and social and giving it back to consumers. The blockchain has made bitcoin, non-fungible tokens (NFTs), and other forms of cryptocurrency ubiquitous among devotees, and the metaverse has become a virtual utopia for consumers and brands.
In our second look at cryptocurrency, ThinkNow conducted a nationwide online survey of adults ages 18 to 64 to understand their familiarity, usage, and interest in cryptocurrency and other Web3 technologies.
Two years ago, the global shutdown sent the economy reeling, and many Americans, especially lower-income households, experienced a seismic shift in their financial security. Consumers reported worsening personal finances and a feeling that the economy was weakening. Their outlook for 2021 was equally as dim, with fewer Americans feeling optimistic about improvements in personal finances for the coming year. Uncertainty about the pandemic, unemployment, and higher prices threatened to thwart the comeback story of the American consumer. But with the mass distribution of COVID-19 vaccines, better protocols and treatments, and the distribution of trillions of dollars in federal stimulus, consumer sentiment has returned to pre-pandemic levels. In our seventh annual ThinkNow Pulse™ Report, Americans say their income has improved in the past year, and their outlook on personal finances and the U.S. economy is just as strong as it was in 2019 or stronger. Download the report here.
ThinkNow Smart Fitness: The Rise of Connected Fitness and CommunityThinkNow
The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go.
For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands.
Room To Grow
Twenty-five percent of respondents report owning connected fitness equipment. Ownership is highest among Non-Hispanic Whites and African Americans. Within the Total Market, ownership is highest among Millennials and increases drastically with income, and men are twice as likely as women to own smart exercise equipment.
It’s important to reiterate that only one out of four respondents report owning connected fitness equipment, and 20% of those who do not currently own it are at least somewhat interested in purchasing it. This data suggests a tremendous opportunity for brands innovating in or entering the connected fitness space.
Most Popular Connected Fitness Equipment
However, differences emerge when we take a closer look at the types of connected fitness equipment consumers own. Exercise bikes and treadmills, artifacts of the 1970s and 80s fitness movement, have maintained their appeal over the years, getting “smarter” with each passing year. Traditional resistance weight machines, reminiscent of the bodybuilding craze, appear to be losing some ground to, more minimalistic forms of strength training, like resistance bands.
Of the most popular brands of connected fitness equipment available, Peloton, Mirror, and NordicTrack are favored by respondents, while CLMBR, Tonal, and SoulCycle, rank in the bottom few. However, competition within this space is heated, with only a slim margin separating one brand from the next, especially as lines start to blur on product offerings.
Mirror, for example, offers a variety of workouts, from cardio and strength training to Pilates and Tai Chi. Accessories include fitness bands and yoga blocks but no weights. They likely pride themselves on their minimal impact on home life. Tempo and Tonal, however, both positioning themselves as “smart gyms,” offers accessories like weights and smart handles to maximize workouts. NordicTrack has a suite of products, including exercise bikes and an interactive “mirror” similar to Tempo, with a vault of weights and accessories inside. And while Peloton is probably more known for its bikes, the company also offers boot camp style workouts, yoga, barre, among others, with no equipment required.
The most significant threat to the success and continued adoption of connected fitness equipment is forward-thinking gyms innovating to stay competitive.
Entrepreneurship Report 2021: Black Business Ownership In America
Pioneers of scrappy start-ups have fueled the American dream for generations, transforming how we live, work, and play. From the Ford Model T to Apple’s PC, Amazon, Facebook, and everything in between, the founders of today’s most iconic brands have turned their passions into enterprises that have spurred economic growth and provided jobs for millions.
Yet, for the past 40 years, new business formation in the U.S. has been declining. Various factors are at play here, among them lack of funding, entrepreneurial experience, and uncertainty, according to the ThinkNow Entrepreneurship Report released 2018.
State of Entrepreneurship
In that study, nearly half of adults expressed interest in owning a business, with that desire being highest among African Americans and Hispanics. White consumers were most likely to be business owners already. Interest was highest among younger Americans and less popular with older, particularly Boomers, whose generation, ironically, produced some of our most beloved brands.
Across ethnicities, aspiring business owners leaned toward opening businesses in the restaurant, food and beverage, and retail sectors, as well as professional services. They were motivated by a strong desire for personal growth, greater independence, and better work/life balance. But barriers to entry and low awareness of small business support services like the Small Business Administration (SBA) and Women’s Business Centers (WBC) have hurt new business formation and the growth of existing businesses.
Fast forward to 2021. The world is still grappling with the COVID-19 pandemic, struggling to recover from one of the darkest economic periods on record. In 2020, shelter-in-place orders enacted to curb the spread of coronavirus had a devastating effect on businesses, especially micro-businesses run by multicultural consumers. A study by H&R Block found that 53% of Black business owners saw their revenue drop by half, compared to 37% of White owners, since the pandemic started. Latinos, like most minorities, were already at risk at the onset of the pandemic as the majority are most likely start-ups with higher credit risks, impacting their ability to get funding when needed, especially during the surge. And since Blacks and Hispanics are most likely to be unbanked or underbanked, applying for Paycheck Protection Program (PPP) funds through banks last year was challenging. Asian American businesses, heavily concentrated in restaurants, stores, nail salons, and other service industries, were hit particularly hard. Many were forced to close because they serve customers in-store. That, coupled with the rise in hate crimes against the AAPI community, compounded the devastation.
It’s Pride Month! Every year, in June, LGBTQIA+ communities worldwide celebrate the freedom to be authentically and unapologetically who they are. City streets erupt in festive expressions of Pride as enthusiastic, and often costumed patrons attend parades, concerts, and festivals decorated with brightly colored rainbow flags, streamers, and confetti. But the celebration doesn’t just bring people together for a good party. Instead, it shines a light on an underrepresented community, like other minority groups, who have struggled to be seen, heard, and included for generations.
Over the past few months, America has been taken to task for its treatment of minority groups. Be it the inexcusable deaths of unarmed black men at the hands of white police officers, unfair and restrictive voting practices that target minority voters, or stereotypical representations of underrepresented groups in advertising. The latter is where we’ll focus. Companies en masse stepped up in 2020 decrying racism in America. But have those public declarations resulted in systemic changes in their diversity and inclusion practices, and how are consumers responding to those changes?
To answer that question, ThinkNow conducted a nationally representative survey of Americans to understand the impact of companies that demonstrate a commitment to diversity and inclusion. The insights are presented in the 2021 ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent report, now available for download.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
2. Omnibus Research Methodology
Method:
ThinkNow Research Hispanic Omnibus Online Survey
Sample profile:
100% Hispanics 18-64 + Non-Hispanic 18-64 Augment
Sample size:
Hispanic Sample: 500 / Non-Hispanic Sample: 300
Geography:
Nationwide
Fieldwork dates:
09/30/13 - 10/11/13
Weighting specs:
Each of the survey samples are weighted to match
U.S. Census Bureau data for adults aged 18-64 with
respect to gender, age bracket and region.
At the 95% confidence interval:
Survey margin of error: Total Hispanic sample (n=500) +/- 4.5%
Non-Hispanic augment (n=300) +/- 5.8%
2
4. Holiday Shopping Trips
Inclined to make more trips: Spanish Dominant/Bilingual, With Kids, HHI>40K
6%
20%
3%
5%
5%
10%
16%
17%
9%
14%
29%
63%
64%
I don’t make any holiday shopping trips
All Hispanics
Spanish
dominant
Bilingual
22%
68%
81%
80%
78%
English
dominant
All at once
Any kids
3%
19%
26%
73%
10%
78%
Several trips
No kids
HHI <$40k
Q: Now we would like to ask you about holiday shopping. Do you usually make several holiday shopping trips or try to do it all at once?
Base: All respondents (n=500 Hispanics). indicates significant differences (95% confidence).
HHI $40k+
5. Holiday Shopping Behaviors: Social Media
Hispanics are significantly more likely than Non-Hispanics to text friends about good deals they find
Younger Hispanics and Spanish Dominant
Hispanics are significantly more likely to both
text friends about good deals they find and to
share good deals they find on social media sites.
Age 18-34
Age 35+
70%
63%
59%
51%
Text your friends about
good deals you find.
Hispanics / Non-Hispanics
Top Two Box
Share good deals
on social media sites
very likely/somewhat likely
Spanish dominant
64%
54%
57%
58%
74%
Bilingual
English dominant
69%
66%
53%
62%
41%
Hispanics
NonHispanics
Text your friends about
good deals you find.
H
NH
Share good deals
on social media sites
Text your friends about
good deals you find.
Share good deals
on social media sites
Hispanics
Top Two Box
very likely/somewhat likely
Q: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).
7. Holiday Travel
A solid majority of Hispanic holiday shoppers anticipate traveling by car more than two hours
from home during the holidays this year, compared to just 41% of non-Hispanics.
Yes
53%
Hispanics
No
47%
Yes
41%
No
59%
Non-Hispanics
Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).
8. Holiday Travel
The likelihood of traveling more than two hours from home during the holidays is significantly higher
among men, younger Hispanics and those who primarily or exclusively speak Spanish at home.
.
Percent of Hispanic Holiday Shoppers
70%
67%
61%
61%
54%
53%
48%
45%
44%
38%
All
Hispanics
Men
Women Age 18-34 Age 35+
Spanish Bilingual English
dominant
dominant
Moms
Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).
Dads
10. Online Shopping Intent
Hispanic consumers are only slightly less likely than non-Hispanics to have plans to do
some of their holiday shopping online this season.
84%
No
18%
80%
76%
Yes
82%
Hispanics
low
medium
high
Acculturation Level
Q: Will you do at least some of your Christmas shopping online this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).
11. Online Shopping Intent
Plans to shop online for holiday gifts peak among men, bilingual Hispanics and parents.
Nearly all Hispanic fathers surveyed (95%) plan
to do at least some of their holiday shopping
online this year.
Percent of Hispanic Holiday Shoppers
95%
Women
Men
78%
76%
80%
Spanish Bilingual English Any kids
dominant
dominant
76%
79%
All
Hispanics
86%
82%
89%
88%
No kids
Q: Will you do at least some of your Christmas shopping online this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).
Moms
Dads
12. Online Shopping Intent
On average, Hispanics are on par with their non-Hispanic counterpart about their plans
for holiday online shopping.
Percent of Holiday Shopping Plan to Do Online
Average Share
Hispanics: 41%
Non-Hispanics: 42%
Hispanics
Non-Hispanics
23%
49%
46%
25%
21%
18%
9%
Less than 25%
25% to less than 50% 50% to less than 75%
8%
75% or more
Q: What percentage of your total holiday shopping do you plan to do online?
Base: Plan to do some shopping online (n=383 Hispanics and n=249 non-Hispanics). indicates statistically significant differences (95% confidence).
14. Copy Test Sample Profile
Metric
Male*
Female*
Hispanics
n=500
NonHispanics
n=300
50%
50%
50%
50%
Metric
Born in the U.S.
Moved here
Average years living in U.S.
Hispanics
n=500
NonHispanics
n=300
64%
36%
91%
9%
28
39
9%
10%
13%
11%
8%
12%
6%
7%
6%
11%
7%
$59
$45
7%
12%
13%
13%
11%
11%
6%
6%
7%
9%
5%
$57
$43
Age*
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Mean age
Median age
20%
27%
24%
18%
12%
37
35
15%
21%
20%
23%
22%
41
41
Census Region*
Northeast
Midwest
South
West
15%
9%
36%
40%
19%
24%
37%
20%
Household Income:
Less than $10,000
$10,000 to less than $20,000
$20,000 to less than $30,000
$30,000 to less than $40,000
$40,000 to less than $50,000
$50,000 to less than $60,000
$60,000 to less than $70,000
$70,000 to less than $80,000
$80,000 to less than $100,000
$100,000 or more
Prefer not to state
Average income ($000)
Median income ($000)
* Weighted to 50:50 gender ratio and U.S. Census benchmarks for Hispanic and non-Hispanic adults age 18-64.
14
15. Copy Test Sample Profile
Hispanics
n=500
Metric
NonHispanics
n=300
Marital Status:
None
Grade school
Some high school
High school graduate
Some College, but no degree
Trade or technical school
Graduated 2-year College
Graduated 4-5 year College
Post Graduate Degree
1%
6%
22%
24%
7%
10%
25%
5%
<1%
5%
28%
26%
6%
9%
20%
6%
Employment Status:
Employed (net)
Work full-time
Work part-time
Self-employed/bus. owner
Full-time Homemaker
Retired
Student, not employed
Currently unemployed
Unable to work/Disabled
63%
44%
12%
7%
10%
3%
6%
13%
5%
60%
36%
15%
9%
12%
6%
5%
11%
6%
Metric
Educational Attainment:
Married
Single
Separated/divorced
Living with partner
Widowed
Prefer not to answer
52%
28%
9%
8%
2%
1%
50%
29%
9%
10%
2%
<1%
Average household size
3.3
3.0
No children <18 present
Any children <18 present
44%
56%
56%
44%
Ages of children:^
Children under 6
Children 6-12
Children 13-17
Hispanics
n=500
NonHispanics
n=300
51%
49%
38%
47%
45%
42%
^ Among those with any children present
15
16. Copy Test Sample Profile
Metric
Hispanics
n=500
Cultural Identification:
Much closer to Hispanic/Latino
Somewhat closer to Hispanic/Latino
Equally close to both cultures
Somewhat closer to U.S. Culture
Much closer to U.S. Culture
Metric
Hispanics
n=500
Language Spoken at Home:
28%
12%
37%
10%
12%
Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only
11%
25%
25%
19%
21%
Survey completed in Spanish:
24%
Hispanic Origin:
Mexican
Mexican American
Puerto Rican
South American
30%
28%
19%
11%
Cuban
10%
Central American
6%
Dominican
4%
Overall Media Language Preference:
Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only
8%
11%
35%
23%
24%
Acculturation:
Low Acculturation
Medium Acculturation
High Acculturation
18%
55%
27%
16
17. CONTACT
INFO:
2100 W. Magnolia Blvd.
Suite A-B
Burbank, CA 91506
Main Phone: 877-200-2710
Mario X. Carrasco, M.A.
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk, MBA
818-843-0220 x102
roy@thinknowresearch.com