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...
ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017ThinkNow
ThinkNow Research conducted its fourth 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:
* Recent Trend in Household Finances
* Recent Trend in Household Finances by Hispanic Acculturation Level
* Changes in Employment in 2016
* Outlook for Household Finances
* Perception of America's Economy
* Outlook for US Economy
* Planned Purchases for Next 12 Months
* Economic Issues of Greatest Concern
* Outlook in 2017 Following Presidential Election
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
In this report, we examine consumer sentiment across key demographics in the U.S. The findings are especially relevant this year as marketers scramble to get a pulse on the post-pandemic consumer.
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.
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 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...
ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017ThinkNow
ThinkNow Research conducted its fourth 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:
* Recent Trend in Household Finances
* Recent Trend in Household Finances by Hispanic Acculturation Level
* Changes in Employment in 2016
* Outlook for Household Finances
* Perception of America's Economy
* Outlook for US Economy
* Planned Purchases for Next 12 Months
* Economic Issues of Greatest Concern
* Outlook in 2017 Following Presidential Election
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
In this report, we examine consumer sentiment across key demographics in the U.S. The findings are especially relevant this year as marketers scramble to get a pulse on the post-pandemic consumer.
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.
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...
Northeast Ohio homeowners guide to the local real estate market. This report covers home sales and price trends for the Greater Cleveland area suburbs and housing market performance trends for past several years through 1Q, 2015. Recommendations for owners looking to sell their home to get the best price in the current market.
Westlake OH residential home sales report and guide for homeowners, sellers, and buyers. This report details both local and national housing trends as a tool for potential buyers and sellers.
Presentation given by ATTOM Data Solutions (formerly RealtyTrac) SVP Daren Blomquist at Flip & Fund Summit 2016 in Dallas, Texas on housing trends and opportunities for investors.
2018 State of Hispanic Homeownership Report by NAHREP GREATER LAS VEGAS Jesse B. Lucero
NAHREP has released its 9th annual State of Hispanic Homeownership Report. In addition to the regular analysis on homeownership trends, this year’s report also includes recommendations on marketing strategy to more effectively reach the Hispanic consumer. Get your copy today!
"Самочувствие потребителя" и "Потребительский индекс Иванова"X5 Retail Group
Выступление аналитика Сбербанка CIB Михаила Красноперова на медиа-форуме Ассоциации компаний розничной торговли. Форум посвящен состоянию, тенденциям и перспективам российского ритейла. Организационный партнер форума — Х5 Retail Group.
Presentation by Aaron Nelson to the Leadership Chapel Hill-Carrboro Class of 2019 on Economic Development and the Environment. This was Leadership Session 6 of 10 and took place in Hillsborough, NC at the Orange County Public Library.
This is a report on the National real estate market as well as the local real estate market in Richmond, Virginia produced by Lacy Williams of Joyner Fine Properties.
This is a description of the national and Richmond VA real estate market produced by Lacy Williams of Joyner Fine Properties. Contact Lacy at 804-864-0316 for all of you real estate needs.
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 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.
This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. Population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S growth and the Other/Mixed Race segment delivering the fastest growing. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts.
Northeast Ohio homeowners guide to the local real estate market. This report covers home sales and price trends for the Greater Cleveland area suburbs and housing market performance trends for past several years through 1Q, 2015. Recommendations for owners looking to sell their home to get the best price in the current market.
Westlake OH residential home sales report and guide for homeowners, sellers, and buyers. This report details both local and national housing trends as a tool for potential buyers and sellers.
Presentation given by ATTOM Data Solutions (formerly RealtyTrac) SVP Daren Blomquist at Flip & Fund Summit 2016 in Dallas, Texas on housing trends and opportunities for investors.
2018 State of Hispanic Homeownership Report by NAHREP GREATER LAS VEGAS Jesse B. Lucero
NAHREP has released its 9th annual State of Hispanic Homeownership Report. In addition to the regular analysis on homeownership trends, this year’s report also includes recommendations on marketing strategy to more effectively reach the Hispanic consumer. Get your copy today!
"Самочувствие потребителя" и "Потребительский индекс Иванова"X5 Retail Group
Выступление аналитика Сбербанка CIB Михаила Красноперова на медиа-форуме Ассоциации компаний розничной торговли. Форум посвящен состоянию, тенденциям и перспективам российского ритейла. Организационный партнер форума — Х5 Retail Group.
Presentation by Aaron Nelson to the Leadership Chapel Hill-Carrboro Class of 2019 on Economic Development and the Environment. This was Leadership Session 6 of 10 and took place in Hillsborough, NC at the Orange County Public Library.
This is a report on the National real estate market as well as the local real estate market in Richmond, Virginia produced by Lacy Williams of Joyner Fine Properties.
This is a description of the national and Richmond VA real estate market produced by Lacy Williams of Joyner Fine Properties. Contact Lacy at 804-864-0316 for all of you real estate needs.
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 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.
This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. Population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S growth and the Other/Mixed Race segment delivering the fastest growing. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts.
ThinkNow Gen: We Are Gen Z: Education Focus Report 2017 ThinkNow
Education is often touted as a means of “balancing the playing field” and stimulating socio-economic mobility. However, lower educational attainment levels among most racial minorities in the U.S. have been the norm since college attendance expanded into the middle class following WWII. While college attendance has increased for Hispanics and African Americans in the past couple decades, it still trails that of non-Hispanic Whites.
Currently about 16% of U.S. Hispanics and 23% of African Americans aged 25 or older have Bachelor’s degrees which is significantly higher than it was a decade ago. But despite the progress, these gains pale in comparison to the 33% of non-Hispanic Whites who have achieved that goal and the 54% of Asians with 4-year college degrees or higher.
Read the full blog here - https://thinknowresearch.com/blog/gen-z-may-finally-close-the-hispanic-and-african-american-educational-gap/
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 report measures attitudes and preferences regarding the 2020 presidential election, as well as attitudes about the current administration and its policies.
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.
Years ago, TV viewers watched and recorded their favorite shows on cable. Chained to our VCRs, we collected episode laden VHS tapes like squirrels collect nuts in the winter. Then DVRs came along, liberating us from reels of magnetic tape and wooing us with the allure of live TV on our own terms. Flash forward a few years. Streaming services disrupt TV as we know it. Viewers now have the option to stream entire seasons of shows from every genre, from throwbacks like The Wonder Years and Full House to Game of Thrones and Westworld, and everything in between.
Traditional networks broadcast live shows and make them available via streaming services or release the entire season, as was the case with the short-lived David Duchovny series Aquarius. “We are fully aware how audiences want to consume multiple episodes of new television series faster and at their own discretion…” NBC Entertainment Chairman Bob Greenblatt explained after the decision to stream all 13 episodes after the show’s two-hour network premiere.
At ThinkNow, we’ve studied this shift in media consumption for three years now. Our ThinkNow Media™ report tracks cross-platform viewing, streaming habits, gaming, and binge viewing habits across the total market. This report a decade ago would have shown little movement in consumer media consumption habits as Netflix would have just been offering their streaming services and live TV held onto its decade’s long dominance of viewers. But now, Netflix is crushing it. Its market cap has exceeded Disney’s. Amazon has become a significant driver of subscriptions for TV companies. Fortnite has become a cultural phenomenon, and AT&T and Time Warner are on the verge of a potential merger.
It is within this tumultuous media climate that we delved into media consumption habits of a representative sample of U.S. Hispanics, African-Americans, Asians, and non-Hispanic whites to get more granular on who within the body of viewers are driving these changes. In this blog, we will highlight several key insights of the ThinkNow Media™ report that will help advertisers better understand the new normal for media consumption.
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.
2017 Edelman Trust Barometer - California ResultsEdelman
For 17 years, the Edelman Trust Barometer has measured trust in institutions including business, media, NGOs and government. View the California Trust survey results.
Read the full global results at www.edelman.com/trust2017
2015 DATOS AZ OYE! Intelligence Education & Entertainment ReportOYE! Intelligence
For 19 years, the Arizona Hispanic Chamber’s DATOS: The State of the Hispanic Market report has been tracking, measuring and analyzing the ongoing economic, political and cultural transformation being driven by the state’s fast-growing Hispanic population. This year’s DATOS report is focused on education and as such OYE! endeavored to provide insights from both national and regional Latinos on their thoughts about this important topic.
Among nearly 19,000 adults surveyed by Ipsos in 26 nations, 58% say their country is on the wrong track. However, this is the lowest percentage in seven years, down five points from 12 months ago. Pessimism is slightly more prevalent in the United States as 62% of Americans think “things in this country are off on the wrong track”, a higher proportion than at any time since the inauguration of President Donald Trump.
The top global concerns are unemployment (cited by 35% across the 26 countries surveyed as one of the three most worrying issues), financial and political corruption (33%) and poverty and social inequality (32%). In contrast, the top concerns in the U.S. are healthcare (cited by 39% of Americans surveyed), terrorism (34%) and crime and violence (33%).
These are some of the findings of the November 2017 wave of What Worries the World, a survey conducted every month since 2010 among adults aged under 65, in Argentina, Australia, Belgium, Brazil, Canada, China, France, Britain, Germany, Hungary, India, Israel, Italy, Japan, Mexico, Poland, Peru, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Spain, Sweden, Turkey, and the United States with Ipsos’s Global Advisor platform.
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.
Today marks the last day of Hispanic heritage month, but the first time that digital media across ethnicity and race has been reported in the United States.
Today is an important day for all of us in marketing, not just multicultural marketing. It is a day when the Mainstream ad spend will begin to be measured by ethnicity and race. Up to now, the mainstream has been synonymous with non-Hispanic Whites. But, given the dramatic changes in our demographic landscape over the last 20-years, the Mainstream or should I say, the New Mainstream is becoming a multicultural majority, and needs to be measured across ethnicity and race, moving forward.
The Multicultural Digital Report 2018 is a 100+ page resource for brands, media companies, publishers, and researchers that uncovers new data on digital media and total market population. This report, whose data is provided by MAGNA and ThinkNow, is extensive in that it measures digital media usage across Latinos, Asian and African-American consumers in addition to non-Latino Whites, showcases the results of an empirical test comparing in-culture and non in-culture content, and measures digital media ad spend by ethnicity and race.
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.
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.
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.
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.
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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
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
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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.
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.
2. 2
ThinkNow Pulse™
Survey Method
Field Timing
303
Hispanics 500
Hispanics
1,270
Total
Base
Sizes
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
257
Non-Hispanic
Whites
258
African-
Americans
258
Asian-
Americans
› 18-64 years of age› December, 2017
MethodologyWhat is it?
ThinkNow Pulse™ is a national survey that
examines the consumer sentiment of
Americans. The study looks at the market
as a whole and by key race/ethnic
segments. Results from 2017 are
compared to 2016 and 2015.
3. 3
Who We Are
An authority on creating
and managing research
products that help clients
gather insights about
rapidly changing consumer
segments.
Conduct online, in-person
and telephone research.
Research experience
specifically in the Hispanic,
African American, Asian and
Total markets.
Experience in hard-to reach
demographic sub-groups.
Only full-service market
research company that
owns & operates an in-
house Hispanic panel.
Servicing Fortune 500
clients, ad agencies, non-
profits and other market
research companies.
4. 4
Our Services
QUANTITATIVE
QUALITATIVE
MIXED MODE
ONLINE MARKET
RESEARCH
COMMUNITIES
CONCEPT AND
COPY TESTING
ADVERTISING
EFFECTIVENESS
ONLINE PANEL
BUILDING
WEBSITE
USABILITY
STUDIES
OMNIBUS
SURVEYS
ATTITUDES &
USAGE
BRAND
TRACKING
PRODUCT
TESTING
ONLINE &
OFFLINE
QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONE
Contact Us
info@thinknowresearch.com
818-843-0220
www.thinknowresearch.com
6. 6
33%
42%
22%
39% 38%
20%
33%
41%
19%
Improved Stayed the same Worsened
Total Market
2015 2016 2017
Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270)
Most Americans’ household income stayed the same in 2017.
Thinking of all of the sources of income that contribute to your household, compared to this same time last year would
you say your household financial situation has:
• Slightly more consumers report no major shifts in income this year over last, but fewer saw a significant improvement in
income in 2017 over 2016.
Up/down arrows indicate statistically
significant difference (95% confidence)
Recent Trends in Household Income
7. 7
35%
38%
17%
33%
41%
20%
32%
41%
18%
32%
44%
15%
Improved Stayed the same Worsened
Hispanic (A) White (B) African American (C) Asian (D)
2016 43% 39% 38% 32% 34% 41% 36% 50% 19% 18% 19% 14%
2015 35% 33% 40% 35% 41% 41% 38% 45% 19% 22% 17% 16%
2017 – Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
Thinking of all of the sources of income that contribute to your household, compared to this same time last year would
you say your household financial situation has:
Year
Results
2017
Letters indicate statistically
significant difference (95% confidence)
Hispanics were the most likely to say their income improved in 2017, but the 35%
represented a decrease from 2016.
• 2-in-10 Non-Hispanic Whites said their situation worsened. This was the highest of the race/ethnic segments.
Recent Trends in Household Income
By Race/Ethnic Segment
8. 8
23% 22%
11%
54%
24%
20% 20%
49%
15% 15%
10%
56%
Lost a job Work hours wew reduced Work salary was reduced None of these
Total Market
2015 2016 2017
.
Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270)
Up/down arrows indicate statistically
significant difference (95% confidence)
In 2017, fewer Americans experienced a job loss or a reduction of work hours or salary.
• Similar to last year, only about 2-in-10 said their financial situation worsened due to employment status.
Changes In Employment
During the past year (2017), have you or someone in your family had to deal with any of the following?
9. 9
19%
17%
9%
50%
13%
15%
9%
60%
18%
15% 15%
45%
15%
11% 12%
58%
Lost a job Work hours were reduced Work salary was reduced None of these
Hispanic (A) White (B) African American (C) Asian (D)
.
Up/down arrows indicate statistically
significant difference (95% confidence)
Employment numbers improved in 2017 across the four major race/ethnic segments.
Changes In Employment
By Race/Ethnicity
2016 25% 21% 30% 16% 24% 19% 21% 15% 18% 22% 13% 14% 45% 52% 49% 61%
2015 27% 20% 28% 16% 25% 21% 18% 17% 15% 10% 14% 17% 45% 59% 51% 56%
2017
Year
Results
2017 – Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
During the past year (2017), have you or someone in your family had to deal with any of the following?
• Hispanics and African-Americans saw the largest drop in unemployment status from 2015-2017, a drop of
8% and 12% respectively.
10. 10
50%
33%
11%
50%
34%
10%
46%
32%
9%
Better than 2017 About the same Worse than 2017
Total Market
2015 2016 2017
Outlook For Household Finances
Thinking of your own personal and your family finances for 2018, which of the following would you say best
describes your feelings towards this upcoming year?
Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270)
Up/down arrows indicate statistically
significant difference (95% confidence)
Just under half of consumers are anticipating a better year financially in 2018.
• This is a slight drop from 2016, though not statistically significant.
11. 11
Thinking of your own personal and your family finances for 2018, which of the following would you say best
describes your feelings towards this upcoming year? Up/down arrows indicate statistically
significant difference (95% confidence)
Fewer African-Americans are anticipating a better financial year in 2018 compared to
2017, a significant drop from prior years.
• Asian-Americans are the most pessimistic about their household finances this coming year.
50%
28%
7%
45%
35%
9%
50%
25%
10%
45%
28%
14%
Better than 2017 About the same as 2017 Worse than 2017
Hispanic (A) White (B) African American (C) Asian (D)
2016 56% 44% 63% 47% 29% 42% 21% 39% 8% 9% 8% 7%
2015 57% 45% 61% 42% 23% 38% 26% 37% 12% 12% 6% 12%
2017
Year
Results
2017 – Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
Outlook For Household Finances
By Race/Ethnicity
12. 12
11%
39%
24%
16%
4%
18%
38%
23%
10%
3%
16%
34%
21%
11%
6%
Growing rapidaly Growing slowly Stagnating In a recession In a depression
Total Market
2015 2016 2017
41%
Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270)
Up/down arrows indicate statistically
significant difference (95% confidence)
Perception of U.S. Economy
When you think about America's economy today, do you think it is...
About half of Americans feel the US economy is growing.
• Although the minority, significantly more consumers believe the US is in a depression this year than
previous years.
13. 13
17%
32%
23%
9%
5%
15%
36%
20%
13%
7%
19%
25% 24%
8% 8%
15%
36%
19%
14%
1%
Growing rapidly Growing slowly Stagnating In a recession In a depression
Hispanic (A) White (B) African American (C) Asian (D)
41%
Up/down arrows indicate statistically
significant difference (95% confidence)
Perception of U.S. Economy
By Race/Ethnicity
When you think about America's economy today, do you think it is...
General sentiment across race/ethnicity is that the US economy is growing.
• Despite this consensus, Asian-Americans aren’t convinced and anticipate a recession.
Note: Don’t know /
No opinion not shown.
2016 19% 17% 16% 10% 38% 42% 35% 42% 25% 20% 25% 29% 9% 11% 11% 7% 3% 3% 6% 3%
2015 14% 7% 14% 9% 43% 38% 48% 45% 18% 28% 18% 24% 11% 18% 11% 10% 6% 2% 4% 2%
2017
Year
Results
2017 – Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
14. 14
41%
Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270)
Up/down arrows indicate statistically
significant difference (95% confidence)
35% 33%
22%
11%
41%
26%
23%
10%
34%
23%
26%
16%
Better in 2018 About the same in 2018 Worse in 2018 Not sure
Total Market
2015 2016 2017
Outlook for US Economy
Thinking about the U.S. economy in general, which of the following would you say best describes your feelings about
where things are headed over the next year?
In general, Americans appear less optimistic about the US economy in 2018 .
• A combined 40% are either unsure or feel it will worsen.
15. 15
41%
Up/down arrows indicate statistically
significant difference (95% confidence)
Thinking about the U.S. economy in general, which of the following would you say best describes your feelings
about where things are headed over the next year?
African-Americans are the least optimistic about the economy improving in 2018.
31%
27%
24%
16%
36%
21%
27%
15%
26% 25%
23% 23%
34%
24% 23%
16%
Better in 2018 About the same in 2018 Worse in 2018 Not sure
Hispanic (A) White (B) African American (C) Asian (D)
2016 44% 47% 23% 37% 24% 26% 25% 26% 21% 20% 34% 25% 10% 6% 17% 12%
2015 43% 32% 41% 34% 31% 31% 30% 37% 18% 27% 13% 19% 8% 8% 15% 9%
2017
Year
Results
2017 – Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
Outlook for US Economy
By Race/Ethnicity
• Non-Hispanic Whites are the most optimistic.
16. 16
37%
35%
30%
41%
28%
35%
19%
41% 41%
33%
43%
32%
42%
22%
41%
38%
27%
39%
28%
35%
23%
Smart phone New home electronics New tablet New computer or laptop Large kitchen appliance Brand new car or truck Home or Condominium
2015 2016 2017
Thinking about major purchases that people might buy for themselves or their family, are you planning to purchase any of
the following in the next 12 months?
Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270)
Up/down arrows indicate statistically
significant difference (95% confidence)
Fewer Americans are planning to make large purchases in 2018.
• Home buying levels, however, are relatively unchanged from the past 2 years.
Purchases Planned for Next 12 Months
Total Market
17. 17
41% 40%
33%
37%
29%
44%
22%
40%
36%
22%
37%
26%
31%
23%
44% 44%
35%
47%
32%
41%
29%
48%
35% 35%
46%
31%
35%
21%
Smart phone New home electronics New tablet New computer or laptop Large kitchen appliance Brand new car or truck Home or Condominium
Hispanic (A) White (B) African American (C) Asian (D)
Thinking about major purchases that people might buy for themselves or their family, are you planning to purchase any of
the following in the next 12 months?
Up/down arrows indicate statistically
significant difference (95% confidence)
Purchases Planned for Next 12 Months
By Race/Ethnicity
African-Americans are the most likely to buy a home in 2018.
46 36 44 48 45 36 52 34 37 28 36 33 46 38 49 45 34 32 28 29 44 38 49 41 24 18 34 22
42 37 44 36 34 34 42 33 35 27 35 27 39 41 44 41 32 27 27 23 41 33 42 37 22 18 27 19
2016
2015
2017
Year
Results
2017 – Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
• Hispanics are the most likely to purchase a vehicle.
18. 18
32% 31%
18%
9% 9%
31%
29%
19%
13%
8%
29% 28%
21%
15%
7%
Availability of jobs Rising prices National budget deficit Financial markets Housing market
2015 2016 2017
Economic Issues of Greatest Concern
Total Market
If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are currently
most concerned about and “5” equals the one you are least concerned about, how would you rank the following?
Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270)
Up/down arrows indicate statistically
significant difference (95% confidence)
Ranked 1st
There is a growing concern about the budget deficit and financial markets.
• The availability of jobs and rising prices, however, are still considered bigger economic problems.
19. 19
29%
33%
16%
14%
8%
27% 27%
24%
16%
6%
35%
27%
17%
14%
7%
32%
21%
18% 16%
13%
Availability of jobs Rising prices National budget deficit Financial markets Housing market
Hispanic White African-American Asian
Economic Issues of Greatest Concern
By Race/Ethnicity
If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are currently
most concerned about and “5” equals the one you are least concerned about, how would you rank the following?
Up/down arrows indicate statistically
significant difference (95% confidence)
Ranked 1st
African-Americans expressed the most concern over availability of jobs.
2016 32% 30% 36% 33% 30% 28% 32% 23% 20% 22% 13% 15% 12% 12% 11% 18% 6% 6% 8% 12%
2015 33% 28% 32% 31% 30% 33% 31% 24% 15% 22% 16% 15% 15% 11% 15% 20% 7% 6% 7% 10%
2017
Year
Results
Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
• Consumers, in general, are somewhat equally concerned over financial markets.
20. 20
B
41%
23%
36%
40%
23%
36%
40%
23%
37%
44%
24%
32%
38%
27%
35%
Much/Somewhat MORE Optimistic No affect Much/Somewhat LESS Optimistic
Total Market Hispanic (A) White (B) African American (C) Asian (D)
Given the current political climate, nearly as many people are pessimistic about 2018 as
they are optimistic.
What affect does the current political climate have on your personal outlook for 2018?
Base: Total Market (n=1270), Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
Letters indicate statistically
significant difference (95% confidence)
Outlook for 2018
(Given Political Climate)
22. Hispanics
n=500
White
n=255
African-
American
n=257
Asian
n=258
Hispanics
n=500
White
n=255
African-
American
n=257
Asian
n=258
Male 51% 50% 48% 47% Born in the U.S. 60% 96% 93% 45%
Female 49% 50% 52% 53% Moved here 40% 4% 7% 55%
Age Household Income
18 to 34 45% 34% 41% 40% Under $50,000 (Net) 48% 33% 55% 27%
35 to 64 55% 66% 59% 60% $50K – $99K (Net) 28% 31% 24% 25%
Mean age 37 42 39 39 $100K+ (Net) 15% 31% 12% 37%
Median income ($000) $47 $68 $41 $82
Census Region
Northeast 14% 19% 17% 21%
Educational
Attainment
Midwest 9% 26% 17% 12% High school grad/GED 32% 21% 28% 12%
South 37% 35% 57% 23%
Some college/AA/
trade/technical school
(NET)
22% 21% 29% 15%
West 40% 20% 9% 44%
Bachelor's degree or
higher (NET)
44% 58% 42% 72%
Sample Profile
23. Sample Profile
Metric
Hispanics
n=500
Language Spoken at Home
Spanish dominant 35%
Spanish and English equally 35%
English dominant 30%
Country of Origin
Mexican 63%
Puerto Rican 12%
South American 11%
Central American 5%
Cuban 4%
Dominican 4%
Acculturation
Less Acculturated 22%
Bicultural 48%
More Acculturated 29%