Loyal Black Radio Listeners Differ by Generation

Scarborough will be at this year's Nielsen Audio Client Conference, featuring Gary Meo's presentation "Urban Radio Listener Profile." Featuring insights into Loyal Black Radio Listeners, Gary's presentation will focus on the 12 million Black Adults who fall in the two highest use categories for radio listening, with special attention paid to the different behavioral nuances found between … [Read more...]

The Health and Wealth of America’s Baby Boomers

As America's Baby Boomers* transition into their retirement years, new business opportunities are arising in order to cater to their changing needs. The fields of finance and healthcare are of particular importance to this group, which make up 32 percent of American adults, as they ready their finances and personal health to prepare to live longer - and hopefully more comfortably - than any … [Read more...]

Infographic – Understanding Your Hispanic Consumer Across Generations

How can marketers identify the different business opportunities within the generationally diverse Hispanic population? This custom study from Scarborough, commissioned by AHAA and AARP highlights how marketers can reach Hispanic Millennials, Generation Xers and Baby Boomers more effectively by embracing cross-generational differences and cultural orientation. Click here to download the … [Read more...]

One-Quarter of U.S. Adults Get Their News from Social Media

Americans enjoy the morning paper with their cornflakes, read magazines on a tablet device like an iPad or a Kindle, listen to NPR during the morning drive and catch headlines on an app on their smartphone. According to Scarborough, U.S. adults still engage in all of these news-seeking activities, but the rise of social media giants have given way to a new one: those who turn to Facebook, Twitter, … [Read more...]

Adding Mobile Marketing to Your Company’s Grocery List?

Retailers are increasingly incorporating mobile into their consumer outreach efforts. We have already seen how showrooming has become a trend - consumers shopping in stores and then making the actual purchases online - but what about the retail sectors in which it is still easier to shop in-store? How can your business use mobile outreach to satisfy the American consumer's desire for … [Read more...]

Does Multiplatform Media Consumption Exist Across Generations?

It is considered intuitive that younger people use more diverse devices than older people in order to consume media - but does that mean older adults don't use any technology to get their news or enjoy television shows and movies? As our world and news cycle becomes faster-paced, in what ways are older generations making attempts to keep up with new media platforms? And how much further ahead of … [Read more...]

Health-Conscious Women and Their Opinions on Healthcare

October is Breast Cancer Awareness month and in observance, Scarborough has issued a study on women and healthcare by analyzing Health-Conscious Women's healthcare statistics. Defined by Scarborough as American adult women who agree that they go to the doctor regularly for checkups, generally feel they eat right and follow a regular exercise routine, Health-Conscious Women make up 16 percent of … [Read more...]

With Retirement on the Horizon, 50+ Consumers Rely on Financial Planners

With up to 15 years left to prepare for retirement, adults 50 and over are serious about their money and planning for the future. According to Scarborough, 17 percent of consumers in this age group are using financial planning services*. Prudent with their money, the 50+ crowd is 29 percent more likely to engage a financial planner than all adults nationally. In this profile, Scarborough … [Read more...]

Hispanic Newspaper Readers: A High-Income, Educated Demographic with Spending Power

U.S. Hispanic Newspaper Readers are a high-income and educated consumer group with spending power in major advertising categories such as automotive and retail, according to Scarborough. This new analysis examines the demographic attributes, retail and automotive spending activities, and financial services used by the 53 percent of Hispanic adults who read a newspaper in print or online during the … [Read more...]

Home Gardening Blossoming Across America this Spring

As spring continues to blossom, our new study reveals that of the nearly 164 million homeowners across the United States, nearly half (49%) gardened in the past 12 months. Gardening Homeowners are 10 percent more likely than all homeowners to be Baby Boomers* and 33 percent have at least a college degree. Forty-seven percent of gardening homeowners hold full-time employment and 26 percent have an … [Read more...]

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