Online Categories Achieving Generational Parity

People don’t often think about how frequent they go online.  For most persons, it has become an integrated, necessary part of everyday life.  Today, 84% of adults access the internet monthly and while there is still a slightly younger age skew, we are drawing nearer to the time when there will be little difference among generations for certain online habits and activities.  Except for the Greatest … [Read more...]

Millennial Influencers Favor Multicultural Media

Multicultural Media Content Important to Millennial Influencers It is well-documented that Millennials– adults ages 18-29 – are ethnically diverse. Creating communications plans that emphasize connections to their heritage are of particular importance when targeting the tastemakers of this generation, according to a new analysis from Scarborough. Millennial Influencers* are more likely than … [Read more...]

Millennials’ Driving Habits Are Geared Towards Alternative Transportation

Caitlin Jones is an award-winning, 25-year-old chef working in one of Albany, NY’s finest restaurants. Despite her success, she walks to work and relies on her boyfriend and public buses to get around. Buying an iPhone 5 just after it was introduced to the market was a really exciting event, and far more important to her than the prospect of owning a car. Caitlin’s transportation and technology … [Read more...]

More Than Half of Mobile Newspaper Readers Still Show Print Love

It might seem obvious that consumers who use mobile devices to read newspapers have little interest in traditional, printed versions. But in actuality, more than 55 percent of all Mobile Newspaper Readers* absorb information in newspapers that roll off paper presses within an average weekday period. And they are nearly 10 percent more inclined to do so than American adults in … [Read more...]

Is Being Loan-Free a Good Thing? Adults Without Loans More Likely to be Unbanked

Adults who have no type of loan in their household are 75 percent more likely than the average adult to be unbanked*, and 26 percent more likely to not have any investments in their household, according to Scarborough. Scarborough also finds that these Loan-Free Adults** are less likely than the average consumer to utilize basic financial services such as checking accounts, savings accounts, and … [Read more...]

Millennials, Gen Xers and Baby Boomers Tune In- A Look at Radio Listeners

Yesterday, Scarborough gave a presentation on Millennials*, Generation Xers* and Baby Boomers* who are frequent radio listeners. The presentation features our new Scarborough/GfK MRI Attitudinal Insights Data and examines the attitudes and behaviors of these radio fans. By understanding what drives the behaviors of Millennial, Gen X and Baby Boomer frequent radio listeners, marketers, advertisers … [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...]

Box Office Openers: Gen Y & Gen X are Dedicated Movie-Goers

With the summer blockbuster battle of the box office almost over, Scarborough poses the question: who goes to the movies during opening weekend, and where do they live? From a generational perspective, Generation Y (adults ages 18-29) are 71 percent more likely than all U.S. adults to have seen a movie at a theater on opening weekend in the past 12 months. Generation X (adults ages 30-44) is 23 … [Read more...]




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