Hispanic Millennial Voters: Digitally Driven But Media Diverse

The number of Hispanic voters continues to grow.  Since the last presidential election their ranks have grown by nearly 3 million with Hispanic Millennial Voters making up a large proportion (40%) of the 19 million registered Latino voters.  Representing nearly 8 million of the registered voter population, the Hispanic Millennial Voter segment accounts for the largest growth sector among Hispanic … [Read more...]

Hispanics with Teens at Home Are Open to Mobile Advertising

Hispanics with teens, ages 12-17, in the household are more likely to be open to receiving advertising on their mobile phone than other Hispanics, according to Scarborough's Hispanic market research with an analysis of cell phone statistics and attitudinal consumer data. This is particularly the case if the advertiser offers a benefit to the user in return. Scarborough finds that Hispanics with … [Read more...]

Imported Beer Drinkers are More Likely than all Adults 21+ to Frequent Restaurants

As the summer heats up, Americans age 21+ are reaching for a cold one. What brew will everyone be reaching for as BBQ season kicks off? According to a new study from Scarborough, 20 percent of U.S. adults 21+ drank an imported beer in the past 30 days. But where can you reach these Imported Beer Drinkers, and what are they doing for fun? Imported Beer Drinkers are 35 percent more likely than … [Read more...]

Announcing Our Newest Data Service, Scarborough Puerto Rico!

Scarborough is thrilled to announce the unveiling of our latest consumer data set, Scarborough Puerto Rico. Our first venture into the Puerto Rico market, Scarborough Puerto Rico will measure demographics, lifestyle activities, attitudes and media consumption patterns, as well as vital advertising categories such as automotive, shopping, technology, banking, fast food and consumer package … [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...]

Who Are America’s Workaholics? How Can You Reach Them?

Until America's job market makes a full recovery, many U.S. adults find themselves in the position of feeling as though they are Workaholics. In a new analysis from Scarborough, 20 percent of U.S. adults are Workaholics, meaning they are employed full-time, agree they don't mind giving up their personal time for work and agree they often find themselves in a leadership position. But who, exactly, … [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...]

Targeting Hispanic Beer Drinkers? Reach Them Through Sports Events.

Targeting consumers while they are relaxed and entertained is important so that your audiences have positive associations with your brand or company. In order to better understand the best ways to reach, engage with and market to Hispanic Beer Drinkers, Scarborough conducted an analysis of the 44 percent of Hispanic adults age 21+ who say they drank any beer (excluding non-alcoholic) in the past … [Read more...]

Albuquerque Hispanics’ Green Attitudes

Bordered by the breathtaking Sandia Mountains to the east, with the majestic Rio Grande flowing through its confines, north to south, Albuquerque, NM is the picture perfect place for green attitudes to flourish.  Yet Scarborough’s Albuquerque statistics show that when it comes to cultivating green consumers among the Hispanic population which constitutes the city’s majority, it’s not easy going … [Read more...]

Hispanic Radio Listeners Plan Big Household Purchases

  Hispanic Radio Listeners plan to open their wallets during the next year to buy a wide variety of big-ticket household items, according to Scarborough. From furniture and mattresses to HDTVs and iPads, this consumer group is more likely than the average American to plan to spend in a wide variety of major local shopping categories. Their interest in planning major household purchases … [Read more...]

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