Scarborough Gift Guide for Holiday Cheer

Everyone has someone on their list that's difficult to shop for. This year as we head into the holiday season, Scarborough encourages shoppers to think about their gift recipients in terms of consumer groups like Working Moms, Sports Fans, Arts Enthusiasts, Connected Consumers and Status Seekers. To make your holiday shopping easier, we have compiled a  gift guide that provides insight into the … [Read more...]

Parents-to-Be Focused on Saving for the Future

In addition to growing their family, America’s eight million Parents-to-Be, defined as adults who say they are expecting the birth of a child during the next year are reinforcing and expanding their financial foundation. This consumer group is 45 percent more likely than the average person to have a 529 plan/college savings plan in their household, 38 percent more likely to have a 401k, and 23 … [Read more...]

The New Home Market Requires Hi-Tech Features

People planning to buy a house, condo or co-op during the next year represent a hi-tech consumer base who seek out the latest and greatest in technology and are willing to pay top dollar for it. New Homeowners* are 36 percent more likely than the average person to agree they are among the first of their friends and colleagues to try new technology products. They are 22 percent more likely to agree … [Read more...]

Today’s Engaged Couples are Diverse and Proud of Their Heritage

Couples headed to the altar this year represent a very culturally diverse set of consumers. They are 40 percent more likely than all consumers to self-identify as Hispanic and two times more likely to self-identify as Black. You can expect a lot of tradition at their weddings, as engaged couples are 25 percent more likely to agree that they are more connected to their ethnic heritage than their … [Read more...]

Infographic – Raise a Glass to Shaken & Stirred Millennials

How can you ensure your alcoholic beverage marketing plan will have a glass half-full outcome? In a new infographic, Scarborough reveals how to reach the 27 percent of U.S. adults age 21+ who are Shaken and Stirred Millennials - defined as adults age 21 to 34 who say they drink any alcohol. The infographic illustrates where they purchase alcohol and what other activities they engage in, but what … [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...]

Infographic – Telling Digital Media’s Local Story

How can you tell the local story of how online media consumption has evolved over the past few years? In this new infographic, Scarborough illustrates how identifying the top local markets in key areas of online media can help paint a picture of national trends. But what happens when an intriguing pattern emerges? How can marketers narrow their focus, using layers of data to reach audiences and … [Read more...]

Infographic – The Changing Media Landscape

How has usage of media shifted as the country becomes more technologically savvy and socially inclined? In a new infographic, Scarborough illustrates the ways media consumption has evolved due to increased internet access, the narrowing of the age gap in usage across media platforms and the way geography influences media orientation. This infographic explains how these seismic shifts reflect an … [Read more...]

Thinking Locally – A Scarborough Infographic Series

As our world becomes more globalized, it is easy to forget that local values and regional flavor and city demographics still matter when planning outreach strategies to target consumers. Scarborough has put together a series of local market research infographics to help brands and marketers think locally, illustrating the differences of opinions, lifestyles and approaches to brand engagement that … [Read more...]

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