Consumer Insights

Political Independents

Political Independents

Independents often are portrayed as political free agents with the potential to alleviate the nation’s partisan divisions. The reality is that most independents are not all that “independent” politically. An overwhelming majority of independents (81%) continue to “lean” toward either the Republican Party or the Democratic Party. Among the public overall, 17% are Democratic-leaning independents, while 13% lean toward the Republican Party.

Young Adulthood Today

Young Adulthood Today

Over the past 50 years – from the Silent Generation’s young adulthood to that of Millennials today – the United States has undergone various cultural and societal shifts. Now that the youngest Millennials are in their 20s, Pew Research Center has done a comprehensive update of their prior demographic work on generations. Millennials are better educated – a factor tied to employment and financial well-being – but there is a sharp divide between the economic fortunes of those who have a college education and those who don’t.

College Admissions in America

College Admissions in America

A new Pew Research Center survey finds that most Americans (73%) say colleges and universities should not consider race or ethnicity when making decisions about student admissions. Just 7% say race should be a major factor in college admissions, while 19% say it should be a minor factor. While majorities across racial and ethnic groups agree that race should not be a factor in college admissions, white adults are particularly likely to hold this view: 78% say this, compared with 65% of Hispanics, 62% of blacks and 59% of Asians.

Actionable Intelligence in Performance Analytics

Actionable Intelligence in Performance Analytics

All the data in the world will not lead to business growth if you can not mine it successfully for insights. What that takes is smart data analysis — and the right approach and tools to carry it off. To succeed in today’s challenging and competitive environment, marketers must break down the silos across departments, teams, and channels to consolidate data and see a unified view of the audience. By bringing data together, businesses are better able to understand and respond to their audience needs — and that leads to growth.

The Role and Meaning of Algorithms

The Role and Meaning of Algorithms

Algorithms are all around us, using stores of data and complex analytics to make decisions with often significant impacts on humans – from choosing the content people see on social media to judging whether a person is a good credit risk or job candidate. Here are some of the key findings from recent research by the Pew Research Center.

Love and Marriage in America

Love and Marriage in America

The landscape of relationships in America has shifted dramatically in recent decades. From cohabitation to same-sex marriage to interracial and interethnic marriage, here are several facts about love and marriage in the United States.

Data Privacy in Digital Marketing

Data Privacy in Digital Marketing

How people think about their data and privacy has fundamentally changed. Forward-thinking marketers understand that online privacy concerns are real, and they have been preparing all along. These marketers strive for growth, but not at the cost of consumer trust. Instead, they invest in ways to protect and strengthen their relationships with customers, ultimately creating brands that will endure. These marketers realize that responsible marketing is more important than ever because the expectations for privacy are higher than ever.

How Boomers and Seniors Behave Online

How Boomers and Seniors Behave Online

A research study published by Google and Ipsos shows behavioral insights on how baby boomers and seniors seek and share information online. Boomers and seniors spend more time on the internet than any other media channel. Over 80% of boomers and seniors use the internet to learn about a topic of interest, and 55% of them follow a group or organization on social media.

Online Behavior of U.S. Hispanics

Online Behavior of U.S. Hispanics

Research published by Google and Pew Research Center shows the growing influence of U.S. Hispanics in the digital space. The U.S. Hispanic population is projected to increase by 86% between 2015 and 2050, and it is estimated to reach $1.5 trillion in buying power in 2015, a 50% increase from 2010.