General Online Marketing Library

Measuring Cultural Orientation Among Hispanic Generational Segments Study January, 2013

We demonstrated that lifestage – as opposed to attitudes – had stronger effects on category behaviors within the Hispanic community. The study also found significant differences in cultural orientation across Hispanic generations, which have important implications for Hispanic marketers who are trying to find the best audience for their product category. We concluded that the combination of understanding the cultural orientation (Anglo, Hispanic, bi-cultural) of Hispanic consumers and practicing generational target marketing to those consumers can enhance the marketing efforts of companies serving the Hispanic community.


Latina Power Shift January, 2013

The rise of Latinas – education, purchasing power, decision making, connectivity


Hispanic Trends Project January, 2013
Pew Research

Wide range of Hispanic data & research


Android speaks Spanish, but Brands don’t speak Android January, 2013

Android app usage by Spanish speakers; brand opportunity


The African-American consumer 2013 report January, 2013
Nielsen & National Newspaper Publishers Association

Black purchasing patterns, media consumption, within generation and gender distinctions, demographics


Hispanic Consumers and Digital Media December, 2012
IAB (based on BIGInsight Data)

Overview of Hispanic consumers – language, media consumption, life stages, intent to spend


Terra’s 2012 Hispanic Digital Consumer Study by comScore December, 2012
Terra Networks & comScore

Consumer engagement with advertising, the Internet, and other technologies; purchase patterns


IT Purchasing Goes Social November, 2012
Research conducted by Forrester and Research Now as commissioned by LinkedIn

This report explores the dramatic impact social networks have on the B2B IT purchase process and provides and best practices to make it work for your marketing. The report details how Social ‘fits’ in the entire purchase process as well as key drivers and preferences for social network usage. While this is focused on IT, it likely has applicability to other B2B segments.


The Q2 2012 Cross-Platform Report November, 2012

Each quarter Nielsen chooses a trend to watch and feature in the report’s “center spread”. This Quarter’s center spread focuses on simultaneous usage. Nielsen noted that the increased penetration of devices that facilitate connection and communication are allowing consumers to engage in simultaneous usage or what they commonly refer to as multi-tasking. Americans are truly making the most of the technology at their fingertips!


2012 Online Video Presidential Ads Report November, 2012
Visible Measures

The online video campaign for the 2012 presidential cycle has been just as fierce as the TV and ground battles. There are numerous players involved on both sides driving viewership. Online video offers more flexibility than television for the campaigns to attack and respond to real-time events. Television ads, long-form documentaries, quick responses to attack ads and campaign gaffes, intimate looks at the candidates with their families, behind-the-scenes features, mashups, spoofs, and more are published online. There has never been so much video content for an electorate to consume. Instead of ads interrupting voters while they’re watching TV, or being skipped over with the help of DVRs, voters are actually choosing to watch presidential ads and content in online video.


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If you are a member of the IAB and would like to submit research to our General Online Marketing Library, please email Shira Orbach.