Asian Market Research

/Asian Market Research
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Is The Asian Market Even A Thing?

With the success of Crazy Rich Asians many brand managers will decide that it’s finally time to start paying attention to this often-overlooked segment. They will find, however, that unlike the U.S. Hispanic or African American markets, there is little consensus as to how to market to Asian Americans. The problem begins with the moniker. Asian Americans are less likely to identify with a pan-Asian identity & more likely to identify with their countries of origin. This is partly due to the more recent immigration status of the majority of Asian Americans (59% are foreign born as compared to 34% for Hispanics) and the dearth of Asian American role models and cultural touchstones in popular media.

[Podcast] ThinkNow Mobile App Trends Report 2018

ThinkNow Mobile App Report: Why Brands Are Turning Back To Mobile Apps Mobile apps are experiencing a retail renaissance. Nike’s revenue has done a complete 180 this year, showing one of their strongest quarters in the past decade, driven primarily by their new mobile strategy which leveled up its mobile app to include gamification features. Starbucks’ mobile app has transformed the way coffee lovers order and pay for their favorite brews, and McDonalds’ new mobile app strategy has managed to appeal to younger consumers and lower labor costs. For a technology that’s showing its age (apps have been around for a decade now), it’s exciting to see a renewed interest in it by retailers and brands, despite a string of headlines alluding to “the death of the mobile app.”

ThinkNow Mobile App Report: Why Brands Are Turning Back To Mobile Apps

Mobile apps are experiencing a retail renaissance. Nike’s revenue has done a complete 180 this year, showing one of their strongest quarters in the past decade,driven primarily by their new mobile strategy which leveled up its mobile app to include gamification features. Starbucks’ mobile app has transformed the way coffee lovers order and pay for their favorite brews, and McDonalds’ new mobile app strategy has managed to appeal to younger consumers and lower labor costs. For a technology that’s showing its age (apps have been around for a decade now), it’s exciting to see a renewed interest in it by retailers and brands, despite a string of headlines alluding to “the death of the mobile app.”

[Podcast] ThinkNow Media™ Report 2018

Years ago, TV viewers watched and recorded their favorite shows on cable. Chained to our VCRs, we collected episode laden VHS tapes like squirrels collect nuts in the winter. Then DVRs came along, liberating us from reels of magnetic tape and wooing us with the allure of live TV on our own terms. Flash forward a few years. Streaming services disrupt TV as we know it. Viewers now have the option to stream entire seasons of shows from every genre, from throwbacks like The Wonder Years and Full House to Game of Thrones and Westworld, and everything in between. At ThinkNow, we’ve studied this shift in media consumption for three years now. Our ThinkNow Media™ report tracks cross-platform viewing, streaming habits, gaming, and binge viewing habits across the total market.

[Podcast] Social Media & Digital Usage in 2018

Affluent U.S. Hispanics Drive Daily Usage of Top Social Media Platforms U.S. Hispanics earning $75,000+ a year significantly over-index on key digital and social media measures when compared to non-Hispanic Whites. From the platforms they use to what they do when they get there, Hispanics are “always on,” depending heavily on their smartphones to keep them connected to family and friends, to research brands, and to make purchases. In our new report, Social Media & Digital Usage in 2018, we partnered with mitú to take a closer look at the latest social media and digital trends across all U.S. consumers, specifically examining attitudes and activity by ethnicity and race, income and daypart.

Is Entrepreneurship Dying in America?

Women and Minorities Report Greater Obstacles to Starting Businesses Historically, small businesses in the U.S. have fueled the economic engine by supplying a steady stream of new jobs. However, in recent years, new business birth rates have slowed prompting the Kaufman Foundation to declare that startup rates are “half of what they were a decade ago.” This is surprising because the U.S. is seen as a global leader in entrepreneurship. Americans have created whole new industries from scratch through the courage, determination and skill of generations of risk takers. Is America at risk of losing this status? Perhaps, but why? It’s difficult to pinpoint the exact reasons for the overall decline in entrepreneurship in America.

[New Report] Social Media & Digital Usage in 2018

Affluent U.S. Hispanics Drive Daily Usage of Top Social Media Platforms U.S. Hispanics earning $75,000+ a year significantly over-index on key digital and social media measures when compared to non-Hispanic Whites. From the platforms they use to what they do when they get there, Hispanics are “always on,” depending heavily on their smartphones to keep them connected to family and friends, to research brands, and to make purchases. In our new report, Social Media & Digital Usage in 2018, we partnered with mitú to take a closer look at the latest social media and digital trends across all U.S. consumers, specifically examining attitudes and activity by ethnicity and race, income and daypart.

Millennial Vaccination Habits Vary by Ethnicity

But opinions about early childhood and HPV vaccines contradict. Why the difference? Whenever there is an outbreak of the measles, mumps or some other vaccine preventable infectious disease, we hear a lot about herd immunity – the notion that if 90%-95% of a population is vaccinated infectious diseases cannot get a toehold in a population. This idea, however, may be providing us a false sense of security because for herd immunity to work, vaccinated individuals need to be distributed evenly among a population to act as buffers against transmission and, it turns out, they’re not.

Does Geography Override Inherited Culture?

How Hispanic Attitudes Towards Family Influence Hispanic Advertising There was a time when nearly all U.S. Hispanics could be found in the West and Southwest. Now, the fastest growing Hispanic populations are in North Carolina and Georgia. Midwestern States, such as Iowa, have experienced triple-digit Hispanic population growth over the past fifteen years. In market research, we often use someone’s inherited race and culture as a way of predicting their preferences and behaviors. Does this approach still have value at a time when cultural groups are now dispersed across the country?

[INFOGRAPHIC] What’s Driving Total Market Automobile Buying Trends In 2017?

Autonomous automobile technology is driving innovation in an industry hit hard by big economic swings and government bailouts. But the light at the end of the tunnel resides in consumers’ acceptance of newer technologies like driverless vehicles and less dependence on gasoline. At ThinkNow Research, we wanted to explore consumers’ attitudes toward these changes and how they impact vehicle purchasing habits.