Understanding & Reaching the New Digital American Family · 1950 1953 1956 1959 1962 1965 1968 1971...
Transcript of Understanding & Reaching the New Digital American Family · 1950 1953 1956 1959 1962 1965 1968 1971...
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The New Digital American FamilyCopyright © 2011 The Nielsen Company. Confidential and proprietary.
Doug Anderson
SVP Research & Thought Leadership, The Nielsen Company
Radha Subramanyam
SVP Media Analytics, The Nielsen Company
Understanding & Reaching the
New Digital American Family
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Understanding and Reaching
The New Digital American Family
Understanding the New Digital American Family
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Understanding and Reaching
The New Digital American Family
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Understanding and Reaching
The New Digital American Family
If you’re here
looking for Ward,
June, Wally, and
the Beav…
… they have officially left the building.
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Understanding and Reaching
The New Digital American Family
Sizing the Current Family Marketplace
56 MM HHs20 MM HHs
38 MM HHs
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Understanding and Reaching
The New Digital American Family
Share of HHs With Children (<18)
25.0
30.0
35.0
40.0
45.0
50.0
19
50
19
53
19
56
19
59
19
62
19
65
19
68
19
71
19
74
19
77
19
80
19
83
19
86
19
89
19
92
19
95
19
98
20
01
20
04
20
07
20
10
20
13
20
16
20
19
20
22
20
25
20
28
20
31
20
34
20
37
20
40
20
43
20
46
20
49
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Understanding and Reaching
The New Digital American Family
Very Slow Growth But A Lot of Change
Total HHs with Kids Ten Year Growth Rate — 4.0%(Half the Rate of Total HHs)
2010–2020 HH Growth
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Understanding and Reaching
The New Digital American Family
Africa, Asia, Latin America, Middle
East
United States, Canada, Europe,
Australia
Immigrant Flows20MM+ per decade
Multi-cultural population accounted for 92% of growth from 2000–2010Driven substantially by new immigrants & the children they had
Will account for all growth among HHs with children
Between now & 2050 global population will grow by 32%
<2% of all population growth will come from the more developed world
Young people leave for opportunity
Leads to rapid growth in ethnic populations
among families
Bring families or start new ones
Families Become More Ethnic More Quickly
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Understanding and Reaching
The New Digital American Family
HHs w/Kids Majority Multi-Cultural by 2050
Non Hispanic White
Multi-Cultural
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Understanding and Reaching
The New Digital American Family
Marriage & the State of the Family
• Institutional
• Companionate
• Individualistic
…a person whom I love & who will love me for who I am
& will support my personal growth
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Understanding and Reaching
The New Digital American Family
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
1960 1970 1980 1990 2000 2008
Sep / Wid / Div
Never Married
Marriage Has Become Less Prevalent
72%
52%
Married
Marital Status of Pop 18+
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Understanding and Reaching
The New Digital American Family
White: -24%
Hispanic: -30%
Black: -47%
Percent Married by Race/Ethnicity
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Understanding and Reaching
The New Digital American Family
Percent Married by Education
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Understanding and Reaching
The New Digital American Family
Number of divorces per 1,000 population
Divorce Rates Continue to Decline
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Understanding and Reaching
The New Digital American Family
19.0
20.0
21.0
22.0
23.0
24.0
25.0
26.0
27.0
28.0
29.01890
1920
1947
1950
1953
1956
1959
1962
1965
1968
1971
1974
1977
1980
1983
1986
1989
1992
1995
1998
2001
2004
2007
Men Women
Median Age at First Marriage
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Understanding and Reaching
The New Digital American Family
19.0
20.0
21.0
22.0
23.0
24.0
25.0
26.0
27.0
28.0
29.01890
1920
1947
1950
1953
1956
1959
1962
1965
1968
1971
1974
1977
1980
1983
1986
1989
1992
1995
1998
2001
2004
2007
Men Women
In 1960 68% of persons
in their 20s were married
Today 26% are
Median Age at First Marriage
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Understanding and Reaching
The New Digital American Family
The creation of adolescence/
The extension of adolescence
Rising rates
of cohabitation
Time to become
economically secure
Expectations for personal
fulfillment have increased
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Understanding and Reaching
The New Digital American Family
Levels of Cohabitation Have Increased &
Evened by Race/Ethnicity
Source: Alone Together – How Marriage in America is Changing
0
5
10
15
20
25
30
35
40
45
1980 2000
16
41
Total White Black Hispanic
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Understanding and Reaching
The New Digital American Family
39% in a recent Pew survey agree that
marriage is obsolete
- 44% of 18–29
- 45% of High School or Less
- 48% of HHI < $30k
Marriages have become more peaceful
with lower levels of conflict
Spouses are living more separate lives
with fewer shared activities
The State of Marriage in the Future?
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Understanding and Reaching
The New Digital American Family
0
10
20
30
40
50
60
70
80
90
Children Living with Married Parents
Share of Children Born to Unmarried Women
87
5
64
41
29
72
53
1960 2008 White Black Hispanic
Big Shifts in HH Composition
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Understanding and Reaching
The New Digital American Family
Multiple Partner Fertility
Among mothers
with two or more
children more
than 28% had
children by more
than one father
Among women aged 41–49 in a longitudinal study
Source: Cassandra Dorius / U Michigan (Dissertation in Progress)
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Understanding and Reaching
The New Digital American Family
If you put all
the trends
together…
Declining marriage rates
Delay of marriage/
Delay of children
Changes in who gets married
Growth in Multi-Cultural Pop
Declining family affluenceChanging family composition
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Understanding and Reaching
The New Digital American Family
Distribution of Families With Children by Affluence Ranges
Struggling Lower Mid Upper Mid Affluent Wealthy
25.5% 23.8% 18.7% 18.5% 13.5%
Relationship to Poverty Line
< 1.5 1.5–2.75 2.75 – 4.00 4.00 – 6.25 6.25+
Median HH Income
$17,853 $44,623 $70,561 $101,237 $176,422
Struggling — 25.5%
Lower Middle — 23.8%
Upper Mid & Higher — 50.7%
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Understanding and Reaching
The New Digital American Family
Distribution of Families With Children by Affluence Ranges
Struggling Lower Mid Upper Mid & Higher
25.5% 23.8% 50.7%
11.2%
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Understanding and Reaching
The New Digital American Family
Distribution of Families With Children by Affluence Ranges
Struggling Lower Mid Upper Mid & Higher
25.5% 23.8% 50.7%
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Understanding and Reaching
The New Digital American Family
Distribution of Families With Children by Affluence Ranges
Struggling Lower Mid Upper Mid & Higher
25.5% 23.8% 50.7%
39.454.0
70.1
60.946.0
29.9
0
20
40
60
80
100
Struggling Lower Mid Up Mid & Higher
Non Hisp White Multi-Cultural
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Understanding and Reaching
The New Digital American Family
Reaching the New Digital American Family
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Understanding and Reaching
The New Digital American Family
The Media Constellation
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Understanding and Reaching
The New Digital American Family
Source: Nielsen NPM Households With Kids
November 2010 (11/1/10-11/28/10) Avg Daily HH:MM
Households with Kids
Low Income — under $40K
Middle Income — $40–74K
High Income — $75K +
High Income Families Spend Less Time
Watching Traditional TV
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Understanding and Reaching
The New Digital American Family
Households with Kids
They Are 4 Times More Likely to Time Shift
Source: Nielsen NPM Households with Kids<18
November 2010 (11/01/2010–11/28/2010)
Avg Daily HH:MM
Low Income — under $40K
Middle Income — $40–74K
High Income — $75K +
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Understanding and Reaching
The New Digital American Family
High-income households are the heaviest
Internet users
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Understanding and Reaching
The New Digital American Family
And Are More Likely to Use the Internet
for Research
Source: Nielsen NetView and Nielsen @PlanQ4 2010
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Understanding and Reaching
The New Digital American Family
Top Websites Are Common Among All
Income LevelsTo
p 1
0 W
eb
sit
es
Low Income Middle Income High Income
Google Search
Yahoo!
MSN/WindowsLive/Bing
YouTube
Yahoo! Homepage
YouTube Homepage
Yahoo! Mail
Microsoft
Google Search
Yahoo!
MSN/WindowsLive/Bing
YouTube
Yahoo! Homepage
YouTube Homepage
Yahoo! Mail
Microsoft
Google Search
Yahoo!
MSN/WindowsLive/Bing
YouTube
Yahoo! Homepage
AOL Media Network
Apple
YouTube Hompage
Households with Kids
Source: Nielsen NetView
November 2010
Sorted by Total Unique Audience
Nielsen NetView
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Understanding and Reaching
The New Digital American Family
Different Strokes, for Different Folks… To
p 1
0 I
nd
exin
g S
ites
Households with Kids
Low Income Middle Income High Income
MSN Latino
Univision.com
EPPICard
GameNinja.com
Yahoo! en Español
Y8.com
MocoSpace
Disney XD
Monster High
4Kids Entertainment Network
Poptropica
Webkinz
LeapFrog
Club Penguin
NickJr
FunBrain.com
Starfall.com
Nickelodeon Family & Parents
LEGO
LEGO Shop At Home
HRW.com
Pearson SuccessNet
Edline.net
Teacherweb.com
Justice
American Girl
Gymboree
Webkinz
LEGO Shop At Home
AnnTaylorLoft.com
Source: Nielsen NetView
November 2010
Sorted by Total Unique Audience
Nielsen NetView
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Understanding and Reaching
The New Digital American Family
Mobile Penetration Is More Uniform Across
Income Groups
Source: Pew Research Center’s Internet& American Life Project
August9-September 13,2010 Tracking Survey
N=3,001 adults and the margin of error is +/- 2.5 % points
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Understanding and Reaching
The New Digital American Family
But Higher Incomes Use Phone for Apps and
Internet
Source: Nielsen Mobile
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Understanding and Reaching
The New Digital American Family
African Americans Watch More TV, and Asians
Watch Less
Source: Nielsen NPM: Persons 18–49
November 2010 (11/01/2010–11/28/2010)
Avg Daily HH:MM
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Understanding and Reaching
The New Digital American Family
More Than Half of Hispanic Households Watch
TogetherP2+
Source: NPM Broadcast & Cable Prime Live +7
October 2009
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Understanding and Reaching
The New Digital American Family
Hispanics Are Least Likely to Time-Shift
Source: Nielsen NPM : Persons 18 - 49
November 2010 (11/01/2010 - 11/28/2010)
Avg Daily HH:MM
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Understanding and Reaching
The New Digital American Family
NFL football brings unity to American
diversity
Total US White African American
Hispanic Asian
Source: Nielsen NPM
November 2010 - P18-49
B'Cast and Cable rankings
based on L+7 AA%\
Persons 18-49 Top Programs
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Understanding and Reaching
The New Digital American Family
Total Time Spent Online
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Understanding and Reaching
The New Digital American Family
Time Spent Online by RaceAfrican AmericansHispanics
Asian Americans White
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Understanding and Reaching
The New Digital American Family
Smart phones have a diverse ownership baseAudience Composition by Subscriber Type: Ethnicity
Q3 2010, US
Source: Q3 2010 Mobile Messaging
Report
66 68
12 9
7 12
15 101 1
Smartphones iPad
Other Latin/Hispanic Asian/Pacific Islander Black/African American White/Caucasian
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Understanding and Reaching
The New Digital American Family
Hispanics Text and African Americans Talk
Source: Nielsen NPM : Persons 18 - 49
November 2010 (11/01/2010 - 11/28/2010)
Avg Daily HH:MM
Phone Usage
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Understanding and Reaching
The New Digital American Family
6%
6%
8%
13%
Friends
Other Family
Members
Children
Spouse/Partner
Children download apps on their parents’
phonesPast 30 day downloaders (n=4,339)
Children began downloading apps on
a parents phone at an average age of
9 years old
Children downloaded an average of
30% of apps on their parents phones
CQ15B: Does anyone other than you download apps
onto your cell phone? CQ15D: At approximately what
age did your youngest child/children begin downloading
apps to your phone?
CQ15E: Approximately what percentage of the apps on
your phone did your child/children download?
Have children who downloaded apps (n=333)
Currently have apps downloaded by children installed
(n=327)
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Understanding and Reaching
The New Digital American Family
Conclusions
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Understanding and Reaching
The New Digital American Family
• Shrinking in share
• Shrinking in size
• Subject to tremendous demographic change
• Multicultural marketing will not be optional
Understanding and Reaching the New
Digital American Family
48
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Understanding and Reaching
The New Digital American Family
Understanding and Reaching the New
Digital American Family
• A divided family market
– Affluence
– Education
– Race/ethnicity
– Marriage rates
– Cohabitation
– Household composition
– Age of parent(s)
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Understanding and Reaching
The New Digital American Family
• Representation of the New American Family will be difficult
• Few old assumptions will be valid
Understanding and Reaching the New
Digital American Family
50
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Understanding and Reaching
The New Digital American Family
• Marketers need to have a multichannel strategy for reaching different types of families.
• We need to think in terms of income, ethnicity as well as stage of life
• Differences in device usage and timeshifting need to be taken into account
Understanding and Reaching the New
Digital American Family
51
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Understanding and Reaching
The New Digital American Family
• These multichannel strategies are particularly essential for higher income HHs with kids
• However, some large reach vehicles still exist, both TV and Online
Understanding and Reaching the New
Digital American Family
52
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Understanding and Reaching
The New Digital American Family
Understanding and Reaching the New Digital American Family
Doug Anderson-
Radha Subramanyam