DIVERSE MEASUREMENT
being THE ULTIMATE SOURCE OF TRUTH means measuring EVERYONE
At Nielsen, truth is our only agenda. That’s why our data and insights about consumer behavior come from real people in the real world. Our measurement reflects the diversity of populations all over the country and the globe. That way, you always have a complete view of today’s trends, changes and challenges, so you can spot tomorrow’s opportunities. So when you’re designing your next campaign to reach diverse audiences, make sure you see what Nielsen has to offer.
Asian American
TRUTH
81% of Asian American households subscribe to at least one subscription video on demand service like Netflix or Hulu. This tech-savvy group is also the fastest growing segment in the U.S. in terms of population and buying power.
AFRICAN American
TRUTH
Black consumers aged 18-34 have an affinity for tech, and are 11% more likely to use finance/investment apps than the total population.
U.S. Hispanics
TRUTH
Latinx consumers are digitally connected and spend 3 more hours per week using apps and the web on smartphones than watching live or time-shifted TV.
LGBTQ
TRUTH
LGBTQ consumers spend more on a variety of musical experiences and media, including festivals, streaming, CDs and vinyl/cassettes.
Women
TRUTH
Women are focused on efficiency and 61% say that a convenient store location influences their shopping decisions, compared with 53% of men.
disabilities
TRUTH
In the world of pet care, households that have members with disabilities, which represent more than one-third of U.S. households, are powerful consumers. They spend more than the total population on both pet care and pet food.
veterans
TRUTH
While U.S. veteran consumers are more likely to gravitate toward traditional media platforms like TV, newspapers and radio, nearly one-fifth say they spend one to two hours per day on social networking sites.
A Fair and Accurate 2020 Census
The purpose of conducting a census every 10 years is to get a complete, accurate count of the population in our country. If we are unable to get an accurate count, the census will contain flawed data that will have far-reaching consequences for U.S. commerce and media, retail and consumer packaged goods businesses. Billions of dollars follow these counts.