Understanding & Reaching the New Digital American Family · 1950 1953 1956 1959 1962 1965 1968 1971...

1

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

2


Understanding and Reaching

The New Digital American Family

Understanding the New Digital American Family

3




4




If you’re here

looking for Ward,

June, Wally, and

the Beav…

… they have officially left the building.

5




Sizing the Current Family Marketplace

56 MM HHs20 MM HHs

38 MM HHs

6




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

7




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

8




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

9




HHs w/Kids Majority Multi-Cultural by 2050

Non Hispanic White

Multi-Cultural

10




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

11




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+

12




White: -24%

Hispanic: -30%

Black: -47%

Percent Married by Race/Ethnicity

13




Percent Married by Education

14




Number of divorces per 1,000 population

Divorce Rates Continue to Decline

15




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

16




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

17




The creation of adolescence/

The extension of adolescence

Rising rates

of cohabitation

Time to become

economically secure

Expectations for personal

fulfillment have increased

18




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

19




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?

20




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

21




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)

22




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

23




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%

24





Struggling Lower Mid Upper Mid & Higher

25.5% 23.8% 50.7%

11.2%

25






25.5% 23.8% 50.7%

26






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

27




Reaching the New Digital American Family

28




The Media Constellation

29




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

30





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 +

31




High-income households are the heaviest

Internet users

32




And Are More Likely to Use the Internet

for Research

Source: Nielsen NetView and Nielsen @PlanQ4 2010

33




Top Websites Are Common Among All

Income LevelsTo

p 1

0 W

eb

sit

es

Low Income Middle Income High Income

Google

Facebook

Google Search

Yahoo!

MSN/WindowsLive/Bing

YouTube

Yahoo! Homepage

YouTube Homepage

Yahoo! Mail

Microsoft

Google

Facebook

Google Search

Yahoo!


YouTube

Yahoo! Homepage

YouTube Homepage

Yahoo! Mail

Microsoft

Google

Google Search

Facebook

Yahoo!


YouTube

Yahoo! Homepage

AOL Media Network

Apple

YouTube Hompage


Source: Nielsen NetView

November 2010

Sorted by Total Unique Audience

Nielsen NetView

34




Different Strokes, for Different Folks… To

p 1

0 I

nd

exin

g S

ites


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

35




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

36




But Higher Incomes Use Phone for Apps and

Internet

Source: Nielsen Mobile

37




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

38




More Than Half of Hispanic Households Watch

TogetherP2+

Source: NPM Broadcast & Cable Prime Live +7

October 2009

39




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

40




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

41




Total Time Spent Online

42




Time Spent Online by RaceAfrican AmericansHispanics

Asian Americans White

43




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

44




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

45




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)

46




Conclusions

47




• 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






• A divided family market

– Affluence

– Education

– Race/ethnicity

– Marriage rates

– Cohabitation

– Household composition

– Age of parent(s)

49




• Representation of the New American Family will be difficult

• Few old assumptions will be valid



50




• 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



51




• These multichannel strategies are particularly essential for higher income HHs with kids

• However, some large reach vehicles still exist, both TV and Online



52




Understanding and Reaching the New Digital American Family

Doug Anderson-

[email protected]

Radha Subramanyam

[email protected]

mailto:[email protected]

mailto:[email protected]

Understanding & Reaching the New Digital American Family · 1950 1953 1956 1959 1962 1965 1968 1971...

Documents

Transcript of Understanding & Reaching the New Digital American Family · 1950 1953 1956 1959 1962 1965 1968 1971...