On April 22nd, Americans and many of their terrestrial counterparts in countries around the world will celebrate Earth Day, a tradition that was started in the United States by Wisconsin Senator Gaylord Nelson in 1970. Much has changed on the planet since the first Earth Day, and even in recent years attitudes continue to evolve [...]

Read more ››

No comments

Compared to younger adult audiences, Baby Boomers are more likely to be watching the World Series coverage. Experian’s Mosaic USA finds the largest share of World Series viewers are heavily saturated with adults age 50 to 65.

Read more ››

No comments

Google+ emerged as the third largest site in the Social Network and Forums category last Wednesday, a day after the site went from “invitation-only” to "open access" available to everyone.

Opening access created a massive spike in market share of visits for the site, with a 1269% growth from the week ending September 17th to the week of September 24th. The site also received nearly 15 million total US visits last week.

In just one week, Google+ went from ranking as 54th most visited site in our Social Networking and Forums category to 8th place.

The evolution of Google+’s audience composition from its launch in early July to last week illustrates how quickly the cycle from “Innovator” and “Early Adopter” phase, to the “Early Majority” and “Late Majority” can occur.

In comparison to the online population, Google + continued to over-index for and win a high share of its visits from Mosaic USA 2011 Types which contain “Influencers”, “Early Adopters” and the internet-savvy, like “Bohemian Groove”, “Gotham Blend” and “Progressive Potpourri” ; this indicates that “Early Adopters” still account for a large share of Google+’s traffic.

Yet the week of September 24th also saw a sharp increase in visit share from “Hispanic Harmony”, “Platinum Prosperity” and “Striving Single Scene”, amongst others, shifting the audience profile of Google+. Besides the outlier “Platinum Prosperity”, the unifying factor between these varied groups is their lower to middle income profile. This evolution in audience profile indicates that Google+ may be shifting into the “Early Majority” stage.

Note – the data does not include mobile traffic or traffic from the Google Notification Bar

Thanks to Margot Bonner, Analyst on the Custom Data & Insights team for helping with today’s analysis.

Read more ››

No comments

The most effective way to segment a back-to-school audience is to include basic data elements with a segmentation methodology that recognizes the lifestyle and behavioral differences among households containing school-aged children. Experian’s Mosaic lifestyle segmentation solution can provide key insights into this lucrative audience.

Read more ››

No comments

Read more ››

No comments

It is to be expected that most diets go out the window around the holiday season. But there comes a point when many of us need to tighten the belt (literally) again. And that is where differences arise. Weekly data from Experian Simmons DataStreamSM show that the percent of American women who diet to lose [...]

Read more ››

1 comment

Recovery from the Great Recession has continued to prove a challenge to marketers and understanding the various ways that consumers have been personally affected by the economic downturn is key to making the best of tough times. Experian Simmons helps marketers move forward with the development of the new Economic Outlook consumer segmentation system that [...]

Read more ››

No comments

Same-sex marriage is a hot button topic no matter on which side of the issue you stand. But there can be no denying that same-sex couples are finding an expanding number of options in the U.S. and abroad should they decide to legally wed. The 2010 LGBT Consumer Report explores the household arrangements and behaviors [...]

Read more ››

No comments

Before the beginning of the “Great Recession” in October 2008, Hispanic Americans were more confident than non-Hispanic consumers that they would be better off financially in 12 months than they are today. While Hispanic consumers’ financial optimism was challenged during the last year and a half—at times declining to the point where it matched or [...]

Read more ››

No comments

Nine in ten U.S. adults today use at least one mobile device. Mobile phones have truly become an essential part of consumers’ every day lives, and email marketers can easily capitalize on this immense market if they plan and segment their campaigns strategically. Recently released consumer reseach from Experian Simmons reveals the following key trends [...]

Read more ››

No comments