Who watches the most TV? Women watch more than men, African-Americans outpace other ethnicities and older Americans tune in at higher rates than those their junior, according to the latest Nielsen Cross-Platform Report. The report shares video consumption across traditional TV, mobile and online.

Marketers who only focus on the traditional 25-54 age demographic are missing about 58 percent of the U.S. population, overlooking growth opportunities as baby boomers age and those under 25 wield increasing influence over household spending.

Nielsen congratulates the class of 2011 and takes look at today’s American teen, raised in an age dominated by media choices like never before—from the Internet to cable channels to web connected devices galore.

From what people watch to what they buy, behavior across ethnic groups in the U.S. is as diverse as the groups themselves. A closer look at the multicultural landscape by The Nielsen Company reveals how consumers utilize the same resources differently.

Caretakers. Breadwinners. Couponers. Social networkers. Decision makers. Roughly 34 percent of American households are home to kids under 18, and modern moms wear many hats and play many roles.

By 2050, Hispanics are projected to account for more than 30 percent of the U.S. population – a significant growth driver that marketers can no longer overlook.

According to a new report from The Nielsen Company that looks at family dynamics, media and purchasing behavior trends, American households are getting smaller, growing more slowly and becoming more ethnically diverse than at any point in history.

Consumers from lower and middle SELs shop more frequently than others and contributed 65 percent of the total increase in Brazilian consumption. These groups – which combined make up about 59 percent of all consumers – are now playing an important role in the future of the economy.

Grandparents are a family’s greatest treasure. For many, their greatest joy is to lavish with love and spoil with splendor. And considering grandparents represent a sizable target, which will continue to grow another 11 percent between now and 2015, retailers and manufacturers would be wise to tap into the “multiplier effect” they represent.

Population aging is not a short-term trend or even a medium-term one. As most countries will continue to age well into the second half of the 21st century, population aging is a permanent trend and marketers will need new models to reach aging consumers.