If you’re in the U.S. and are using a social network like Facebook, Myspace or LinkedIn, chances are you’re more affluent and more urban than the average American.

Loyal customers provide businesses with a steady revenue stream, higher profit margins and confirmed evangelists who virtually—and virally—do much of their marketing for them. Segmentation methods are driving increased ROI among best-fit customers.

Change is quietly shaking up rural America — both the traditional economic base (farming) and the ethnic composition (strongly skewed to non-Hispanic whites) are rapidly diversifying.
With roughly one-third of the total U.S. population and at least three-quarters of the country’s land area, rural America is a diverse and important marketplace for marketers of consumer products, Doug Anderson, EVP, Research & Development, Nielsen, argues in the January issue of Nielsen’s “Consumer Insight” online newsletter.
Marketers intent on reaching rural Americans should pay attention to marked differences in media usage and consumer preferences that …

Baby boomer households represented more than 50% of sales in 98 of 122 consumer packaged goods (CPG) product categories analyzed in a recent study by Nielsen and the Hallmark Channel.  That adds up to almost $200 billion in total sales in those categories. 
But despite the evident buying power of boomers, many advertisers — intent of wooing loyal lifetime customers — continue to focus their advertising on younger consumers.
Writing in the January issue of Nielsen’s “Consumer Insight” online newsletter, Howard Shimmel, Senior Vice President, Consumer Insights, Nielsen, and Jess D. Aguirre, …

Hispanic-American households spent almost twice as much (90% more) on dried vegetables and grains than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.
These households also outspent average households by 88% on purchases of ice, and by 75%, 72%, and 64%, respectively, on purchases of baby food, baby needs, and disposable diapers.
Acculturated Hispanic-American households — those that speak at least some English at home – account for 10.8% of all U.S. households.  These households represented 20.5% of dried vegetables and grains product dollar sales and 20.3% of …

It’s no secret that individual film genres attract very specific audiences. Chick flicks, like the “Nanny Diaries,” typically resonate strongly with women, while action films, like “3:10 to Yuma,” usually appeal strongly to men.
For advertisers trying to reach target audiences, understanding which film types attract specific consumers can make or break an advertising campaign.
In response, Nielsen PreView analyzed 400 recent movies to identify 11 key movie consumer segments.
Nielsen’s “Tent Pole” segment, for example, attracts viewers from all demographic segments. Popular family and action films, like “Spider-Man 3,” typify this segment. Advertisers …

Rural American households spent more than twice as much on canning and freezing supplies, 47% more on automotive products, and 38% more on tobacco and accessories than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.
“Plain Rural Living” households — a Nielsen Spectra lifestyle segment that includes households in small towns and rural areas with the lowest population densities — account for 21% of all American households.  These households represented 43% of canning/freezing supplies product dollar sales, 31% of automotive product dollar sales, and 29% of tobacco and …

American households headed by people age 65 and older spent 55% more on vitamins and 45% more on medications and remedies than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.
Households headed by Americans age 65 and older account for 14.4% of all U.S. households.  These households represented 22.3% of vitamins product dollar sales and 20.8% of medications and remedies product dollar sales.
Other categories skewing to households with older people include pain remedies, canned fruit, and coffee, as well as canning/freezing supplies and floral/gardening supplies.

Rank
(by highest index)
Top 10 Categories:
Households …

Asian-American households spent more than twice as much (+135%) more on dried vegetables and grains than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.
These households also outspent average households by 90% and 78%, respectively, on purchases of family planning products and photographic supplies.
Asian-American households account for just 2.8% of all U.S. households.  In 2007 and 2008, these households represented 6.7% of dried vegetables and grains product dollar sales, 5.4% of family planning product dollar sales, and 5.1% of photographic supplies product dollar sales.

U.S. households without children spent 19% more on liquor and wine, and 14% more on vitamins than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.
Although households are often assumed to be conventional families with children, most U.S. households do not have children under the age of 18.  In fact, households without children account for roughly 65% of all U.S. households. 
According to Nielsen, these households represent 77.5% of liquor and wine dollar sales, 74% of vitamin dollar sales, and 73.6% of floral/gardening product and tobacco dollar sales.
Other categories skewing to households without children include medications/remedies, …