Few Americans have been untouched by the economic downturn gripping the country. But how we respond varies widely by demographics, according to a Nielsen study. Understanding how we differ in the ways we cut back can create opportunities for manufacturers and advertisers.
Nielsen created eight segments that divided households into groups based on their behavior and reaction to the decline.  Despite conventional thinking that these segments are based primarily on income, characteristics such as age, household size and location were important factors in determining groups based on how they cut back …

Nielsen Mobile and Mediamark Research & Intelligence announced Thursday that they will jointly launch Mobile-MRI, an integrated database that will track the lifestyle and behavior of mobile media consumers. 
Nielsen Mobile collects data on consumer mobile usage, audience sizes and composition across all mobile media vehicles, while Mediamark provides data on media and product consumption, psychographic characteristics, and geodemographic characteristics.
Nielsen and Mediamark’s joint database will offer detailed behavioral, psychographic, demographic, and product usage information on mobile users. 
The new tool will help mobile media companies and advertisers better target audiences with mobile ad campaigns. 
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