Are Demographics Dead?

Economically, new nesters are more likely to have experienced a negative change in their financial situation (30 percent). Couples without kids are less likely to have experienced financial hardship over the past 12 months, per the study, and are more likely to have moved to a new home.

"Despite similar demographics, [consumers in] these life stages clearly have very different attitudes and motivations, and it would be a mistake to communicate with them in the same way," said Gerry Philpott, CEO of E-Poll Market Research.

Jess Aguirre, svp, research, Hallmark Channel, called the findings "eye-opening. . . . While we have known that only 23 percent of American parents are satisfied with the amount of family programming available to them, this new research shows the lengths to which new nesters and established families will go to provide trusted content to their households. These groups are using all technological means at their disposal to protect their families from unwanted content."

K.C. Blake, director of business development at USC's ETC, said, "Life stage research is a new and valuable tool. . . . Importantly, this research provides insight not only for today's market, but also in the future as consumers pass through various life stage groups."
 
The study co-sponsors said they would field additional studies in the coming months to glean more insights about emerging media consumption patterns.