Neustar Reveals Consumer Insights for Brands on U.S. Tax Day

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PlatformOne™ offers marketers new non-intuitive insights to target audiences most likely to spend their tax return

Consumer Insights for Brands on U.S. Tax Day

Neustar, Inc. (NYSE: NSR), a trusted neutral provider of real-time information services and analytics, today released new non-intuitive insights about U.S. consumers to highlight where they may be spending their tax refund. Marketers are constantly searching for ways to better engage with potential customers by learning more about their spending habits. During tax season, advertisers can target potential customers who are eager to spend their well-deserved tax refund.

According to the National Retail Federation (NRF), about half of those expecting a refund, plan to spend it, rather than save it. Among the items consumers plan to spend their tax refund on, include daily expenses, vacations, major purchases (like a car or television), and paying down debt. To augment that insight, Neustar analyzed the demographics and spending habits of three generations – Millennials (age 18-35), Generation X (age 36-50), and Baby Boomers (age 51-69) – to provide marketers with the most complete portrait of generational differences in buying behaviors.

Using the PlatformOne™ marketing solution, Neustar identified which preparation method each generational group prefers when filing their tax return. For instance, 20 percent of Generation Xers use Turbo Tax® online and 15 percent of Millennials go to an H&R Block ® storefront to get help with filing their taxes. Neustar also found that 26 percent of Millennials acquired their first home mortgage, 17 percent bought a used car in the last 12 months, and 16 percent take group trips when going on vacation. Non-intuitive insights like these provide marketers with high value information for a campaign with a personalized dialogue across all channels.

With U.S. tax day right around the corner, take a look at the entire infographic and learn more about the PlatformOne™ marketing solution.

About Neustar            
Neustar, Inc. (NYSE:NSR) is the first real-time provider of cloud-based information services and data analytics, enabling marketing and IT security professionals to promote and protect their businesses. With a commitment to privacy and neutrality, Neustar operates complex data registries and uses its expertise to deliver actionable, data-driven insights that help clients make high-value business decisions in real time, one customer interaction at a time. More information is available at

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Lara Wyss
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