The U.S. population is growing increasingly diverse, with 24% of households in the U.S. considered multicultural. For brands, marketers and advertisers looking to engage with today’s diverse consumers, understanding who these shoppers are is crucial. Using our data, we bring powerful diverse consumer stories to life and turn data into actionable insights. Recently, we were invited to share some of these stories at Azteca América’s New York and Los Angeles upfront events.
Stacie de Armas, our VP of Strategic Initiatives & Consumer Engagement, shared updated insights from our 2017 Diverse Intelligence Series report Latina 2.0: Fiscally Conscious, Culturally Influential and Familia Forward. Her presentation, called “The New Latina Demographic Revolution,” underscored the economic power and cultural influence Latinas wield in an increasingly diverse U.S. market.
The presentation revealed that Latinas are some of the most digitally connected in the U.S., as 91% own smartphones, 10% more than their non-Hispanic White counterparts. Additionally, Stacie highlighted Latinas’ socially conscious purchasing habits; 61% of Latinas agree that they are more likely to buy a brand that supports a cause they care about. Stacie’s presentation emphasized the value for advertisers in reaching Latinas—as key influencers over U.S. Hispanics’ increasing buying power. Also, Latinas today are increasingly bilingual and have an affinity towards brands and products that speak to them authentically and that are reflective of the diversity of the U.S population. Content creators who appeal to Latinas are therefore incredibly valuable to advertisers looking to tap into the U.S. Hispanic market.
“Nielsen has chronicled the awakening and growth of Latina economic and cultural power since 2013, when we released our Latina Power Shift report,” said Stacie. “What we’ve seen in the five years since then has been a remarkable trend toward the preeminence of multicultural consumers. It’s become increasingly clear that U.S. Hispanics in particular are exerting their economic power and cultural influence on a variety of industries, and much of this power is wielded and influenced by Latinas.”
Zusätzlich zu den Daten, die Stacie in ihrer Präsentation vorstellte, unterstützte der Latina 2.0-Bericht von Nielsen die Einführung der neuen werbegestützten Plattform "The Year of the Latina" von Azteca América. Der Sender wird die Errungenschaften der hispanischen Frauen in den USA über digitale, soziale und Programmplattformen feiern.
Jedes Jahr veröffentlichen wir in unserer Diverse Intelligence Series eine Reihe von umfassenden Berichten über die einzigartigen Konsum- und Kaufgewohnheiten verschiedener Verbraucher. Diese Berichte haben sich zu einer branchenweiten Ressource entwickelt, die Marken und Werbetreibende dabei unterstützt, vielfältige Verbraucher besser zu verstehen.
Dass Azteca América die Erkenntnisse aus dem Nielsen-Bericht in seine Upfrontspiele 2018 einfließen ließ, zeigt den Wert der unternehmensführung für multikulturelle Frauen und wie Sender, Marken und Werbetreibende sich ihrer wirtschaftlichen unternehmensführung bewusst werden. Unternehmen, die ihr Wachstum in einem multikulturellen Markt vorantreiben wollen, müssen diese Daten bei der Gestaltung ihrer eigenen Kampagnen ebenfalls berücksichtigen.
