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.”
Selain data yang dibagikan Stacie dalam presentasinya, laporan Nielsen Latina 2.0 mendukung peluncuran platform baru yang didukung iklan yang disebut "The Year of the Latina" oleh Azteca América. Jaringan ini akan merayakan pencapaian wanita Hispanik AS di seluruh platform digital, sosial, dan pemrograman.
Setiap tahun, kami merilis serangkaian laporan komprehensif yang kuat tentang konsumsi unik dan kebiasaan pembelian konsumen yang beragam dalam Diverse Intelligence Series. Laporan-laporan ini telah menjadi sumber daya industri untuk membantu merek dan pengiklan memahami konsumen yang beragam dengan lebih baik.
Penggabungan wawasan dari laporan Nielsen ke dalam acara-acara awal tahun 2018 oleh Azteca América menunjukkan nilai dari kepemimpinan pemikiran Nielsen tentang perempuan multikultural, serta bagaimana jaringan, merek, dan pengiklan mulai sadar akan kepemimpinan ekonomi mereka. Perusahaan yang ingin mendorong pertumbuhan di pasar multikultural juga harus memperhatikan data ini ketika merancang kampanye penjangkauan mereka sendiri.
