Technology has fundamentally changed the Latinx* consumer experience. Hispanic consumers own devices and use digital platforms at a higher rate than the total market, creating behavioral differences in how they communicate, shop, consume content and mobilize for social justice. According to Nielsen’s recently released Descubrimiento Digital: Kehidupan Online Konsumen Latinx report, the combination of the relative youth of the Hispanic community–-and the preference for culturally nuanced and representative content—puts Latinx consumers at the nexus of setting trends and influencing the mainstream.
In the latest episode of Nielsen’s On the Record, Stacie de Armas, VP, Strategic Initiatives and Consumer Engagement, joins Andrew McCaskill, SVP, Global Communications and Multicultural Marketing, to discuss the cultural drivers of Latinx digital consumption. Stacie also delves into ways that companies can forge authentic connections with Latinx consumers by developing messaging that speaks to the diverse experiences of U.S. Hispanics.
*Nielsen menggunakan istilah Latinx untuk merujuk pada jenis kelamin yang tidak ditentukan. Keputusan ini merupakan sebuah anggukan terhadap inklusi yang lebih besar terhadap perempuan, LGBT+ dan Hispanik non-biner, serta semakin populernya istilah ini di media sosial dan tulisan akademis.
