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.”
Oltre ai dati che Stacie ha condiviso nella sua presentazione, il rapporto Latina 2.0 di Nielsen ha supportato il lancio da parte di Azteca América della sua nuova piattaforma ad-supported chiamata "The Year of the Latina". Il network celebrerà i successi delle donne ispaniche statunitensi attraverso piattaforme digitali, sociali e di programmazione.
Ogni anno pubblichiamo una serie di rapporti completi sulle abitudini di consumo e di acquisto dei consumatori eterogenei nella nostra serie Diverse Intelligence. Questi rapporti sono diventati una risorsa del settore per aiutare i marchi e gli inserzionisti a comprendere meglio i consumatori eterogenei.
L'incorporazione da parte di Azteca América delle intuizioni del rapporto Nielsen nei suoi eventi upfront del 2018 dimostra il valore della leadership di pensiero di Nielsen sulle donne multiculturali, nonché il modo in cui reti, marchi e inserzionisti si stanno risvegliando alla loro leadership economica. Le aziende che cercano di promuovere la crescita in un mercato multiculturale devono prendere nota di questi dati quando progettano le loro campagne di sensibilizzazione.
