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.”
ステイシーがプレゼンテーションで紹介したデータに加え、ニールセンの「ラティーナ 2.0」レポートは、アステカ・アメリカの新しい広告支援プラットフォーム「ラティーナの年」の立ち上げを支援しました。同ネットワークは、デジタル、ソーシャル、番組プラットフォームを通じて、米国のヒスパニック系女性の功績を称える予定です。
当社は毎年、多様な消費者特有の消費・購買習慣に関する包括的なレポート「Diverse Intelligence Series」を発表しています。これらのレポートは、ブランドや広告主が多様な消費者をよりよく理解するための業界リソースとなっています。
アステカ・アメリカがニールセンのレポートからの洞察を2018年のアップフロントイベントに取り入れたことは、多文化女性に関するニールセンのソート・リーダーシップの価値と、ネットワーク、ブランド、広告主がその経済的リーダーシップにいかに目覚めているかを示している。多文化市場で成長を促進しようとしている企業は、自社のアウトリーチキャンペーンを設計する際、同様にこのデータに留意しなければならない。
