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 デジタルの発見：ラテン系消費者のオンライン生活 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.
*ニールセンはLatinxという用語を性別不特定という意味で使用している。この決定は、女性、LGBT+、ノンバイナリーヒスパニックをより包含すること、そしてソーシャルメディアや学術論文でこの用語の人気が高まっていることを考慮したものである。
