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 Mudança no poder latino-americano 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.”
Além dos dados que Stacie compartilhou em sua apresentação, o relatório Latina 2.0 da Nielsen apoiou o lançamento da Azteca América de sua nova plataforma suportada por anúncios chamada “The Year of the Latina” (O Ano da Latina). A rede celebrará as conquistas das mulheres hispânicas dos EUA em plataformas digitais, sociais e de programação.
Todos os anos, divulgamos um conjunto robusto de relatórios abrangentes sobre os hábitos únicos de consumo e compra de diversos consumidores em nossa Série Diverse Intelligence. Esses relatórios se tornaram um recurso do setor para ajudar marcas e anunciantes a entender melhor os diversos consumidores.
A incorporação pela Azteca América das conclusões do relatório da Nielsen em seus eventos antecipados de 2018 demonstra o valor da liderança intelectual da Nielsen sobre mulheres multiculturais, bem como a forma como as redes, marcas e anunciantes estão despertando para sua liderança econômica. As empresas que buscam impulsionar o crescimento em um mercado multicultural devem, da mesma forma, levar em conta esses dados ao projetar suas próprias campanhas de divulgação.
