One week before launching our 2018 Latinx Diverse Intelligence Series consumer report, Descubrimiento Digital：拉美消费者的在线生活, we brought together New York City’s leading U.S. Hispanic media organizations and influencers for a first look at the online behaviors, patterns and trends we’re seeing with Latinx consumers. HOLA USA, WABC TV, El Diario NY 和 Portada, as well as influencers including Latina Cool Mag, Trendy Latina and Dahiana Perez, attended the event.
Stacie de Armas, VP, Strategic Initiatives & Consumer Engagement at Nielsen, also spoke with our guests (pictured above). Her presentation unveiled important statistics, such as how 72% of Hispanics and 75% of Hispanic households speak Spanish at home, which generated dialogue and interest from the group.
"Stacie说："美国的西班牙裔拥有数字化的能力，并迅速走在技术应用的前沿。"他们的知名度凸显了文化包容性和公民代表性的提高，以及对社区进步的认可。
我们的最新消费者报告证实，网络是拉美裔消费者的首选资源。尼尔森的数据显示，60% 的拉美裔是在互联网时代出生或长大的，而非拉美裔白人中只有 40%。
Andrew McCaskill, SVP of Global Communications and Multicultural Marketing, Nielsen, emphasized the importance of understanding the Latinx consumer. “With continuing progress in educational pursuits and economic gains, the Latinx community’s influence on the new American mainstream is undeniable on many fronts,” he said.
随着晚会的继续，来宾们觥筹交错，分享了他们作为在美西班牙裔人的相似经历，讨论了他们最喜欢的网络平台、社交媒体人物和家庭传统。Stacie 分享说，在传承她的文化风味时，坚持食谱不仅仅是衡量标准。
"她说："当我在杂货店买东西时，有很多品牌在卖'guayaba'，但我总是会选择我祖母以前买的那个品牌，因为它给我一种家的感觉。她说，"我在杂货店买'guayaba'的时候，有很多品牌，但我总是买我祖母以前买的那个牌子，因为有家的感觉。"与会的很多人都同意她的观点，这也印证了报告的结论，即 80% 的美国西班牙裔人都认为，当他们找到自己喜欢的品牌时，就会坚持使用。
The event was covered by media attendees including El Diario NY, La Raza, La Prensa FL, La Opinion 和 Portada. The subsequent report launch has stirred media coverage across both English and Spanish news outlets, including EFE, HOY Los Angeles, HispanicAd 和 Listin Diario, as well as industry trade outlets such as 广告牌.
To learn more about the digital lives of Latinx consumers, download Descubrimiento Digital：拉美消费者的在线生活.
Note: Nielsen uses the term Latinx to connote unspecified gender. The decision is a nod toward greater inclusion of women, LGBT+ and non-binary Hispanics and the growing popularity of the term in social media and academic writing.
