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 拉丁裔权力转移 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.”
除了 Stacie 在演讲中分享的数据外，尼尔森的 Latina 2.0 报告还为 Azteca América 推出名为 "拉丁裔女性年 "的新广告支持平台提供了支持。该网络将通过数字、社交和节目平台庆祝美国拉美裔女性的成就。
每年，我们都会在 "多元化情报系列 "中发布一系列有关多元化消费者独特消费和购买习惯的综合报告。这些报告已成为帮助品牌和广告商更好地了解多元化消费者的行业资源。
Azteca América将尼尔森报告中的见解纳入其2018年的前期活动中，这表明了尼尔森在多元文化女性方面的思想领导力的价值，以及网络、品牌和广告商是如何意识到其经济领导力的。希望推动多元文化市场增长的公司在设计自己的推广活动时同样必须注意到这些数据。
