提到消费电子展（CES），很多人都会想到科技和小玩意，而尼尔森在今年的会议上向与会者介绍了拉美消费者为科技领域的参与者提供的越来越多的机会，因为他们大量采用和使用所有数字事物。
At CES 2019, Nielsen’s Stacie de Armas, VP, Strategic Initiatives and Consumer Engagement, led the “Authenticity + Tech: Winning Latinx Engagement session,” which explored how companies can successfully reach the U.S. Hispanic community—digitally connected consumers who are driving growth for a variety of industries. She was joined during her session by Latinx marketing experts Javier Delgado, Senior Director of Marketing for Walmart, and Roberto Ruiz, EVP of Research, Insights and Strategy for Univision.
Stacie began with a presentation on the state of Latinx digital consumption, highlighting insights from Nielsen’s recently released Diverse Intelligence Series (DIS) report Descubrimiento Digital：拉美消费者的在线生活. She made a clear case that companies without a Hispanic outreach strategy risk the ability to drive future growth. Next, Stacie, Javier and Roberto discussed how their respective companies create shopping experiences, advertising campaigns and video content that appeal authentically to Latinx consumers. Each expert implored attendees to develop messaging that reaches Hispanic consumers “in-culture” rather than focusing on reaching them in Spanish or English. The group also emphasized Hispanics’ relative youth; with a median age of just 28, Latinx consumers are a powerful consumer group who are on the cusp of their prime spending years.
"关于美国拉美裔消费者处于数字鸿沟错误一侧的说法是不准确的，"Stacie 说。"这些强大而年轻的消费者充分参与到数字和社交平台中，并利用这些数字工具推动品牌的增长，其方式与他们对美国整体经济产生的影响如出一辙。
团队还讨论了公司需要成为拉美裔社区问题的积极支持者这一事实。拉美裔消费者表示，他们更愿意购买那些支持他们所关心的事业的品牌的产品，而且如果产品是由他们信任的公司生产的，他们也愿意支付更高的价格。公司要想获得拉美裔消费者的血汗钱，就必须对这些消费者进行有效的营销，同时与他们的社区建立真实的对话。每位小组成员都谈到了各自公司如何支持全美拉美裔社区，以及这些举措如何建立了互惠互利的消费者关系。
At the conclusion of the session, Stacie stepped into the CES C Space Influencer Studio for a conversation with James Kotecki, Director of Marketing & Communications for Infinia ML, that was broadcast live. James and Stacie delved deeper into the insights presented during the session and reflected on the economic impact of Latinx consumers.
The insights Stacie shared throughout the session, derived from Descubrimiento Digital, are part of our annual DIS reports, which explore the unique purchasing and consumption habits of diverse consumers. The DIS has become an industry resource that our clients use to better understand the unique trends of multicultural groups and tailor advertising toward them. The CES session made a clear connection between the population shifts underway in the U.S. and future growth opportunities, which is a vital learning for any company looking for long term business sustainability in the face of an increasingly diverse consumer landscape.
Nielsen was an official partner of CES 2019, with a focused presence on how innovation in our business and products can help businesses drive growth in a fragmented media landscape.
Top photo (from left): Stacie de Armas, Javier Delgado and Roberto Ruiz.
