Consumer Insights Roundup: 90% of Hispanics Stream Video on Mobile, 48% of U.S. Consumers Will Soon Own a Smart Speaker…

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you're trying to keep up with the latest happenings, this is your one-stop shop.

  • A recent report by PwC found that 90% of U.S. Hispanic consumers stream video on their mobile devices. PwC analyzed streaming languages for across generations, and it found that 32% of 1st generation Hispanics say they stream in Spanish and English equally, while 41% of second-generation users prefer English over Spanish, and 58% of third-generation consumers stream in English only.

 

  • According to Nielsen’s National Television Household Universe Estimates, there are 119.9 million TV homes in the U.S. for the 2018-19 TV season. The number of persons age 2 and older in U.S. TV Households is estimated to be 305.4 million, which represents a 0.3 % increase from last year. Increases in U.S. Hispanic, black and Asian TV households were also seen, due to estimated increases in population growth.

 

  • New research about insurance buying by Claritas shows that 60% of 18-34-year-old decision makers consider themselves to be early adopters of new products. That’s over four times more likely to try new products than their 65+ counterparts. Millennials are also two times more likely to purchase from a trusted company. They are more heavily influenced by brand name, feeling that it is the best indication of quality.

 

  • A survey of 1000 U.S. adults by Adobe Analytics has found that 32% of consumers now own a smart speaker. Almost half (47%) of smart speaker owners use voice assistants for product research, 43% to create shopping lists, 32% for price comparisons, 28% to research store information and 27% to check for deals and promotions. The Adobe study concludes that after the upcoming holiday season, nearly half (48%) of U.S. consumers will own a smart speaker.

 

  • According to Nielsen’s data, sales of products featuring American's favorite fall flavor are already moving off shelves. In the week ended Aug. 25, 2018, sales of products with pumpkin flavorings reached over US $6.9 million, up nearly 10% in dollar growth and more than 7% in unit volume from the same time last year.

 


Janet Grynberg @grynberg_janet

Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

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