Consumer Insights Roundup: 66% of US Hispanics Believe Their Vote Doesn’t Count, Emotionally Connected Consumers Have a Higher Value…

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.

  • The Interactive Advertising Bureau (IAB) released “Ad Receptivity and the Ad-Supported OTT Video Viewer,” an in-depth study whose results show that the largest audience segment of ASV OTT viewers is 18-34-year-old adults and they are likely to be higher income ($75+K). Nearly three-quarters (73%) of those that regularly stream video say that they have watched ad-supported OTT. ASV OTT viewers are not easily reached through TV or subscription-based video on demand (SVOD).  More than half (52%) of ASV OTT viewers are cord-cutters or cord-shavers, largely due to cost (77%), while 42 percent of ASV viewers cite ‘convenience/flexibility’ and 38 percent cite ‘better content on streaming services’ as a reason.

 

  • The use of digital technology has had a long stretch of rapid growth in the United States, but the share of Americans who go online, use social media or own key devices has remained stable the past two years, according to a new analysis of Pew Research Center data. The shares of U.S. adults who say they use the internet, use social media, own a smartphone or own a tablet computer are all nearly identical to the shares who said so in 2016. The share who say they have broadband internet service at home currently stands at 65% – nearly identical to the 67% who said this in a survey conducted in summer 2015. And when it comes to desktop or laptop ownership, there has actually been a small dip in the overall numbers over the last two years – from 78% in 2016 to 73% today.

 

  • Motista, a provider of Predictive Emotional Intelligence solutions, announced the results of their intensive study revolving consumer behavior, how consumers spend, customer’s value in their lifecycle & their capacity to recommend brands within their network.Motista gathered data from 100 retailers from myriad industries serving a variety of products amounting to 100,000 customers over a period of two years (2016-2018). The detailed report is a strong indicator of the power of emotional consumer connect with a brand. Emotionally connected customers have a 306% higher lifetime value(5.1 years) versus satisfied customers (3.4 years). Emotionally connected customers rate brands higher (71%) than satisfied customers (45%)

 

  • According to new ClickZ research, when consumers know what they are looking for, 50% of e-commerce journeys start with a retailer website and 50% start with a search engine. When consumers do not know what they are looking for, 62% of e-commerce purchase journeys start with a search engine and just 38% start with a retailer.

 

  • A study conducted by Zeno Group of more than 2,500 US Hispanics and Latinos aged 14 and older shows 77% percent of respondents expressed disbelief around significant Latino achievements. 82% of Latinos said they feel the community should be valued more than it is today. Only 48% of U.S. Hispanics think they are unified, and 62% believe they do not speak with same voice. Yet 90% say they identify as part of the Hispanic community. 66% of Hispanics overall believe that their vote does count in the US, while only 24% feel that their community is "extremely" or "very" represented by politicians/people in government. 69% of those surveyed are optimistic about the long-term future of the Latino community in the United States. 62% think it is likely that a Hispanic / Latino person will be elected President of the U.S. in their lifetimes. Latinos who were born in the United States (second generation) are generally less optimistic than 1st generation Latinos about the state of the "American Dream."

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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