Consumer Insights Roundup: 83% of Multicultural Moms Use Voice Search in Cars, 34% of Former Toys R’ Us Consumers Shop on Amazon…

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.

 

  • According to the Social Lens Research Voice Command Study: Current State, diverse moms who are constantly online and own multiple devices are the current power users of voice. The study shows 45% of multicultural moms use voice to find a store;  42% use voice to find a movie, and 83% use voice in a car.

 

  • MVI Marketing LLC (MVI)’s team recently completed a consumer research study asking wealthy, millennial age, Asian-American and Hispanic/Latino-American consumers about their shopping preferences and behaviors. Certain brands consistently denote status, quality, prestige, and affluence among Forward-Facing Immigrants (FFI) consumers in this study. They are most likely to purchase luxury travel, spa experiences, and hotels via mobile device or on the internet. Yet other areas such as fashion and jewelry still require the touch and in-person experience. Both Asian Americans and Hispanic Americans also value a personal stylist, private shopping rooms and post-sales follow-up.

 

  • A new Criteo report focuses on where former Toys "R" Us and Babies "R" Us shoppers are now spending. Amazon has become the top Toys "R" Us replacement (34%), though Walmart (31%) has captured nearly as much share, while Target (18%) is also filling in as a substitute. Convenience was cited as the biggest factor in choosing a new retailer for toys and children's products.

 

  • In a recent studyNielsen tested 35 natural face wash claims among 300 category users who have bought face wash in the past six months to assess which product claims they thought were the most credible and desirable to aid manufacturers to understand which attributes have the most potential for future development. The study found that consumers view classic ingredients like vitamin E, aloe and coconut oil as the most believable in supporting their respective claims.

 

  • Pew Research Center surveyed Americans and asked them to describe in their own words what makes their lives feel meaningful, fulfilling or satisfying. 69% think family is what gives meaning to their lives, while 34% consider their career fills this role. 20% of respondents believe their faith makes their life satisfying, while only 11% think it is "learning".

 

 

Feature image by Mindandi@Freepik.com

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.

MORE FROM PORTADA


Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.


Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the bran’s recent multi-year partnership with Riot Games, to become the first global sponsor for League of Legends esports.