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 study, Nielsen 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".
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