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 research by MRI-Simmons and E-Poll, Hispanics aged 18 and above are 36% more likely to see at least one movie a month than the average moviegoer in the U.S. In addition, one out of 5 Hispanic moviegoers prefer to see a new movie on opening weekend; this makes them 69% more likely to do so compared to the average moviegoer nationwide. Hispanics also are 77% more likely to watch a full-length movie on their smartphone, and the top three genres among Hispanic moviegoers are Action/Adventure, Comedy, and Drama.

 

  • Nielsen CGA found that the best-selling cocktail across the U.S. is the margarita, followed by the martini, the old-fashioned, and the mimosa. Consumers say they’re willing to spend more per drink in the evening and night timeframes, when the average cocktail costs $9.75 and $10, respectively, versus $8.50 in the morning and $8 in the afternoon.

 

  • A new survey by investment firm Baird revealed that a small number of consumers are interested in subscribing to an Apple streaming service. The survey included 1,500 American consumers who expressed their insights on upgrading their iPhones. While 67% of respondents said they are planning to purchase new smartphones from Apple, only 18% of the surveyed consumers said they had “some interest” in subscribing to Apple’s streaming service if it gets launched.

 

  • According to a survey by Adobe Analytics, a third of the 1,000+ American consumers surveyed in January had heard an ad on a smart speaker before, while a third of that subset found that ads playing on smart speakers are less intrusive and more engaging than ads on television, print, online and social media. In addition, 38% of consumers say that their smart speaker experience would be enhanced with a touchscreen, and 64% report keeping a smart speaker in the living room and 46% in the bedroom.

 

  • Stackla recently surveyed 1,590 consumers and 150 B2C marketers from the U.S., UK and Australia, and found that a staggering 90% of consumers said that authenticity is important when deciding which brands they like and support. An overwhelming 92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.

 

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Author

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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