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.
As we have seen before, US Hispanics are more active on social media than non-Hispanics. As Nielsen shows in its recent report on Latino’s online behaviors, 19% of US Hispanics aged 18-49 spend 3-4 hours on social media every day. In general, Latino consumers are more likely to own the newest technology, as well as to use the internet for job searching and online courses.
According to SSG’s primary survey, 68% of Spanish-Dominant Hispanics who can vote in Federal elections feel very to extremely confident that they will go out and vote in the November 2018 mid-term elections. Spanish Dominant Hispanics consider that Immigration, Racism, Homeland Security, Gun Control and Health Care are the top 5 issues facing the country.
The Cocktail, Wunderman Mexico’s consulting unit in the area of digital transformation, has presented a report called “E-Commerce Challenges in Mexico”, which shows that 85% of internet users have completed an online purchase in the last year, with electronics leading the list of categories (39%). The services category has grown by 20% compared to last year, with the travel category on top (77%).
Nielsen reports that US consumers’ appetite for protein is growing. 55% of U.S. households say high protein is now an important attribute to consider when buying food. While the popularity of plant-based proteins is certainly growing, data shows that consumers are still choosing traditional sources of protein such as meat, eggs, and dairy as their primary source.
A survey by Diffusion and YouGov has revealed that 81% of US internet users said they would buy at least one item from a D2C brand in the next five years. More specifically, 36% said they would make 1% to 19% of their purchases from D2C brands in the next five years. Convenience was the leading motivator; 27% perceived buying D2C brands as easier than going to a traditional store.