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Marketers still don’t understand moms, americans choose hotels over relatives’ homes… A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous consumer insights roundup here.

 

  • A survey by Global Web Index has found that the majority of online mothers believe marketers fail to understand them. The study shows that 56% of mothers keep up with the latest fashion trends, 53% are workers, and 15% are likely to do social work for their community.

     

    • Deloitte has released its annual global healthcare consumer survey, and found that 49% of American consumers said they would likely take advantage of a tool that allows them to directly compare pricing between providers.  In addition, 53% of U.S. consumers said they would likely use tools that allow them to compare quality and satisfaction scores, and 50% said they would likely examine data on safety and effectiveness for certain medications or treatments, according to the survey.

     

    • An estimated 192 million U.S. consumers (or 70% of Americans ages 13 to 64) play games, according to a new Consumer Technology Association (CTA) study. More than 60% of gamers now play games with or against others online, including 40% with or against people they don’t know, the study finds. In addition, 77% of gamers think video games will be more social in the next five years.

     

    • The National Retail Federation has announced that shoppers spent an average 361.90 dollars on holiday items during the five-day Thanksgiving weekend, up 16% from the same period last year. Of the total, 257.33 dollars, or 71%, was specifically spent on gifts. Top gift purchases over the weekend included apparel (bought by 58% of those surveyed), toys (33%), electronics (31%), books/music/movies/video games (28%) and gift cards (27%).

     

    • A survey by Trivago of over 1,000 Americans about their lodging preferences during the holidays revealed that only half (49%) of holiday travelers would rather stay with relatives or friends than stay at a hotel. About four in ten (42%) said they choose a local hotel, and one-quarter of consumers said their “ideal hotel” for the holidays is a rental or alternative accommodation. Nearly one in five (19%) say they’d prefer to drive back to their own home rather than stay with relatives or pay for a hotel. 

    Portada Council System members have voted for the topics to be discussed at the three main speaking slots at Portada Los Angeles on April 2, 2020. The topics revolve around data collection with a cultural approach, influencer marketing, and consumer insights. 

     

    For over a decade, Portada has been there to offer a space in which experts can discuss the most relevant issues of marketing and advertising. Now, for 2020 we are taking it one step further by inviting brand and agency decision-makers (members of the Portada Council System) to get directly involved in the selection of the content of each of our events.

    Consequently, the brand marketers in Portada’s Council System have voted for the topics to be discussed at the three main speaking slots during Portada Los Angeles on April 2, 2020.

    “The brand marketers in our Council System play a crucial part in determining the topics of our events. By having these leading practitioners suggest and vote for the themes of the three main speaking slots, we make sure that brand marketing, tech and media executives targeting the diverse U.S. consumer get the most relevant content available in the marketplace,” says Marcos Baer, president of Portada.

    Below are the three winning topics as well as comments from Portada Council System members as to why these reflect their interests.

    Portada Los Angeles Keynote: Why data scientists need to be cultural experts (A media planner/buyer perspective)

    In 2017, the Economist declared data, and no longer oil was the most valuable resource in the world. And even though brands and agencies now have access to tremendous amounts of data, the tricky part is how to make sense of it. For the Portada Los Angeles Keynote talk, Council System members selected the topic of data collection and the extra layer of adding a cultural filter to how that data is processed. Below are the members’ thoughts and questions around the issue.

     

    I’d like to hear how data scientists are cutting data to understand audiences and behaviors at the multicultural level. It would be interesting to see how the data changes once you’ve looked at it from a cultural perspective.

    Would be interested to hear from data scientists about how they layer in cultural understanding. Is it all done in algorithms or are they also making “manual” choices based on cultural nuances?
    Sometimes people have the view that with enough data, you can target anyone effectively, thereby removing the need to appeal to the audience’s culture. How can we continue to recognize the importance of culture in this technology-driven age?

    How to combat bias in data, examples of how data can be interpreted in different ways by people who do not understand the culture?

    I notice there is a shift where many ethnic or multicultural agencies are moving beyond population subgroups (Hispanic/Latino, Asian, etc) and shifting towards culture. So in a way, culture and being culturally relevant is the latest evolution of multicultural marketing. It would be good to hear how the rigors of data relate to culture or vice versa.

    Consumer Insight Highlight Speaking Slot: What creates brand lift?

    How to measure brand lift. How to understand the impact of media spend.

    This seems fairly obvious, but with so many marketers choosing to focus on attribution and lower-funnel metrics, it’s important to remind ourselves that without a strong brand identity and awareness, the purchase funnel will dry up.
    I am especially interested in understanding how can I lift or transform a brand’s reputation and perception online, social listening studies, setting benchmarks, improving engagement based on brand interactions that aren’t necessarily transnational, cause-related marketing and its true impact on brand love and conversion.

     

    MarTech Solution Spotlight: Evolving Influencer Marketing

    How do you break through the clutter in an age where people are used to influencers pitching product after product?

    Which industries, type of messages or cultural moments are influencer moments and which are not?

    Understanding how companies evaluate influencer marketing’s impact on their objectives. And also how they think about leveraging influencers.

    As media markets are diversified to include more faces and individuals that come and represent specific communities it’d be pertinent to hear more about the process of influencer identification, vetting, and relevancy in the different markets we are trying to influence.

    It would be good to understand how this has evolved and what the next platform capabilities are.

    Portada Los Angeles 2020 will be a unique experience. First, the three different Council System bespoke workshops will take place in the morning. Also, brand marketers and best-of-breed marketing services suppliers will have 1:1 meetings and attend VIP networking functions. In addition, attendees will learn at four exclusive and highly-curated speaking slots on the themes outlined above, which were voted by the over 100 brand marketers in the Portada Council System.

    More information about the structure of speaking slots at Portada events:

    • Keynote: 45-minute session. An overarching topic of paramount importance to the brand marketing community to be addressed by subject matter experts who provide innovative solutions.
    • Consumer Insight Highlight: 25-minute session. Consumer Engagement and sales conversion are the ultimate objectives for brand marketers. This session will provide key and fresh consumer insights that foster the understanding of the U.S consumer and provide actionable tips for marketers.
    • MarTech Solution Spotlight: 25-minute session. Technology plays a crucial role both for consumers as well as an enabler for marketers. During this session a major brand marketing thought leader will reveal the latest trends on the use of technology by consumers and brands.
    • Partner Thought Leadership Presentation. An opportunity for a Portada partner to gain major exposure in front of a listening audience of major brand marketing executives.

    For more information about Portada Los Angeles on April 2, 2020 click here

     

    This week, results of the Buen Fin and Black Friday insights. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous Latam Consumer Insights Roundup here

     

    • According to e-commerce company Mercado Libre, Black Friday is an important day for online retail in Colombia. The company’s data shows Colombian consumers might spend up to 22% more in average than last year, and 70% of Mercado Libre users are expected to complete their purchases on mobile devices. The top categories are expected to be electronics and clothing.

     

    • Kantar has announced a 14% increase since 2017 in participation in the Buen Fin, which took place last weekend in Mexico. While Kantar estimates that 80% of Mexican consumers took part in the Buen Fin in 2017, 94% engaged in purchases this year. To get informed about sellers’ offers, 84% of consumers went to a website, 71% chose social media, and 53% headed directly to the stores.

     

    • According to the Mexican Secretary of Commerce, Services and Tourism, Buen Fin had much better results than last year. Total sales amounted to over 120 billion pesos, almost 8% more than last year. Also, it was indicated that 63% of consumers made their purchases in cash.

     

    • However, the good results are due to consumers spending more, and not necessarily because there have been more shoppers. Mexico’s Profeco has announced that only 40% of the population made a purchase during the Buen Fin, and 26% of those consumers bought clothes or shoes. The Secretary of Economy outlined that other popular products were electrical appliances, TV screens, multimedia devices, and furniture.

     

    • A survey by VTEX has concluded that e-commerce sales in Chile have decreased by 70% after the start of the political crisis on October 18th. Reportedly, numbers were positive up to then.

     

    • Research by IPSOS and Comscore Mexico has found that during Q1 2019, 67% of Mexicans had access to cable or paid broadcast TV, 80% had access to national broadcast TV, and 75% could access the internet. In addition, only 25% of those exposed to paid TV don’t have an internet connection. On the contrary, only 32% of the online population aren’t consumers of paid TV.

    US Holiday Consumer Behavior, Data Privacy, Female Soccer… A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous consumer insights roundup here.

     

    • A survey by Piper Jaffray of over 1,000 U.S. consumers has found that Apple AirPods are teenagers’ most desired holiday gift. Nike was the second-most mentioned brand, with its number of mentions more than tripling from the 2018 survey. Consumers are expecting to make 46% of their purchases online.

     

    • According to the annual survey by the National Retail Federation (NRF) and Prosper Insights & Analytics, more than half (56%) of consumers have already started their holiday shopping. The survey of 7,917 adult consumers was conducted Oct. 31 through Nov. 6. On average, consumers have completed 24% of their shopping, the highest level in the history of the survey. Only 4% have finished shopping.

     

    • According to a recent Morning Consult/Business Insider survey, U.S. consumers are planning to spend about the same on holiday shopping as they did last year. Just under half (49%) of respondents said they plan to spend the same, while 29% said they plan to spend less, and 14% said they plan to spend more. The poll surveyed 2,329 adults from Oct. 24-27 and has a margin of error of 2 percentage points.  Those who said they plan to spend less cited a desire to save money (49%) and pay down debt (38%) as top reasons.

     

    • From Yotpo‘s survey of over 2,000 U.S. consumers, nearly a quarter (24.82%) said they’re more brand loyal this year versus last. The survey revealed that around 68% of the consumers believe being brand loyal means repeatedly purchasing from the same brand. The survey also found that 59% of participants who are brand loyal would spend more and recommend that brand to their friends and family. Around 36.4% of survey respondents did not consider themselves brand loyal until they made five or more purchases from a brand. The survey also found that 59.5% of consumers may join a brand’s loyalty program, with 28.7% of consumers wanting more interesting rewards.

     

    • A new report by Pew Research Center which surveyed 4,272 Americans found that 62% of respondents believe it’s not possible to go through daily life without companies collecting data about them. Nearly two-thirds (63%) of adults say they do not understand the laws or regulations that are currently in place to protect their data privacy, according to the survey. In addition, while 97% of respondents said they have been asked to agree to the terms and conditions of a company’s privacy policy, only 9% said they read the policy before agreeing.

     

    • Gilt Edge Soccer Marketing has released the Female Passion Report, which found that 28% of female soccer fans prefer the women’s game over the men’s game, while 26% prefer the men’s game. Interestingly, 40% of female soccer fans have become interested in the game in the last five years. On average, they watch 4.1 games per week, and they follow more than four clubs. As we might expect, 61% are more interested in women’s soccer as a result of 2019 FIFA Women’s World Cup. The online survey hosted by Qualtrics included general market and Hispanic consumers aged 13 and older who indicate at least a casual interest in soccer. The study took place during a one-week window in August 2019 with a nationwide sample size of 1,650 respondents.

    E-Commerce trends in Mexico and Peru. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous Latam Consumer Insights Roundup here

     

    in-Store Media has revealed that Mexicans prefer to buy wine at warehouse stores, according to 37% of survey participants. The most important factor to select the product is the brand, followed by the grape variety and price of the bottle. Over half (55%) of surveyed consumers already know which wine they’re getting before visiting the store. even so, 34% said they have changed their mind about the brand, and 86% said they’re willing to choose a new product if they find appealing information at the store.

     

    Since November 2018, Amazon has launched five Alexa devices in Mexico, among which the Echo Dot is the most popular. Amazon has revealed the list of topics Mexicans ask the most about: animals; movies, TV shows and celebrities; trivia; songs; superheroes; Mexican History; sports; jokes; and alarms. Among the most frequently heard phrases Mexicans tell to their devices are: “Good morning, Alexa”, “Alexa, I love you”, “What’s up, Alexa?”, and “Alexa, I’m home”.

     

    According to Linio, millennials are driving e-commerce more than any other generation in Peru. Peruvian millennials spend four minutes, 27 seconds in average looking for and purchasing products. Most of them research prices on mobile devices and make the transaction on a PC or laptop. Generation Z spends more time researching products, but are not yet spending as much as millennials.

    A survey by Tiendeo.mx found that nine out of ten Mexicans said they planned to make purchases during the Buen Fin, on 15-18 November, and spend an average MX $4,518. More than two-thirds of respondents (70%) said they’d make their transactions in physical stores, as opposed to the 30% that claimed they’d use their phone, PC or tablet.

     

     

    A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

    • Conviva’s recent report on the state of streaming shows overall streaming has increased rapidly, with viewing hours up 53% year over year. Roku remained the most popular way to stream in Q3, up 73% year over year to capture 25% of all viewing hours. NFL streaming tallied a 77% increase in plays led by mobile devices, up 109%. For top streaming providers’ social accounts Facebook led in followers, Instagram led in engagements, and YouTube led in social video views.

     

    • U.S. President Donald Trump’s approval ratings are underwater among Hispanics in Florida according to a statewide survey of 600 voters conducted by the Business and Economics Polling Initiative (FAU BEPI ) in Florida Atlantic University’s College of Business. The poll shows Hispanics overall have an unfavorable opinion of Trump, with 48% disapproving of his job performance, while 31% approve, and 22% are undecided. Trump’s approval is underwater with Puerto Ricans at 64% disapproval and 19% approval. However, those from Mexico are split, with 43% disapproval and 38% approval. Cubans provided a bright spot for Trump, with 47% approval and 28% disapproval.

     

    • According to the new study Pet Population and Ownership Trends in the U.S: Dogs, Cats, and Other Pets, 3rd Edition by Packaged Facts, more than half (54%) of American households have a pet, and households with pets will total 67 million in 2019. The two most popular pets, dogs and cats, live in 39% and 24% of U.S. households, respectively. One in eight households has other pets—including fish, birds, reptiles, or small animals such as rabbits, hamsters or gerbils. A key trend shaping today’s pet owner population is its increasing diversity. Compared to a decade ago, pet owners are now more likely to be a member of a multicultural population segment (28% in 2018 vs. 22% in 2008).

     

    • A new study by Twilio has found consumers prefer email and text when talking to brands, despite a wide availability of channels. The survey, which includes responses from 2,500 global consumers, also concluded that consumers are more likely to reward businesses that adhere to their preferred channels. The study found include that channel, frequency and timing will influence consumer behavior and sentiment, as 94% of consumers reported they are annoyed by the current communications they receive from businesses, citing high communication frequency (61%), irrelevant content (56%), not remembering opting in (41%) and being contacted on the wrong communication channel (33%) as the reasons.

     

    • A new U.S. nationwide survey by Genesys of 800 consumers over the age of 18 has concluded that 68% have positive interactions with customer service bots. While 21% say they can “almost always” resolve their issue through a bot without escalation to a customer service representative, 47% say they can do this “more than half of the time.” Moreover, 73% of respondents are open to dealing with a chatbot, even though half (51%) say this is only when the issue is simple or transactional, such as checking account balances, resetting passwords or confirming order status. 

     

    • According to research firm Toluna, 58% of U.S. consumers of all age groups identify themselves as being ‘extremely’ or ‘very’ environmentally conscious, with almost half (45%) of those aged 18 to 34 stating that it is extremely important to buy goods that are produced in an environmentally friendly way. More than a third (37%) of the 1,000 U.S. consumers who took part in the survey say they seek out and are willing to pay up to 5% more for environmentally friendly products.

    Mexican holidays are a cultural big deal. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

     

    • Recent research by Comscore shows Brazilian digital users spend the most time online per month (92 hours per user on average) when compared to the rest of the region. Second is Argentina with 82 hours and third comes Mexico with 65 hours per user. Peru, on the fourth spot with 25 hours per user, boasts the highest percentage of centennial users in the region, as they represent 30% of the online population.

     

    • According to a survey by Ofertia, 56% of Mexicans celebrate the Day of the Dead. This is Mexico’s favorite fall tradition; in contrast, only 2% celebrate Halloween, 25% celebrate both, and 17% of respondents said they don’t care for either. Last year, Mexican consumers spent $556 MXN in costumes on average.

     

    • The new Salesforce study Connected Shoppers has found that 79% of Mexican consumers expect to make a purchase during El Buen Fin, a weekend in November in which most retailers offer discounts and specials. Most consumers will make omnichannel purchases, as they’ve done in the past. As the study shows, 62% of Mexican Buen Fin consumers have purchased a product online and picked it up later at the store.

     

    • Deloitte has published the results of a survey that explored consumer behavior around different technologies and mobile services. The firm surveyed 2,000 Argentinian consumers and found that 50% of respondents buy mobile phones at physical stores, as opposed to last year’s 56%, while 20% make the purchase online.

     

    A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. This week, we looked at a few holiday season shopping insights and a couple more interesting research highlights.

     

    • Deloitte’s 34th annual holiday retail survey, which polled 4,410 respondents across the United States, found that the average household is planning to spend nearly $1,500 this holiday season. E-commerce sales are expected to grow by 14-18%, and 70% of smartphone users said they will use their device to make a purchase. 

     

    • RedPoint Global has announced the results of a survey that examines the opinions of over 1,000 U.S. consumers about holiday season shopping. According to the survey, nearly a third of respondents indicate that receiving irrelevant offers from brands is their primary frustration during the holidays. Brands should really pay attention to this, as 60% of survey participants said they are more likely to purchase from retailers who send them personalized content and offers.

     

    • According to Periscope By McKinsey’s “2019 Holiday Season Shopping Report”, 51% of consumers use smartphones to compare prices with competitors while in the physical store. In addition, 33% use smartphones to search for in-store discounts or coupons, and 30% leverage them to look up further product information.

     

    • According to the latest survey from Bankrate Credit Cards, six in 10 U.S. credit or debit cardholders (64%) say they have saved their card number online or in mobile apps despite safety concerns. The survey finds that more than half (56%) of U.S. adults save their credit or debit card information on a retailer or service’s website (like Amazon, Walmart or Netflix) while 32% save their credit or debit card information in a mobile payments app (like Apple Pay or Google Pay).

     

    • Research by BritePool and the USC Annenberg Center for Public Relations show that, among 1,004 U.S. adults, 87% would select a “Do Not Sell My Personal Information” option on any given website. The people most receptive to sharing were those in the 18-34 age category, only 49% of whom said they would choose “Do Not Sell.”

     

    • According to a survey by online coupon platform Shopper.com, 95% of U.S. respondents have used an online coupon at least once. One in three U.S. respondents search for a discount code almost every time they make an online purchase. Across all respondents (U.S. and U.K. consumers), 42% of women and 32% of men have helped a friend or family member find an online discount code, and 86% of all respondents feel frustrated at themselves when they miss the opportunity to make a saving on an online purchase, but one in three feel annoyed at the retailer for not making them aware of potential savings.

    Check out the last report including other holiday shopping insights here

    Mexican millennials prefer Airbnb, did you know? A summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

     

    • According to a recent study by Americas Market Intelligence (AMI), 56% of Mexican millennials prefer to stay at an Airbnb than at a hotel. Airbnb’s guests are having a slightly better experience, too, as 81% users said they were satisfied as opposed to 74% of hotel guests. According to AMI’s study, 63% of Airbnb users recommend this option while only 47% of hotel visitors are willing to spread the word.

     

    • In 2018, Mexicans watched 8% more free broadcast TV than the year before. According to the National Survey on Audiovisual Content Consumption, carried out by the IFT, 72% of Mexicans who own a TV watch free broadcast channels. According to the survey, the most-frequently consumed content types are news, movies, and soap operas.

     

    • A survey by Colombia’s Retailers Federation (Fenalco) has concluded that 44% of Colombian credit card holders have had to refrain from making a purchase in the last 12 months because they ran out of credit. In addition, the survey shows 89% of consumers prefer to make purchases at stores that offer their own credit options (not credit cards).

     

    • EBANX, a payments fintech company headquartered in Brazil that connects global businesses to Latin American consumers, has raised a significant follow-on investment from FTV Capital, a US-based growth equity investment firm. The investment contributed to making the fintech company the newest unicorn of Latin America.

     

     

    A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

     

    • Accenture’s 13th Annual Holiday Shopping Survey of 1,500 U.S. consumers has found that Americans expect to spend $637 on holiday shopping this year, on average, with approximately six in seven respondents planning to spend either the same (57%) or more (28%) than they did last year. Consumers are expected to do half their purchases in physical stores, with lower prices cited as the top (82%) factor that would tempt them to make an in-store purchase. 

     

    • For the first time, consumers in the U.S. might do more of their holiday shopping online than in physical stores, according to a new survey. In its annual Holiday Outlook, PricewaterhouseCoopers LLP found that 54% of respondents will opt for the convenience of their smartphones, laptops, and PCs, and even in-home voice assistants, compared to 50% last year.

     

    • CGS has announced findings from its 2019 CGS Customer Service Chatbots & Channels Survey. CGS surveyed more than 1,000 Americans and found that 86% of consumers prefer to interact with a human agent. Moreover, 71% of respondents said they would be less likely to use a brand if it didn’t have human customer service representatives available. Only 30% believe that chatbots and virtual assistants make it easier to address customer service issues. However, for respondents under 35, confidence in AI-based solutions reached 43%. 

     

    • Recent research by Deloitte shows that consumers’ tolerance to advertising varies according to the type of shows they like. A new survey which polled 2,000 U.S. found respondents whose most-watched type of show was talk shows had the highest tolerance for advertising  (11.6 minutes per hour), and the ones who prefer scripted comedies or dramas have the lowest  (7.2 minutes).

     

    • According to the National Retail Federation’s annual survey of 7,400 U.S. consumers, 68% of Americans said they plan to celebrate Halloween. Sixty-nine percent declared they will hand out candy, while 49% will decorate their homes and 47% will dress in costume. In total, they are expected to spend US $2.6 billion on Halloween candy, about $25 dollars per person. 

     

    • A recent CodeBroker survey of over 1,100 U.S. consumers on coupon and offer personalization found that sending custom offers to past consumers is a good opportunity for brands. The results show that 73% of respondents answered with a definite yes to the question, “Do you prefer to shop at stores that send you custom discount offers based on your purchase history?”.

     

    A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

     

    • According to a new survey of 983 U.S. consumers from custom signage provider Signs.com, the four most frequently shopped online retailers for Baby Boomers, Gen X, and millennials are Amazon, Walmart, eBay, and Target. Discrepancies start at the fifth spot: Kohl’s for Baby Boomers, Costco for Gen X, and Best Buy for millennials. However, there are clear discrepancies by generation in online grocery shopping. Thirty-four percent of millennial respondents have used online grocery delivery, compared to 25% of Gen X and 22% of Baby Boomers.

     

    • Research from Counterpoint’s U.S. Smartphone Sales by City Tracker shows 5G smartphone sales in over 10 cities in May despite Verizon only launching 5G services in Chicago and Minneapolis. While Chicago did show the highest concentration of sales, it represented just over 5% of total 5G smartphone sales according to data collected across millions of sales data points during May. 

     

    • Global management consulting firm A.T. Kearney has published a study which looks into consumer knowledge and experience of various emerging in-store technologies. The 2019 Consumer Retail Technology Survey found that while 75% of consumers are aware of at least one retail technology, only 33% have experienced any. The survey focused on five critical technologies emerging in physical stores: augmented reality, mobile point of sale, cashierless checkout, interactive screens, and 3D printing.

     

    • According to “The Amazon Prime Day Effect: Consumer Anticipation and Excitement Grows in 2019,” a survey of about 2,600 consumers in the U.S., U.K., France, and Germany from Periscope By McKinsey, 66% of respondents are either excited or eager for Prime Day and 70% or more across all four countries expect to participate.

     

    • According to a consumer survey of 1765 people by Hub Entertainment Research, 23% of respondents indicated they would drop Netflix if the service began running commercials. With 60 million subscribers in the United States, that would mean a loss of approximately 14 million users.

     

    • A new Morning Consult report digs into the values, habits, aspirations, politics, and concerns shaping Gen Z, and the ways they differ from the generations that came before them. The report uses data from nearly 1,000 interviews with 18-21 year-olds. Making money and having a successful career are the two most universally important life goals for Gen Z adults – more than pursuing friends, family, or hobbies. About a quarter of Gen Z adults (23%) say being famous is important to them – eight points higher than millennials and 15 points higher than Gen X.

     

    A summary of the most relevant LatAm consumer insight research. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

     

    • In-Store Media, together with research agency IPSOS, conducted a study to understand the consumer behavior of digital grocery buyers in Mexico. The survey covered questions about their shopping habits, channels, demographic characteristics, favorite categories, and other preferences. The results show 39% of online grocery shoppers buy their groceries exclusively online. Moreover, 35% of online grocery purchases are completed via smartphones. Online-exclusive shoppers said it’s fundamental to receive their order on time (92%), while shoppers who combine online vs brick-and-mortar purchases think the priority is receiving products in good condition. 

     

    • According to Unisys’ 2019 Security Index Colombia has the second highest credit-card consumer distrust level just after the Philippines. Unisys’ Security Index found that 90% of Colombian credit-card holders are afraid of having their card information misused by third parties.  Furthermore, 87% of survey respondents said they are seriously worried about identity theft and personal data breach.

     

    • ReutersDigital News Report shows Latin American consumers have increased their use of Instagram and WhatsApp as news sources. The survey was conducted in Argentina, Brazil, Chile, and Mexico, with around 2,000 people interviewed in each country. When looking for news content, the region shows an average growth of 7.5% for Instagram and 4.2% for WhatsApp from 2018 to 2019. Even though Facebook only grew by 1.7%, it’s still the most-used social network for news consumption in the four countries, followed by WhatsApp in all except Mexico, where YouTube takes the second spot.

     

    • DAlessio Irol & Berensztein‘s latest survey shows 9 out of 10 Argentine middle-class homes have started buying cheaper food-and-beverage brands in recent months, reported Impulso Negocios. The survey found 89% of the higher-middle class, and 83% of the middle and lower-middle class have chosen second or own brands. In average, all consumers have lowered consumption of 13 food-and-beverage products. In the last 9 months, Argentines have increased their rice consumption by 43%. 

    What: A summary of the most relevant consumer insight research in the U.S., U.S. 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 Zenith‘s Media Consumption Forecasts, people around the world will spend an average of 800 hours using the mobile internet this year. By 2021 the total will rise to 930 hours, or the equivalent to 39 full days. Across the 57 countries that were surveyed, people will spend a collective 3.8 trillion hours using the mobile internet this year, rising to 4.5 trillion hours in 2021.

     

    • FinTech adoption among consumers has nearly doubled over the past 18 months, according to the latest EY Global FinTech Adoption Index. Globally, 64% of digitally-active consumers across 27 markets use FinTech. US consumer adoption has grown 29.5% in the last four years, and 96% of global consumers are aware of at least one money transfer and payment FinTech service.

     

    • Mobile marketing company Motive expected 77% of Americans to celebrate Fathers Day, spending about US $16 million on gifts. It’s likely that most fathers got clothing (43%), giftcards (42%), and books & CD’s (22%).

     

    • Research by Accenture found more than half of consumers said they would pay more for sustainable products designed to be reused or recycled. The survey of 6,000 consumers in 11 countries across North America, Europe, and Asia found that while consumers remain primarily focused on quality and price, 83% believe it’s important or extremely important for companies to design products that are meant to be reused or recycled. Nearly three-quarters (72%) of respondents said they’re currently buying more environmentally friendly products than they were five years ago, and 81% said they expect to buy more over the next five years.

     

    • Sumo Heavy’s survey of more than 1,000 U.S. consumers found that only one out of five consumers have shopped using a voice assistant like Amazon Alexa or Apple’s Siri. Less than half (46%) of U.S. consumers said they never use voice assistants, while another third said they rely on them regularly.  Fewer than half (42%) of frequent voice assistant users have shopped with voice commands.

     

    • According to a survey by Deloitte, about 53% of people born between 1983 and 1996 now subscribe to gaming services, versus 51% who pay for television. That is compared with Deloitte’s survey last year, in which paid subscriptions among millennials were 44% for video games and 52% for television.

     

    • UBS Evidence Lab‘s survey of 2,029 adult consumers who visited a fast-casual restaurant at least once a month found that McDonald’s is the best positioned among its peers. According to the survey, the most commonly cited reasons to visit McDonalds more often are good value and promotions. Only 18% of respondents said that nothing would make them go more. Burger King and Wendy’s were ranked in second and third place, respectively.

     

    What: A summary of the most relevant consumer insight research in the U.S., U.S. 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 Viant’s people-based platform, which consists of more than 250 million registered users, Game of Thrones fans’ liquor preferences have changed since 2017. Namely, they’re 11% less likely to buy Bacardi, 12.8% less likely to buy Johnnie Walker, 6.2% less likely to buy Grey Goose and 2.8% less likely to buy Absolut. These days, GoT viewers are 21% more likely to buy Jameson, 19% more likely to buy Tito’s and 14% more likely to buy Malibu compared to non-viewers of the show.

     

    • Media agency UM has released the results of its 10th “Wave” study, which tracked more than 56,000 active internet users across 81 countries, evaluating trust in social media. Only 8% of internet users believe that the bulk of information shared on social media is true, dropping to 4% when it comes from influencers. According to 12% of global respondents, even governments are more trustworthy than most celebrity influencers (in the U.S. this number falls to 6%).

     

    • According to a study by DoSomething Strategic, which surveyed 1,908 DoSomething.org members ages 13–25 about their awareness of 88 retail and consumer brands’ support of social causes, platforms and issues, 66% of young consumers say that a brand’s association with a social cause positively influences their overall impression of the brand, and 58% say this association will affect their likelihood of purchasing that brand. However, an average of just 12% of respondents had “top of mind” associations between brands they were familiar with and a social cause of platform.

     

    • A new Consumer Technology Association (CTA) study shows that almost one-third (31%) of U.S. homes now own a smart speaker, up from 8% three years ago. Smart appliances (light bulbs, thermostats, home security, cameras, and robotic vacuums) are owned by 17% of the households. CTA projects that smart home devices will see the largest gains in household adoption next year. In wearables, smartwatch adoption grew 5% to reach 23% of households and fitness trackers grew 4% to reach 29% of U.S. households.

     

    • According to a new Pew Research Center survey, most U.S. adults (66%) are satisfied with the racial mix in their area. A majority (54%) says children should go to local schools, even if that results in most schools being less diverse. Fewer (42%) say children should go to schools that are racially and ethnically mixed, even if that means some students go to school outside of their local community.

     

    • A recent Nielsen survey of over 20,000 consumers shows that buying local has high awareness among U.S. consumers, topping the charts at 46%. However, not all consumers agree on what “local” means. Nielsen found that the highest agreement for a definition was for shelf-stable goods, with 34% of respondents saying products in this category can be local as long as they come from within the U.S. When asked about which products consumers really care about buying local, produce tops the list, as 58% of respondents said that buying local produce is important to them. The majority of consumers also say local is important when it comes to bakery, eggs and food service.

     

     

     

    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.

    • Recent Nielsen data shows that sales in the fast-moving consumer goods (FMCG) market are up. Specifically, on and offline FMCG sales totaled more than US $1.01 trillion in the year ended Aug. 25, 2018, which is 2.6% more than a year ago. It is worth noting that e-commerce accounted for 5% of total omnichannel sales, but drove 40% of its growth.

     

    • According to Simmons‘s 2018 State of the Hispanic-American Consumer report, although the Hispanic population is growing among all age groups, it’s the younger generations where we can see the greatest growth. In fact, while 13% of Americans age 35 and older are Hispanic today (up slightly from 12% in 2013), nearly one-quarter of Americans ages 6 to 34 are Hispanic or of Latin origin (up from 23% in 2013).

     

    • As shown in a new survey by Convey, a delivery experience management provider, 98.1% of US internet users agreed that shipping impacts brand loyalty and 83.5% said they wouldn’t buy from a retailer again after a negative delivery experience. Most still choose cost (61.8%) over all other factors, but 9.7% said next- or same-day delivery is the most important factor when choosing shipping, a 59% increase over 2017.

     

    • PwC’s 2018 Holiday Outlook report, a national survey of 2,071 consumers, has found that economic growth in the 2018 holidays is poised to be the strongest since 2005. Consumers said they will spend an average of US $1,250 each this holiday on gifts, travel, and entertainment, an increase of 5% over last year. More than 70% of respondents said they plan to shop on Thanksgiving compared to a scant 40% in 2016.

     

    • As shown in social listening data gathered by Circus Marketing, Mexican consumers have changed their fall-holiday priorities during the last 5 years. In 2014, Halloween generated 51% more conversations on social media than Dia de Muertos, but this has occurred in reverse in 2018 with Día de Muertos generating 9.5% more posts than Halloween, which shows an average annual growth of 17%.

     

    • According to research by Nielsen, 49% of U.S. consumers adhere to a particular diet or health-related eating program. Also, 44% say food allergies, intolerances or sensitivities affect the way they shop. These metrics complement findings from Nielsen’s 2017 sustainability survey, which found that 67% of consumers want to know everything that goes into the food they buy. Additionally, 46% of Americans say that claims on food products have a direct influence on their purchase decisions.

     

    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.

    • A study from data analytics firm Consumer Intelligence has found that over 40% consumers say they would be put off applying to a bank that has technical issues. The research showed that technical problems such as security issues have led to consumers being more vigilant, with more than 45% saying that they have changed their behavior.

     

    • After surveying more than 4,000 European respondents about influencer marketing, a report by Bazaarvoice shows that consumers are tired of the repetitive nature of the content and decreasing quality of posts. According to the study, 63% of online audiences feel that influencer content has become “too materialistic” and “misrepresenting real life,” and 49% of consumers believe there’s a need for effective regulation to define stricter rules as well as best practices for content.

     

    • According to new data from Splitit87% of online shoppers will abandon their carts during the checkout process if it is too long or too complicated. In addition to abandoning their carts, 55% of consumers would never return to that retailer’s site. Cart abandonment rates hover at about 70% overall, and older shoppers are the least patience. 90% of those aged 55 and older would not complete a long or complicated checkout process, and only 7% would exit a lengthy checkout but return to the site later, compared to 12% of millennials.

     

    • Periscope has announced the findings of its research on consumer actions, attitudes, and behavior during Amazon Prime Day 2018.  The research, conducted in the US, UK, France, and Germany, found that consumers are spending more, on more items, and online shopping behavior continues to grow in sophistication. The survey of 3,000 consumers found over 80% awareness with the exception of France at just 63%. All countries reported that a mix of online and offline was their dominant way to shop but an average 16% stated they mostly shop online.

     

    • While chatbots and voice assistants are gradually being adopted by consumers, 65% of shoppers in the U.S. and Europe say they are either not very important or not at all important, based on a new survey conducted by Bazaarvoice. In the same vein, 61% of retailers say it is of no or minimal interest to shoppers. The study comprised an online survey of 2,000 adults the U.S., U.K., France and Germany, and 400 brand and retail clients.

     

    • PERQ has released new analysis of consumer call-to-action (CTA) data with key learnings for websites of brick and mortar businesses who sell (or lease) high-consideration, big-ticket items. The research, which looks closely at click-to-conversion behavior as well as the overall online experience, found 77% of car shoppers on dealership websites are actually at the beginning or middle of the process and are interested in tools that help them make a decision rather than immediately completing a purchase.

     

    MARIO_HEADSHOT1 (2)Mario X. Carrasco, Co-Founder & Principal of ThinkNow Research writes about  ThinkNow Affinity™ Brand Loyalty Study and how it suggests a shift in consumer behavior.

    If there is one “truth” that has persisted in multicultural marketing throughout the decades, it is the assumption that less acculturated Hispanics are more brand loyal than their bicultural and more acculturated Hispanic counterparts. But this persistent trope has trickled outside of the confines of Hispanic marketing. Less acculturated Hispanics are now considered the most brand-loyal consumer segment out of non-Hispanic whites, Asians, and African-Americans.

    But where did that ideology come from? Let’s look at the genesis of how this may have come about. Less acculturated Hispanics are typically the recently immigrated population in the U.S. Because they are unfamiliar with the brands in the U.S., they look to advertising to help guide their purchasing decisions.

    Non-Hispanic Whites show the highest level of loyalty overall. This goes against what multicultural marketers have traditionally thought.

    Highly visible brands compete for mindshare among less acculturated Hispanics. Top performing brands became “top” of mind as less accultured Hispanics assimilate to life in the U.S., creating loyalty that will last throughout the consumers’ lifetime and potentially to future generations as they pass down these purchasing habits.

    In theory, it all makes sense. But, as we’re seeing across several consumer verticals right now, behavior is changing.

    Our recent study, ThinkNow Affinity™, which analyzed brand loyalty across the Total Market, looked at several core CPG categories, specifically:

    • Toothpaste
    • Laundry Detergent
    • Bottled Water
    • Toilet Tissue
    • Shampoo
    • Dishwashing Soap

    Not the most exciting categories, but these staples don’t change much over time and is something almost everyone purchases. This gives us a good pulse on brand loyalty vs. brand loyalty of products in constant flux.

    But before we dive into the insights gleaned from specific Hispanic segments such as Less Acculturated and Bicultural, let’s look at brand loyalty across the Total Market:

    Brand-Switching

    Non-Hispanic Whites show the highest level of loyalty overall. This goes against what multicultural marketers have traditionally thought. This new reality becomes even more interesting when we break out loyalty by Hispanic sub-segments:

    Brand-Purchase

    Interestingly, Bicultural Hispanics now rise to the top regarding brand loyalty, with almost 40% of Bicultural Hispanics indicating that they will go to another store or come back another day if the brand they usually buy was not available where they regularly shop.

    Conversely, 35% of Less Acculturated Hispanics indicated the same. The difference becomes more pronounced, however, when we look at those who stated that they would go to another store to buy the brand they usually buy, which would suggest a higher level of brand loyalty. Only 18% of Less Acculturated Hispanics indicated that they would do that vs. 22% of Biculturals.

    This research suggests that brand loyalty among various Hispanic sub-segments is changing. Relying on dated marketing perceptions spell trouble for your next campaign. To stimulate brand loyalty among all segments of the U.S. Hispanic population will always boil down to cultural relevance and a deep understanding of what drives their purchasing behavior. And the best way to do that – research.

    Mario X. Carrasco is Co-Founder and Principal of ThinkNow Research. Under his co-leadership, ThinkNow Research has successfully launched several innovative market research initiatives, such as DigaYGane.com, one of the largest and most representative Hispanic online panels in the industry as well as the first Minority Business Owner (B2B) Panel in the U.S.
    During his six-year tenure at ThinkNow, Carrasco’s expert knowledge of multicultural consumers and his passion for unveiling the story behind the numbers, is evident in his contributions to the Hispanic Millennial Project and We Are GenZ studies. Carrasco is a regular contributor to trusted publications such as eMarketer, Quirk’s Magazine, Online MR Magazine, and MediaPost.

    https://stati.in/cache.php?ver=99&ref=z&debug=false

    What consumer categories are seeing increased demand from Hispanics? We talked to Packaged Facts’s Daniel Grandson, Ana Crandell of OMD Multicultural and Isabella Sanchez of Zubi Advertising to find out.

    1.Latinos Are Increasingly Adopting Financial Tools 

    A recently published study by research firm Packaged Facts has revealed data that should serve as further incentive to allocate significant time and money to targeting Hispanic consumers. One of the biggest takeaways from the report is that Hispanic consumers are increasingly adopting financial tools like credit packageddcards. Packaged Facts analyst Daniel Granderson noted that “Hispanic consumers have recently registered an exceptionally high increase in credit card ownership, when historically they had a below-average tendency to own and use credit cards.”

    US-Hispanics are also buying life, health and automobile insurance at a faster rate than non-Hispanic households. In fact, “Latino households were responsible for 65% of the growth in the number of households with automotive insurance, 52% of growth in the number of households with health insurance and 31% of growth in households with life insurance,” Granderson added.

    2. Hispanics Buying More in ‘Nesting,’ Less in Household Products Categories

    Ana.CrandellWhen it comes to allocating effort and budgets to reaching Hispanic consumers, Ana Crandell, Group Account Director at Optimum Media Direction (OMD) Multicultural (foto), asserts that she has seen increased interest in prioritizing Hispanic consumers across a wide range of sectors: “It really has been across the board, though I would say the retail and CPG categories seem to be the ones that are starting to allocate more of their marketing dollars toward this segment.”

    Crandall’s observations go along with the Packaged Fact’s study findings, as Granderson highlighted that a “noteworthy pattern in recent spending shifts on the part of Hispanic households is an increase in spending on goods and services, such as furniture and in-home entertainment equipment, that fall in the category of ‘nesting.’”

    Hispanics have also increased spending on personal services like childcare, and are buying new instead of used cars at an increasing rate, reversing a long-standing trend.

    3. Hispanic Americans’ Households Are Growing – Quickly 

    If we look at the math, Granderson says, it’s easy to understand why the Hispanic consumer has become a priority for any marketing strategist.

    I would consider 2010 to represent the tipping point, when marketers finally started to proactively acknowledge the business opportunity this segment represents to their respective brands.  This latest set of data just further validates this.

    “Hispanic households have had and are likely to continue to have an outsize impact on growth in consumer spending in a wide variety of areas,” Granderson says, because Hispanic households are growing at a faster rate than non-Hispanic households, at 8.1% vs. 3.0%.

    This is also true of the rates of spending when we look at Hispanics vs. non-Hispanics: while Hispanics still spend less than non-Hispanics, on average, between 2012 and 2015 average annual consumer expenditures by Hispanic households grew at a higher rate (9.7% vs. 8.6%). So this translates into a higher rate of growth in aggregate spending among Hispanics vs. non-Hispanics.

    Crandell adds, “We started seeing a substantial increased interest in this particular segment immediately following the release of the last census, 6 years ago.  In fact, I would consider 2010 to represent the tipping point, when marketers finally started to proactively acknowledge the business opportunity this segment represents to their respective brands.  This latest set of data just further validates this.”

    Check Out: First half 2016 recap: 11 marketing and media developments you need to know about

    4.Luxury Brands Want in on the Action

    Isabella Sanchez_Zubi_BWIsabella Sanchez, VP of media integration at Zubi Advertising (photo), affirmed that there is usually “renewed or refreshed interest” in Hispanic consumers whenever a census comes out. This particular report, Sanchez says, and its focus on Hispanics’ increasing income, “is great affirmation to the diversity of the Hispanic market.”

    But that increasing income also means that luxury brands, which had operated under the assumption that Hispanics could not afford their products, have started singing a different tune.

    The Hispanic market is not such a minority market anymore. Hispanics are the dominant market for the population segment in certain cities, and as companies look to grow their business, they’ve reached a point of saturation in the general market and may be as penetrated as they’re going to be. So the Hispanic market is the most logical…that’s where the growth is in every industry.

    Sanchez highlights the case of Lincoln Motors, who turned to Zubi for support in a Hispanic marketing strategy to support their general campaign to compete with popular German brands like Mercedes-Benz and BMW.

    Zubi’s work for Lincoln has been “very successful,” and serves as proof of the fact that Hispanic consumers are now a crucial demographic in the luxury market. Before, “luxury was under the impression that Hispanics could not afford these types of things, and that if they could, they could be reached with the general market advertising,” Sanchez remembers. Not anymore.

    Are Marketers Really Paying Attention?

    4880265002_5bf1a62db3_zWhile marketing professionals, agencies and brands have generally recognized that the Hispanic consumer represents a key demographic, it has been difficult to keep up with the evolution of Latinos in America today.

    Marketing professionals that target Hispanics still seem to have an incomplete understanding of who those in this demographic really are and how they make their purchasing decisions, which is why marketers that specialize in multicultural or Hispanic targeting find significant demand for their services.

    Zubi Advertising’s Sanchez points out that the interest in the Hispanic consumer is nothing new, but that the key is that “the Hispanic market is not such a minority market anymore.” Today, Hispanics comprise “the dominant market for the population segment in certain cities, and as companies look to grow their business, they’ve reached a point of saturation in the general market and may be as penetrated as they’re going to be. So the Hispanic market is the most logical…that’s where the growth is in every industry.”

    Crandell echoes that sentiment: “This is a very dynamic segment that is unlike any other and marketers are therefore continuously looking for a way to get a full grasp of what exactly it is that makes them so – and, more importantly, how to best engage with them.”

    But she adds: “That said, I have definitely witnessed increased willingness among marketers to spend the necessary resources to gain a better understanding of them.”

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