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.

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 latest State of the American Family Study by Massachusetts Mutual Life Insurance Company (MassMutual), one-third (38 percent) of Latinos believe the American Dream is disappearing. 81% of Latinos surveyed said their financial priority is having a fund for emergencies.


  • New data from YouGov Omnibus shows 36% of millennials believe there should be more Latinos in pop culture vs. 27% of the total population. 42% of Millennials and 53% of Hispanics say there should be more Hispanic actors on popular American TV shows. Furthermore, about half (49%) of Americans listen to music in languages other than English. When asked which other languages besides English are spoken or sang in the music they listen to, 52% chose Spanish.


  • Nielsen data shows Latinx consumers spend 32 hours a week listening to music, outpacing non-Hispanic Whites and the total U.S. population. Moreover, it’s important to note that music is far more than a listening experience for Latinx consumers. In fact 70% of Hispanics say they follow performers on social media sites, well above non-Hispanic Whites.


  • According to a new study on Image-Conscious Consumers by GlobalWebIndex, consumers who care about their appearance are more interested in health and fitness categories (43% of audience).  Also, image-conscious Gen Zers show a strong interest in gaming, photography and gadgets. This type of audience is also more interested in travel (40%) than the average internet user (37%).


  • In an April 2018 survey of 1,001 US internet users, millennials told VAB that what they see on TV “always” or “frequently” inspires them to make a purchase. Some 43% of millennial internet users in the US said their decision was influenced by product placement or an advertisement that ran during a show.


  • According to Nielsen’s Video 360 report, 51% of people in the U.S. ages 13+ reported buying a physical video in the past year and 42% purchased digital videos. Ages 25-34 are the most likely to pay for both physical and digital videos.


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 recent survey about social life by YouGov shows that 27% of U.S. residents born in Latin America say “I have a wide social circle, and I enjoy it.” Only 16% of the total population chose this same response. A large number of people in both groups (43% of Latin American-born and 41% of the total population) say that socializing is a part of their life, but not the main focus. While almost one-third (31%) of the total population said they “don’t mind socializing occasionally, but try to avoid it,” only 22% of Latin American-born people said the same.


  • A recent August 2018 survey from Morning Consult, which polled 2,202 US internet users, found that Gen Zers and millennials are not always ready to commit to just one product. More than half (51%) of 18- to 21-year-olds said they would like to try out different items, “even when I know there’s one I like.” On the contrary, roughly two-thirds (67%) of Gen Xers and more than three-quarters (75%) of boomers said that when they find a product they like, they buy it over and over again.


  • Nielsen’s data on consumer behavior during the summer shows that the week ended Aug. 18, 2018, alone generated nearly US $49 million in sparkling water sales, up 22% from the same time last year. Americans also favor a particular radio format each summer. This year, the Classic Hits format saw the largest boost in audience during the warm weather months compared with the start of the year.


  • Jebbit asked 400 U.S. adults to answer how much they trusted 100 of the biggest consumer-facing brands in the U.S. with personal data in exchange for “more relevant offers, goods and services” on a scale of one to 10. A score of one represented a consumer not trusting the brand, and a score of 10 represented complete trust. Each of the 400 people surveyed rated 25 brands. Out of all of those brands, Facebook scored last, with a mean score of less than 3.1.


  •  According to a new consumer survey from Yotpo on brand loyalty, over 90% of respondents (out of 2,000 consumers) considered themselves equally or more brand-loyal than they were a year ago. Survey respondents  defined loyalty in the context of repeat purchase behavior. Nearly 80% of these consumers said that it took at least three purchases for them to consider themselves loyal. For 37%, it took at least five purchases. “I love the product(s)” was the reason given by 55% of survey respondents in response to the question, “What is the primary reason you are loyal to a brand?” The only other noteworthy reason was “great sales/deals,” cited by 25%.


  • According to Nielsen’s recent insights, U.S. adults currently spend over 11 hours a day with media. Overall media consumption reaches 95% of millennials and 99% of those 38 and older. However, the older demographic spends three times longer engaging with national news in a year than Millennials.

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