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Nielsen and the Hispanic Community

Welcome! Nielsen is a proud supporter of diversity and participates in various events in Hispanic-American communities. Be sure to visit this site often for updates and highlights of those events throughout the year.

The State of the Hispanic Consumer: The Hispanic Market Imperative

More than 52 million strong and representing the majority of population growth over the next five years, Latinos have become a prominent actor in all aspects of American life, according to The State of the Hispanic Consumer: The Hispanic Market Imperative, released by Nielsen. Latinos are a fundamental component to future business success, with a projected buying power of $1 trillion in 2010 expected to grow 50 percent to $1.5 trillion in 2015.

 Key highlights include:

  • Rapid Latino population growth will persist; the median age of the Latino population is 28 years old, nearly ten years younger than the total market median age of 37.
  • Hispanics are the largest immigrant group to exhibit significant culture sustainability, and nine out of ten Hispanic parents and parents-to-be want their children to be able to speak Spanish, and also want them to become fluent in English.
  • Technology and media use do not mirror the general market but have distinct patterns due to language, culture, and ownership dynamics. For example, Hispanics spend 68 percent more time watching video on the Internet and 20 percent more time watching video on their mobile phones than non-Hispanic Whites.
  • Latinos exhibit distinct product consumption patterns and are not buying in ways that are the same as the total market. Hispanics make fewer shopping trips per household than non-Hispanics, for instance, and spend more per trip.

National Hispanic Media Coalition Latino MediaCon

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Media and fans converged with Nielsen at the National Hispanic Media Coalition’s Latino MediaCon in Pasadena, California. Nielsen joined the fun at the two-day lineup of media showcases, celebrity appearances, screenings, and panel discussions, in support for increased efforts in depicting positive portrayals of Latino talent in the entertainment industry.

Mónica Gil, SVP of Public Affairs and Government Relations, was a featured speaker on the panel, “The New General Market: Power of the Latino Entertainment Consumer,” where she discussed Latino rights advocacy and increased Latino visibility in media careers through insights from the Hispanic Consumer Report: The Hispanic Market Imperative.

Viewpoint Quarterly

ViewPoint is a quarterly newsletter produced by Public Affairs. The mission of Nielsen’s Public Affairs Department is to empower, assist and partner with diverse communities in an effort to foster goodwill and increase awareness of Nielsen’s commitment to corporate citizenship and diversity.

Nielsen television ratings combine consumer viewing behavior and demographic information. To collect this information, households are randomly selected, by address. Once selected, a device called a people meter is installed on every television in the home. The people meter measures the television viewing for everyone in the home over the age of two and records what is viewed every 2.7 seconds!

Please click the link below picture to download the entire Viewpoint report! And join us on Facebook for more facts and fun!

 

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