Here’s where you will find the latest Latino consumer trends and reports featuring Nielsen’s insights, and the work we are doing in Latino communities across the U.S.
Remember, every insight we share starts with a ‘yes.’ At Nielsen we get it. We’ve been listening to you for years. And when you say ‘yes’ to our surveys, your voice is heard, your privacy is protected and your story gets told to the companies that make the products and the media you love.
HISPANIC DIVERSE INTELLIGENCE SERIES
Nielsen’s Diverse Intelligence Series offers comprehensive reports that focus solely on diverse consumers’ unique media, consumption and purchasing habits. The series has become an industry resource to help brands better understand and reach ethnic customers. Below are highlights from our recent Hispanic Report: Cultural Connectivity Transformed – How Latinos are connecting while social distancing.
Stacie de Armas, SVP Diverse Insights & Initiatives at Nielsen, goes on the record to share more about our 2020 Hispanic Diverse Intelligence Series report.
DIVERSE INTELLIGENCE SERIES REPORTS
DESCUBRIMIENTO DIGITAL: THE ONLINE LIVES OF LATINX CONSUMERS
Technology has fundamentally changed the Latinx consumer experience. Hispanic consumers make digital gains and advancements at a higher rate than the total market, creating behavioral differences in how they communicate, shop, consume content and mobilize for social justice. The combination of the relative youth of the Hispanic community–and its preference for culturally nuanced content that represents them–has placed them at the center of trendsetter culture.
LA OPORTUNIDAD LATINX: CULTURAL CURRENCY AND THE CONSUMER JOURNEY
Latinx consumers are melding the physical and digital worlds to create personalized, culturally relevant shopping experiences on their own terms. These consumers’ paths-to-purchase, or consumer journeys, are social and circular. Purchase decisions can be frequently traced to the recommendation of a friend, family member or consumer review website. And, because Latinx consumers are so digitally connected—97% of Latinx households own a smartphone, and Latinx consumers spend over 27 weekly hours using apps and the web on smartphones—the consumer journey plays out in real-time.
CENSUS 2020: BE COUNTED
There’s never been a more important time to get a full and accurate count of everyone living in the United States. Businesses and civic organizations alike rely on census data to make important decisions. We recently launched Project TrueCount, our effort to ensure an accurate count. And, to help us get the message out, we asked several Hispanic community and business leaders for their thoughts on the importance of getting counted.
DAVID KENNY, CEO, SOBRE EL CENSO 2020 | NIELSEN CEO DAVID KENNY ON CENSUS 2020
NIELSEN COMPROMETIDO CON LOS PRINCIPIOS DE LA CIENCIA DE LOS DATOS, DE CARA AL CENSO 2020
En Nielsen, tenemos más de 100 años trabajando con información. Conocemos la ciencia de los datos y sabemos que incluir en el censo una nueva pregunta que no ha sido probada, carece de rigor científico; además de que tendrá un efecto negativo en la población participante.
NIELSEN REMAINS COMMITTED TO DATA SCIENCE PRINCIPLES AHEAD OF CENSUS 2020
At Nielsen, we’ve worked with data for almost 100 years. We know data science. And we know that adding an untested question to this census is bad science and will likely lead to a significant undercount of the U.S. population. In particular, we believe that young, multicultural people—a consumer segment that will be the main driver of economic growth for the next decade—are at great risk of being underrepresented.
How We Reach Out
Our Community Alliance leaders regularly speak at events and meetings to share our multicultural insights. Click on their names below to arrange a call:
LA UNIÓN HACE LA FUERZA: NIELSEN JOINS THE LATINX COMMUNITY TO CELEBRATE HISPANIC HERITAGE MONTH
While Americans observe Hispanic Heritage Month between Sept. 15 and Oct. 15, Nielsen actively supports Hispanic causes and organizations year-round. This support is closely aligned with our core business values and is near-and-dear to our Latinx associates, who hail from countries around the world.
YOUR PRIVACY MATTERS
Your voice, your preferences and the power you yield as a consumer matters. It matters not only to the businesses that produce the products and media you consume, but it also matters to us. At Nielsen, we are committed to being responsible with the personal data we maintain and we are committed to protecting the privacy and security of the personal data we collect.