- Author: nbcnews.com by Alexandra Campbell Howe
Celina Villanueva likes to shop for bargains without sacrificing quality. With a growing family of five to feed she is extremely cost-conscious.
“I look for the best product at the best price…I am loyal to products that I like and I recommend those that I like to my friends,” said the Peruvian native while shopping at a warehouse bulk store in Norwalk, Connecticut.
She is one of 28 million Hispanic females living in the U.S. who are gaining in consumer power and influence. According to new data, Latinas like Villanueva are in the driver's seat of...
- Author: MediaPost.com by Jose Villa, Columnist.
The Hispanic market has traditionally been defined by most marketers as the growing population of foreign-born immigrants in the U.S. who have emigrated from Spanish-speaking Latin American countries (mainly Mexico, Central America and the Caribbean).
While the market definition has generally expanded during the last 10-15 years to include native-born second- and third-generation Hispanics, the “core” Hispanic market has been characterized by the unacculturated and partially acculturated Latin American immigrants who have represented separate and distinct market opportunities for companies to reach and sell to. The defining characteristic of this...
- Author: MediaPost.com by Erin Conrad, Columnist
You have likely read the numerous articles and studies that highlight Hispanic consumers in the United States. Particularly, analysts and media tout the incredible growth, young demographics, amplified spending power and hyperactive digital and mobile consumption of the Hispanic market – all of which make it one of the most attractive demographics for marketers. However, U.S. Hispanics are vastly underserved, and the opportunities to reach them through digital remain largely untapped.
According to a recent Google study that surveyed a select panel of senior-level marketers to see if the U.S. Hispanic audience was on their roadmap, most saw 11 to 25% of their company's growth coming from this demographic in the next three...
- Author: Nielsen.com
The multi-faceted Hispanic consumer is widely recognized as a cornerstone of any growth initiative for virtually all U.S. industries, and for good reason.
From the Ballot Box to the Grocery Store, Nielsen's fifth report on the Latino consumer in the annual Diverse Intelligence Series, shows that Hispanic power and influence is surging: 50% of U.S. population growth from 2010 to 2015 has come from Hispanics, and the U.S. Census expects the U.S. Latino population to more than double within the next two generations.
Almost 57 million strong, Hispanics represent almost 18% of the U.S....
The assimilation of Hispanics into American culture is having an interesting side effect. It's widening the gap between generations, emphasizing the growing differences between the young and old, in a demographic where they often live in the same household.
Younger Hispanics have very different media preferences than their grandparents and even their parents. They have their own unique language preference. And they're much more educated.
This has over time shaped a unique demographic group that advertisers should be courting quite differently than the older one.
A new report from Nielsen takes an in-depth look at the Hispanic demographic, in which these growing differences emerge.
It's a fascinating...