The impact of digital technology on the lives of Latinos
NEW YORK, August 28, 2018/PRNewswire-HISPANIC PR WIRE/ — Today Nielsen publishedDigital Discovery: The Online Lives of Latinx Consumers, the second 2018 report in the three-part series from the company called Diverse Intelligence that focuses on the adoption and influence of multicultural consumers on the digital platform. The report points out how the use of digital technology by Hispanic consumers has greatly influenced USA culture.
Technology has transformed the behavior of the Latinxconsumers from how they do their shopping to their communication and media consumption. The report explains how these changes have shaped society in general, and it provides perspectives on how the brands may better reach this group of consumers—when the majority of them was born and grown during the digital age (according to the inform 60% versus only 40% of non-Hispanic whites). This means that today’s Hispanic consumers did not transition to the Internet but that they grew up with it. “The combination of a relative youth, the demand of cultural connectivity and accelerated digital connectivity has transformed the Latinx community into a progressive cultural force” points out Stacie de Armas, vice-president of strategic initiatives and a Nielsen consumer. “The technology has fundamentally changed the consumer’s experience in the Latinx community which has benefited from digital progress at a more accelerated rhythm than the total market. This, plus the cultural points have created important differences in the way today Hispanics communicate digitally, acquire information, shop, consume content and move for social justice.”
TheNielsenseries Diverse Intelligence—which has become the main resource in the industry—helps marketing specialists learn and reach diverse consumers through analysis based on statistics. Digital Discoveryprovides digital information about the Hispanic demographics including its relative youth, a longer life span, homes with people of various generations, their shopping preferences and means of communication. One of their preferences, for example, is the social web and those brands that demonstrate social conscience.
“The digital sites provide opportunities to capture Hispanic consumers of authentic brands,” stated Lillian Rodriguez-Lopez, co-president of the Hispanic counseling committee Latinx de Nielsen and CC1 Companies Vice President of Public Affairs and Communications. “Nielsen’s long-term compromise is to demonstrate the market potential of diverse consumers, plus a commitment to long term businesses with their clients. The present use of digital technologies to establish relations with us will have a long-term impact in businesses.”
Descubrimiento Digital: The Online Lives of Latinx Consumers includes: The phenomenon of the Hispanic youth means that connecting with Latinx consumers in relevant cultural ways is crucial for the survival and growth of the brands.
– Hispanics’ average age is lower (27 years old, compared to 42 in non-Hispanic white) and life expectancy is longer (82 years versus 78.7 in whites non-Hispanic, which translates in 18 more years of purchase power.
– 57% of Hispanics agree that they would more likely purchase brands that back up important issues that they care about (9% more that non-Hispanic Whites) and 43% expects those brands to support social causes (an over indexation of 26%).
La relativa juventud y la propensión digital de los hispanos de E.E.U.U. hace de ellos un grupo que marca el paso de las tendencias en tecnología.
The relative youth and digital propensity of U.S. Hispanics make them a group that marks the pace of technology trends.
- 53% of Hispanics in the United States prefer to use products that offer the latest in new technology, and at 36% like to have many devices: an over-indexing of 32% with respect to non-Hispanic whites.
- 27% of Hispanics live in multi-generational households, and younger Latinx generations exert great influence on older Hispanics. Hispanics 50 years of age or older exceed 36% of their counterpart’s index — non-Hispanic whites — in their preference for having many electronic devices.
Most of today’s Hispanics were raised in the digital age so the Web is their reference resource for virtually everything, particularly social networks.
– Hispanics qualify very high in the amount of time social networks use. 52% spend at least one hour a day in such places — compared to 38% of non-Hispanic whites — 24% spend three or more hours a day, compared to 13% of non-Hispanic whites.
– Hispanics share social media content 5 times more often than non-Hispanic whites.
Hispanics are motivated to buy through online offers and personal recommendations by valuing digital advertising favorably.
- 82% of Hispanics agree that the Internet is a great means to gather information about products and services they plan to acquire and 78% consider it a great way to buy products.
- Hispanics rank very high in online comment reading before the purchase of a product and at 38% like to share their opinions about products and services by posting online comments and opinions (an over 46% indexing with for non-Hispanic whites).
For more details and an analysis of the report, go to: http://nielsen.com/latinos.
