Hispanic Consumer Research

/Hispanic Consumer Research
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Should Affluent Hispanics Be Considered General Market?

Multicultural marketing has created a marketing economy based on segmenting the population by ethnicity. While ethnicity segmentation has worked for the past several decades, as I pointed out in an earlier column, that foundation is starting to crack. Our industry is experiencing a paradigm shift. As we attempt to make sense of this existential crisis of marketing models, we should consider how we segment and why.

[Podcast] ThinkNow Affinity™ Brand Loyalty Report 2017

ThinkNow Affinity™ Brand Loyalty Study suggests a shift in consumer behavior If there is one “truth” that has persisted in multicultural marketing throughout the decades, it is the assumption that less acculturated Hispanics are more brand loyal than their bicultural and more acculturated Hispanic counterparts. But this persistent trope has trickled outside of the confines of Hispanic marketing. Less acculturated Hispanics are now considered the most brand-loyal consumer segment out of non-Hispanic whites, Asians, and African-Americans.

Can CPG Brands Stop Waning Hispanic Brand Loyalty?

ThinkNow Affinity™ Brand Loyalty Study suggests a shift in consumer behavior If there is one “truth” that has persisted in multicultural marketing throughout the decades, it is the assumption that less acculturated Hispanics are more brand loyal than their bicultural and more acculturated Hispanic counterparts. But this persistent trope has trickled outside of the confines of Hispanic marketing. Less acculturated Hispanics are now considered the most brand-loyal consumer segment out of non-Hispanic whites, Asians, and African-Americans.

ThinkNow Pulse™ Total Market Consumer Sentiment Report: Qualitative Insights

For many Americans, the current political climate is distressing, but not disruptive to their day to day lives. But for the 55 million Hispanics that currently call the United States, home, that isn’t the case. Donald Trump launched his presidential campaign with an attack on Hispanic immigrants. Now that he’s in office, the conversation on immigration has erupted into a maelstrom of ignorance and intolerance. At ThinkNow, we were curious as to how President Trump’s leadership and the resulting chain of events, thus far, has affected U.S.

[Podcast] ThinkNow Pulse™ 2017 Hispanic Consumer Sentiment Study

Hispanic Consumer Sentiment Is Positive Across Multiple Economic Metrics Despite Whirlwind Election Year By many measures, 2016 was an eventful year, to say the least, for Americans. From one of the most inspiring Olympics on record to a contentious presidential election season, many are exhausted and looking forward to a fresh start in 2017. Using this year of extremes as a backdrop, ThinkNow Research conducted its fourth annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites.

ThinkNow Pulse™ 2017 Hispanic Consumer Sentiment Study

Hispanic Consumer Sentiment Is Positive Across Multiple Economic Metrics Despite Whirlwind Election Year By many measures, 2016 was an eventful year, to say the least, for Americans. From one of the most inspiring Olympics on record to a contentious presidential election season, many are exhausted and looking forward to a fresh start in 2017. Using this year of extremes as a backdrop, ThinkNow Research conducted its fourth annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites.

Mobile App Usage Among Hispanics Across Acculturation levels

There are just over 46 million Hispanic mobile phone users and this number is expected to grow to 51 million by 2020. Of this number, 84% own a smartphone (16% own a feature phone). When asked about their feelings toward their mobile phones, 27% of Hispanics say that they are addicted to them and over 23% prefer using a mobile device to a computer. While the numbers are compelling, insights into the similarities and distinctions across generational (acculturation) levels have been lacking, to date.

[Podcast] ThinkNow Retail™ Hispanic Holiday Shopping Trends [Snapshot] 2016

Holiday Shopping season looks to be a bright spot for U.S. retailers, significant lift among Hispanic consumers expected. All signs point to a strong holiday season so far despite the typical pullback in consumer spending in September and October due to a presidential election. Deloitte expects up to a 4% increase in holiday spending from last year pushing total holiday sales to more than $1 trillion in 2016. The consulting firm also anticipates a 17% to 19% increase in e-commerce sales to more than $96 billion compared with last year.

ThinkNow Retail™ Hispanic Holiday Shopping Trends [SNAPSHOT] 2016

Holiday Shopping season looks to be a bright spot for U.S. retailers, significant lift among Hispanic consumers expected. All signs point to a strong holiday season so far despite the typical pullback in consumer spending in September and October due to a presidential election. Deloitte expects up to a 4% increase in holiday spending from last year pushing total holiday sales to more than $1 trillion in 2016. The consulting firm also anticipates a 17% to 19% increase in e-commerce sales to more than $96 billion compared with last year.

Reaching Hispanics Now – Cultural Legacy Matters

Recent U.S. Census figures indicate that Hispanic immigration to the U.S. has slowed down considerably since reaching its mid-90’s peak. The 2000 Census was a wake-up call for marketers that hadn’t yet focused their efforts on the Hispanic segment. The U.S. Hispanic population was larger than had been projected and appeared to be on an unstoppable upward trajectory.