U.S .Hispanics make up about 17% of the NBA fan base, according to the NBA Latin America. That’s roughly 15 million Hispanic basketball fans poised to enact significant influence over one of the country’s most revered sports. Several factors about this thriving demographic make it an attractive target for the League. U.S. Hispanics are younger, concentrated in urban areas, and have been integral to the evolution of popular cultural cornerstones such as hip-hop, which help shape the NBA brand we love today. Hispanic population defined by its youth.
The term “Latinx” is trending and has seen a steady uptick in search over the past two years, peaking in 2019: It is during this “Latinx apex” that we decided to take a closer look at how popular the term “Latinx” really is among U.S. Hispanics and if it has staying power. Defining Latinx So what is Latinx? According to Merriam-Webster: Latinx was originally formed in the early aughts as a word for those of Latin American descent who do not identify as being of the male or female gender or who simply don’t want to be identified by gender. More than likely, there was little consideration for how it was supposed to be pronounced when it was created.
Did you know biculturalism is influencing the Seafood industry in the United States? Have you heard about Mariscos? As Latino restaurateurs continue to push through the hurdles of entrepreneurship, some of them are using this opportunity to alter the landscape of the traditional Hispanic food cuisine in an effort to go mainstream, and in turn, create foods that might be a more accurate reflection of their own American bi-cultural experience. One food segment that has been growing steadily over the past decade is the seafood industry or also known as ‘Mariscos’.
Hispanic food is having a moment. From pupusas to gansitos, foods that have been traditionally geared towards Latino consumers have gained acceptance across a broader audience. Chief among them are tacos, of course, which have enjoyed a long tenure on the menu of American cuisine, inspiring Taco Tuesdays and a Netflix documentary series, “Taco Chronicles,” to say the least. But it’s not just the savory flavors of spicy beans, roasted chilies, and crunchy tortillas appealing to the appetites of U.S. consumers.
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Despite losing subscribers for the first time in the past eight years, Netflix is still the preferred method used for watching TV programs among U.S. consumers, followed closely by YouTube. Preferred by 61% of consumers for the past two years, the streaming giant’s dominance hasn’t been marked so much by growth as it has been by the drastic decline of Live TV across 2017, 2018, and 2019. In a matter of 3 years, linear television went from 68% in viewership down to 36%.
Last month, Illinois became the 11th state to allow the adult use of recreational marijuana. Its state legislature is the first to legalize selling the drug. Marijuana remains illegal at the federal level, for now. But that hasn’t stopped blue chip companies from exploring cannabis-based products as many believe that federal legalization in the U.S. is only a few votes away.
We are excited to launch our Hispanic Sample Evangelists series where we feature dynamic brands who have entrusted ThinkNow with their Hispanic sample needs. In this first installment, we interviewed April Lainez, Brand Manager for the health and beauty brand, DLC Laboratories.
With a goal of one billion viewers, the 2019 FIFA Women’s World Cup in France holds untold potential for marketers. This year’s tournament is poised to be the most exciting to date for a few reasons: France is still buzzing from its 2018 Men’s World Cup win, while the U.S. women’s team is heavily favored to win this year. Toss in some intense, off-the-field conversations about gender equality, and it’s easy to see why interest in the games is at an all-time high. As marketers, of course, we’re every bit as interested in who is watching the games as who the players are.
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Attracting and engaging consumers paves the road to sales and revenue for companies. Of these consumers, one segment, in particular, will represent more than 50% of the total consumer base within the next 20 years. For companies focusing on younger consumers ages 18-29, this consumer will be more than 50% of all consumers in less than ten years. Chances are, your company, like most, doesn’t understand these consumers despite the significant impact they will have on your company in the future. So, how do you gain insight into an audience with so much potential yet no relationship with your brand? Would you turn to a company focused solely on this consumer or one with a department, or more realistically, a person that heads up a division within a large organization?