Hispanic Online Research

/Hispanic Online Research
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3 Things To Keep In Mind When Engaging U.S. Hispanics Via Google Search

Many have speculated as to how Hispanic online search behavior differs or is similar to that of non-Hispanic Whites. Numerous studies have been conducted on the subject. Results often fall victim to the same issue, that respondents tend to tell researchers what they think we want to hear. But what we’re looking for is a better understanding of what these cohorts really do while searching online. To find out, we teamed up with the Google Multicultural team to conduct an ambitious study.

Can Social Media Save Spanish-Language Television?

Video didn’t kill the radio star. In fact, radio has recently seen record numbers across some coveted demographics, reaching 92% of Millennials each week. Nor did television kill the theater star, as the success of Hamilton attests. Even so, it seems that the birth of any new technology or media will stir predictions about the impending demise of its predecessor. Take for example the anticipated death of television at the hands of its arch nemesis, Netflix.

BIM: A New Scale To Measure Hispanic, Cross-Cultural Identity

Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.

The Untapped Hispanic Market: Hispanic-owned Businesses

By now, many marketers have heard of the tremendous opportunities the United States. Hispanic consumer represents in terms of numbers and purchasing power. However, in the age of hypersegmentation and targeting, Millennials and bi-cultural Hispanics have risen to the top of marketer’s go-to Hispanic sub-segments. While most companies focus on this target, there is an untapped consumer segment that has serious growth potential, Hispanic business owners.

[Podcast] ThinkNow Drive™ – Automobile Buying Trends & Habits Report 2017

How African-Americans Are Driving Automotive Technology Trends The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Electricity and hydrogen now power our vehicles straight out of the pages of a sci-fi thriller down paved streets that turn into our driveways. To better understand what’s driving this change, ThinkNow Research surveyed a representative sample of U.S. Hispanics, African-Americans, Asians, and non-Hispanic whites regarding their vehicle purchasing habits. ThinkNow Drive™ is our latest research study that focuses on automobile buying trends and habits.

[INFOGRAPHIC] What’s Driving Total Market Automobile Buying Trends In 2017?

Autonomous automobile technology is driving innovation in an industry hit hard by big economic swings and government bailouts. But the light at the end of the tunnel resides in consumers’ acceptance of newer technologies like driverless vehicles and less dependence on gasoline. At ThinkNow Research, we wanted to explore consumers’ attitudes toward these changes and how they impact vehicle purchasing habits.

How African-Americans Are Driving Automotive Technology Trends

The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Electricity and hydrogen now power our vehicles straight out of the pages of a sci-fi thriller down paved streets that turn into our driveways. To better understand what’s driving this change, ThinkNow Research surveyed a representative sample of U.S. Hispanics, African-Americans, Asians, and non-Hispanic whites regarding their vehicle purchasing habits. ThinkNow Drive™ is our latest research study that focuses on automobile buying trends and habits.

Gen Z May Finally Close the Hispanic and African-American Educational Gap

Education is often touted as a means of “balancing the playing field” and stimulating socio-economic mobility. However, lower educational attainment levels among most racial minorities in the U.S. have been the norm since college attendance expanded into the middle class following WWII. While college attendance has increased for Hispanics and African Americans in the past couple decades, it still trails that of non-Hispanic Whites.

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.

Beyond Ethnicity: A Call For Digital Culture Quotas

Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year. But despite this year’s momentum, I just can’t shake the notion that targeting and segmenting via ethnicity is weighing us down.