Research

2022 HMC HISPANIC MARKET GUIDE explores Hispanic Diversity, Cultural Blind Spots, Inclusive Advertising & Media Consumption [DOWNLOAD for FREE]

The Hispanic Marketing Council (HMC) has released its 2022 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. Hispanics are impacting the multicultural mainstream at a faster pace than anticipated, shifting American culture and purchase behaviors. Brands who make continuous efforts to connect with the multicultural market are seeing results that demonstrate the economic power of Hispanics.

Health Insurance by Race and Hispanic Origin

The U.S. Census Bureau released a brief on health insurance coverage and the rate of uninsured in the United States by race and Hispanic origin. The brief uses 2021 American Community Survey (ACS) 1-year estimates to describe how health care coverage — whether people have health insurance as well as the type of coverage they hold — varies across groups.

Estimates on America’s Families and Living Arrangements

The U.S. Census Bureau released estimates showing there were 10.9 million one-parent family groups with a child under the age of 18 in 2022. Data from the annual release of America’s Families and Living Arrangements also show that 80% of one-parent family groups were maintained by a mother.

Are brand buyers loyal, habitual, or just accidental?

The other day, I came across this post on LinkedIn from Ethan Decker asking if buyers were brand loyal or brand habitual. The post references data from a survey of UK shoppers by Bain which finds that on average across a range of different product categories people buy different 3 brands. Ethan uses the data to assert that we are not brand loyal, we a brand habitual. I am not going to deny that habits have a huge amount of influence, particularly when it comes to low risk, repeated purchases.  By Nigel Hollis

TelevisaUnivision announces Omnicom Media Group integrates Hispanic Household Data Graph

TelevisaUnivision announced Omnicom Media Group (OMG) will be the first agency partner to leverage its Hispanic household data graph for its brands to expand reach and resonance with the fast-growing U.S. Hispanic population. Now covering nearly 100% of U.S. Hispanic Households, TelevisaUnivision’s propriety data graph will integrate with OMG’s identity solution, Omni ID, via privacy-oriented clean room technology to power its targeting, optimization, and measurement for always on activation across the entirety of its brands.

Albert Rodriguez – President & COO of Spanish Broadcasting System is inducted into the American Advertising Federation (AAF)

Spanish Broadcasting System, Inc. (the “Company” or “SBS”) announced that Albert Rodriguez, President & Chief Operating Officer has been inducted to the American Advertising Federation (AAF). The fundamental purpose of the AAF is to protect and promote the well-being of the advertising industry and unite professionals of all disciplines and career levels to deliver creative business solutions. With the induction into the AAF, Mr. Rodriguez has demonstrated his leadership abilities in the field of technology and advertising. Througout his career, he has promoted and celebrated diversity in advertising and has helped address many community issues.

Connection, Creativity and Drama: Teen Life on Social Media in 2022 [REPORT]

Majorities of teens credit social media with strengthening their friendships and providing support while also noting the emotionally charged side of these platforms

The economic state of Latinos in the US: Determined to thrive

The economic state of Latinos in the US: Determined to thrive US Latinos are a driving force of the US economy and account for the fastest-growing portion of US GDP.

Multicultural Americans Believe the American Dream is Still Reachable [REPORT]

Findings from a new study reveal that multicultural Americans have strong faith in the “American Dream.” In fact, 78% of Black, Asian, and Hispanic American consumers say they have achieved or believe they can achieve the American Dream, as compared to 69% of White consumers.

A marketer’s trifecta: Women, the World Cup and holiday shopping

For the first time ever, the World Cup will overlap with the holiday season, creating a unique opportunity for brands to turn football fans into festive shoppers. And, as women are often key holiday season spenders, marketers can maximize the impact of both World Cup and holiday campaigns by focusing on reaching and connecting with female fan bases.

Disability Inclusion: Are Your Online Surveys Accessible?

In this episode of The New Mainstream podcast, Timothy Cornelius, founder of P3 Technology, discusses the importance of accessibility in online research and ways researchers can promote disability inclusion in online panels.

Asians Not Impressed with Brand Marketing/Advertising Outreach

Horowitz Research findings from FOCUS Asian: State of Consumer Engagement 2022 study reveals that only 34% of Asian consumers feel that they are seeing more brands going out of their way to market and advertise to their community. They are much less likely than their Black (45%) and Latinx (44%) counterparts to feel this way.

Black and Hispanic/Latino entrepreneurs see strong growth, but fewer long-term business opportunities

Despite ongoing systemic barriers and other external challenges, Black and Hispanic/Latino entrepreneurs continue to experience revenue growth, according to the 2022 EY Entrepreneurs Access Network Survey produced by Ernst & Young LLP (EY US).

The Age of Inclusive Intelligence [REPORT]

Before the global pandemic brought the world to a standstill, we began charting the long-term consumer trends that would shape the next decade. Little did we know how quickly that analysis would be challenged.

TelevisaUnivision selects Nielsen ONE for cross-platform measurement

Nielsen announced that TelevisaUnivision has signed a multi-year agreement to use Nielsen ONE, the company’s cross-platform measurement solution to be released in December.

“EMBRACE THE COLLECTIVE” Hispanic Digital Purchase Behaviors

Adsmovil releases the results of a new study: “Embrace the Collective”: The Hispanic Digital Purchase Journey. The study offers new insights into the online behavior of this diverse and dynamic community and unveils a wealth of previously uncovered consumer insights around the Hispanic market across acculturation levels and age cohorts, including Millennials, Generation X, and Baby Boomers.

State of the Hispanic Consumer 2022 [REPORT]

Hispanics in the US epitomize the nation’s status as a “melting pot.” The number of Hispanic Americans grows each year, and their keystone role in our culture does as well. Within this group, a rich variety of trends emerge and observers must be careful not to paint Hispanics with too broad a brush. In order to effectively understand and reach this key cohort, researchers must look closely at the many strands of this tapestry.

2022 U.S. Hispanics [REPORT]

Global communications consulting firm LLYC and national polling firm Expedition Strategies joined forces to research and provide insights into the over 62 million U.S. Hispanics, who represent one in five Americans. As this community continues to grow, U.S. businesses must learn more about their unique culture, behaviors, and purchasing preferences to successfully serve this population.

Hispanics’​ Love for Fintech Grows — Do Traditional Banks Stand a Chance?

Fintech is on fire and Hispanics, are adding fuel to the flame, according to the latest research report by Plaid (Fintech Effect 2021). The report showcases how the pandemic has accelerated fintech adoption, growing from 58% usage in 2020 to 88% usage in 2021. That’s a 52% increase in one year!  By Karla Fernandez Parker - Advertising Executive, Senior Leadership, and Multicultural Marketer

 

Streaming’s “Golden Age” Is Fading Due to Inflation [REPORT]

Rising fees and inflation are testing consumer loyalty to streaming services

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