Research

Consumer confidence is up among Hispanics in the U.S., who are optimistic about their financial situation going into 2018 despite continued dissatisfaction with U.S. President Donald Trump, according to a new national consumer sentiment index conducted by the Florida Atlantic University Business and Economics Polling Initiative (FAU BEPI) in the College of Business.

Claritas acquired Miami-based Geoscape International Inc. Founded in 1995 by César M.Melgoza. Geoscape is known for its unique data, technology, depth of knowledge and understanding of multicultural consumers.

Twenty-five years after the release of the bestseller “Men are from Mars, Women are from Venus,” the debate over how and why men and women are different and what that means for their roles in society is far from settled.

It is common knowledge that US consumers fill their waking hours with media usage. But how people split up their media time may surprise you.

More than 18% of Americans identify as Hispanic or Latino, the nation’s second largest racial or ethnic group. But two trends – a long-standing high intermarriage rate and a decade of declining Latin American immigration – are distancing some Americans with Hispanic ancestry from the life experiences of earlier generations, reducing the likelihood they call themselves Hispanic or Latino.

Backslash, the cultural insight studio powered by global advertising agency TBWA Worldwide, released its Pre-Trends for 2018. Part vision, part research, part expert interviews, each Pre-Trend is rooted in evolving cultural shifts with business and cultural implications to impact 2018.

Burson-Marsteller and TSE Consulting, have published their second annual “Olympic Sports Social Media Ranking,” which analyses the social media footprint of the International Olympic Committee (IOC) and its 40 International Sports Federations.

For the first time in U.S. history, 90 percent of the population age 25 and older have completed high school. This is according to new Educational Attainment data released today from the U.S. Census Bureau.

U.S. consumers are locked in a vicious circle with brands over customer experience, according to new research from Accenture. While 44 percent are frustrated when companies fail to deliver relevant, personalized shopping experiences, nearly half (49 percent) are concerned about personal data privacy as they subscribe to intelligent services designed to understand and anticipate their needs. Poor personalization and lack of trust cost U.S. organizations $756 billion last year, as 41 percent of consumers switched companies. Without deeper customer insight, companies cannot deliver the experiences they crave.

Americans consistently think things are worse than they are across a broad range of topics from terrorism and crime to sugar consumption.

Hispanic shoppers are more profitable than total U.S. shoppers, and although their spending per trip is comparable, Hispanics actually shop more frequently across all grocery trip types.

If you had questions about whether the U.S. Hispanic market should be in your marketing sights for 2018, we’re here to answer with a resounding SÍ.

The number of immigrants in the United States from El Salvador, Guatemala and Honduras rose by 25% from 2007 to 2015, in contrast to more modest growth of the country’s overall foreign-born population and a decline from neighboring Mexico.  During these same years, the total U.S. immigrant population increased by 10%, while the number of U.S. Mexican immigrants decreased by 6%, according to a Pew Research Center analysis of U.S. Census Bureau data.

Less than a decade ago, most consumers could not have imagined the plethora of ways they’d have to engage with content. But the rise of technology and smart devices has opened the media option floodgates and consumption and old habits have changed accordingly. Engagement with AM/FM radio has not been immune to these changes. Now, with the click of a button, consumers can access their favorite radio station in sunny San Diego, listen to weather updates in New York or listen to pop music walking to school in Denver.

It’s no secret that in addition to traditional television, viewers also have access to a plethora of subscription video on demand content and virtual multi-channel providers. As the options for these streaming services have grown, so have the means by which viewers can view them on their TV screens.  Consumers, in turn, are taking action.

Today’s Latina is ambicultural, seamlessly identifying as American while also retaining strong connections to her native culture. One of the ways she stays connected to her roots is through music. Whether it’s on radio or streaming services, Latinas’ consumption behavior and preferences reflect how their lives revolve around music.

As far as choice goes, there’s never been a better time to be a consumer. Thanks to globalization and connectivity, consumers around the world have access to a wider array of products than ever—a trend that’s likely to continue going forward. And the bevy of choice involves products and services from both multinational and local brands. So in an era of massive choice, how much weight does the “made in” moniker carry when it comes to purchase motivation?

This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S. growth and the Other/Mixed Race segment delivering the fastest growth. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts.

NBCUniversal Telemundo Enterprises and consumer intelligence firm Maru/Matchbox have announced an innovative partnership and a first for the Hispanic market: a combined insight community, spanning the full spectrum of U.S. Hispanics across variables such as country of origin, language in the household and acculturation level.