Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions. This week Maria Twena, Global Head of Consumer Acts at 9th Wonder Agency, talks with us about the “bi-directional toggle”, and how the behavior of bilingual consumers can be used to guide more comprehensive marketing and branding strategies. ·
Amazon has quietly launched Amazon Cash, a service that allows consumers to purchase products on Amazon without having to use a debit or credit card. In this bold move, the online retail giant strategically positions itself as a resource for the 32.6 million households in the U.S. that don’t use banking services (unbanked) or make limited use of them (underbanked). While Amazon’s overarching strategy is to engage these consumers, who represent 25.2% of the U.S. population, it is also an effort to attract more African-American and Hispanic consumers, who just so happen to be the most likely ethnic groups to be unbanked, according to an FDIC study.
Mexico will be the fastest-growing e-commerce market in Latin America over the next five years. Fitch Solutions predicts average annual sales growth of 14.6% year-over-year from 2018 to 2022, driven, in part, by Mexico’s favorable consumer demographics, who are young ambitious and becoming more affluent.