Hispanic consumers are a thriving and influential force in the U.S. economy. Comprising nearly 20% of the population and accounting for $1.7 trillion in spending power, these super consumers are, on average, younger than their majority counterparts, spend more on retail and travel, and over-index on technology use. Hispanic market research shows they also value collectivism, which means they are more likely to make purchasing decisions based on input from family and friends. When describing their identity, Hispanics are heavily influenced by their culture and tradition. Brands looking to expand their consumer base can benefit from Hispanic market research to understand the unique needs and preferences of Hispanic consumers through custom market research.
- Understanding Audience Engagement for the Paris 2024 Summer OlympicsExcitement is building for the Paris 2024 Summer Olympic Games as over 10,000 athletes from around the world prepare to showcase their incredible talents on this global stage. The City...
- Will Multicultural Gen Z Revitalize Hispanic Radio?At the recent Hispanic Radio Conference, I participated in a panel discussion where industry experts and enthusiasts gathered to ponder the future of Hispanic radio. The enthusiasm in the room...
- Multicultural Marketing: Bridging the Gap with Contextual TechnologyThe marketing landscape is evolving, driven by the rapidly changing demographics in the U.S. Today's consumers are culturally diverse, tech-savvy, and vocal about their needs and wants. Among them, to...
- The Growing Appeal of Asian EntertainmentHollywood once dominated the domestic entertainment market, while foreign content had its niche in art houses and with ethnic broadcasters. That era has ended, and the fastest-growing entertainment segments are...
- Financial Services Industry Strives to Navigate U.S. Latino 'Bothism'Marketers often fall into the trap of binary thinking, hindering creativity and clashing with consumers seeking fluidity. While the industry has struggled to embrace bothism – the concept of merging...
- The Importance of Hispanic Market Research: Hispanic Voices MatterThe Hispanic market is no longer a niche—it's a cultural and economic powerhouse. Forget the outdated stereotypes—today's Hispanic consumers are a diverse and influential group shaping trends and driving economic...