Here’s where you will find the latest Latinx consumer trends and reports featuring Nielsen’s insights. We will also keep you updated on the work we are doing in Latinx communities across the U.S. And remember, every insight we share starts with a ‘yes.’ At Nielsen we get it. We’ve been listening to you for years. And when you say ‘yes’ to our surveys, your voice is heard, your privacy is protected and your story gets told to the companies that make the products and the media you love.
la oportunidad latinx: cultural currency and the consumer journey
Latinx consumers are melding the physical and digital worlds to create personalized, culturally relevant shopping experiences on their own terms. These consumers’ paths-to-purchase, or consumer journeys, are social and circular. Purchase decisions can be frequently traced to the recommendation of a friend, family member or consumer review website. And, because Latinx consumers are so digitally connected—97% of Latinx households own a smartphone, and Latinx consumers spend over 27 weekly hours using apps and the web on smartphones—the consumer journey plays out in real-time.
David Kenny, CEO, sobre el censo 2020 | NIELSEN CEO DAVID KENNY ON CensUS 2020
Nielsen comprometido con los principios de la Ciencia de los Datos, de cara al Censo 2020
En Nielsen, tenemos más de 100 años trabajando con información. Conocemos la ciencia de los datos y sabemos que incluir en el censo una nueva pregunta que no ha sido probada, carece de rigor científico; además de que tendrá un efecto negativo en la población participante.
Nielsen Remains Committed to Data Science Principles Ahead of Census 2020
At Nielsen, we’ve worked with data for almost 100 years. We know data science. And we know that adding an untested question to this census is bad science and will likely lead to a significant undercount of the U.S. population. In particular, we believe that young, multicultural people—a consumer segment that will be the main driver of economic growth for the next decade—are at great risk of being underrepresented.
Diverse Intelligence Series Reports
Latina 2.0 Fiscally Conscious, Culturally Influential & Familia Forward
The continuing rise of Latinas, as a powerful economic force, is manifesting itself in everything from media and entertainment preferences to entrepreneurial prowess and newfound social assurance that reflects-and amplifies-the accelerating progress and confidence of women across the U.S.
Descubrimiento Digital: The Online Lives Of Latinx Consumers
Technology has fundamentally changed the Latinx consumer experience. Hispanic consumers make digital gains and advancements at a higher rate than the total market, creating behavioral differences in how they communicate, shop, consume content and mobilize for social justice. The combination of the relative youth of the Hispanic community–and its preference for culturally nuanced content that represents them–has placed them at the center of trendsetter culture.
Latinx consumer insights social media toolkit
At Nielsen, we know that representation matters across media and in our panels and surveys–which is reflected in the insights we share on Latinx consumers. If you agree, we encourage you to spread the word. To make it easy, we created graphics that you can share on your social networking profiles. Be sure to join the conversation using #NielsenKnows.
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In the Community
Nielsen reveals latinx engagement opportunities at ces 2019
At CES 2019, Nielsen’s Stacie de Armas, VP, Strategic Initiatives and Consumer Engagement, led the “Authenticity + Tech: Winning Latinx Engagement session,” which explored how companies can successfully reach the U.S. Hispanic community—digitally connected consumers who are driving growth for a variety of industries. She was joined during her session by Latinx marketing experts Javier Delgado, Senior Director of Marketing for Walmart, and Roberto Ruiz, EVP of Research, Insights and Strategy for Univision.
Nielsen selects Tejas, a hispanic-owned firm and Staples partner, for U.S. office supply purchasing
Nielsen selected Tejas, a Hispanic-owned firm (and partner of Staples), to be its supplier of office supplies in the U.S. This partnership allows us to drive our supplier diversity goals, and support the U.S. Hispanic community. Stephen Fraga (second from right), CEO of Tejas, visited several of our offices to launch the partnership, and educated our associates on both the history of Tejas and how to order supplies.
Representation in Data Takes Center Stage at SXSW
Stacie de Armas, VP of Strategic Initiatives and Consumer Engagement, and David Bakula, SVP of Nielsen Music, leveraged our person-level data, which captures the unique and culturally influenced ways Latinx consumers interact with media and make purchases, to illustrate the opportunity for brands who are able to make authentic connections with these consumers during the “Latinx Digital Lives: Culture, Content, and Community” session.
Nielsen Hosts Case Study Competition at the University of Puerto Rico
Nielsen has returned to the University of Puerto Rico to hold a case study competition for the third consecutive year in alignment with the education prong of our overall D&I strategy. This year, 27 teams registered for the competition from the Río Piedras and Mayagüez campuses (six more teams than the first competition). The winner for the 2018 competition is from the Río Piedras campus of the University of Puerto Rico.
Michael Alicea Honored in Hispanic Executive’s ‘2018 Best of the Boardroom’ Class
Michael Alicea, EVP, Global Human Resources, was profiled in Hispanic Executive magazine as a member of its 2018 Best of the Boardroom class. The Best of the Boardroom issue recognizes U.S. Latino and Latina business leaders who serve as corporate board directors. Michael currently serves as a board director of Emerald Expositions, the largest trade show organization in the U.S., and a $1.6 billion New York Stock Exchange-traded company. He also serves on the board of the Emma Bowen Foundation, which is dedicated to preparing minority youth for careers in media.
YOUR PRIVACY MATTERS
Your voice, your preferences and the power you yield as a consumer matters. It matters not only to the businesses that produce the products and media you consume, but it also matters to us. At Nielsen, we are committed to being responsible with the personal data we maintain and we are committed to protecting the privacy and security of the personal data we collect.