Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "hispanics"
- Among the biggest takeaways in new report: Cultural relevance boosted purchase intent up to 25%, and brand opinion by up to 50%.
- New research reveals how brands like Google and Dove are tapping cultural richness, blending heritage and modernity.
- Hispanic adults born outside the United States have much more varied habits for news consumption.
- A new analysis from Collage Group points to a 364% increase in the multiracial population in the last ten years.
- U.S. Hispanics can find a broader range of programming through a connected device such as a smart TV.
- A new report focuses on the fast-growing -- and changing -- economic power of the U.S. Latino market.
- The portion of U.S. consumers who say advertising accurately represents Black people has steadily declined in recent years, according to a survey by Dentsu. Declines were seen among different racial and ethnic groups.
- An in-depth study the IPG Mediabrands agency conducted with audio giant SXM found culturally relevant audio ads outperform general market ones.
- Netflix and YouTube are the most popular streaming services among Spanish-speaking consumers in the U.S.
- Hispanic consumers make up 23.2% of the Millennial population in the U.S. By 2028, Claritas predicts, nearly 50% of the combined Gen Z and Millennial American population will be Hispanic.
- The survey suggests White, Hispanic, Black and Asian-American consumers respond to economic conditions in very different ways. Marketers should avoid politically framing messages that appear in ads or social media and search related to the national economy, inflation or recession, says David Evans, content, product and solutions lead at Collage Group.
- Consumers are showing signs of disillusionment with the power of media to shape social norms.
- Emails were sent more to Whites than to Blacks, Hispanics and Asians, Pew Research reports.
- GlobalWebIndex this morning unveiled a new "mobile-first" panel enabling it to survey enhanced demographics such as gender identity and sexual orientation for the LGBTQ segment of the U.S. population, among other things, as part of an ongoing effort to expand the representation of cultural identity, race and ethnicity in its massive consumer database.
- Millennials are the group most targeted by fraudsters in COVID-19 scams, and telecom, ecommerce and financial services have been the most affected industries. Knowing this can help advertisers plan out their campaigns from search to television.
- Media buyers shouldn't assume that Hispanics make up a monolithic audience that consumes only Spanish-language content, according to digital agency H Code.
- Pew Research projects 32 million Hispanics will be eligible to vote in 2020 -- just over 13% of all eligible U.S. voters. Noticias Telemundo has revamped its political coverage to help reach them.
- Hispanics are more likely to seek input from friends and family, and many find shopping relaxing.
- Ethnic minorities represent nearly 40% of the U.S. population, yet multicultural media spending makes up only 5.2% of the U.S. marketing industry, according to findings of the just-released "U.S. Multicultural Media Forecast 2019" from the Association of National Advertisers. Conducted by media industry economic tracker and forecaster PQ Media for the ANA's Alliance for Inclusive and Multicultural Marketing (AIMM), the report reveals that overall multicultural advertising and marketing spending totaled $25.9 billion in 2018.
- Going through a U.S. repositioning, Rimmel discovered its highest-volume customers weren't Caucasian or blonde, but Hispanic or African American,
- Amid so much uncertainty, building confidence was going to be important. Kimball Wilkins' team created an internal brand line, "Never stop."
- Be the Match's objective going into 2019 is to determine the optimal size and composition of the registry and launch a campaign that expedites that level of quality participation.
- Technology is transforming Latinx consumer behavior from shopping to communication and media consumption, according to :Descubrimiento Digital: The Online Lives of Latinx Consumers,"
- When looking at Hispanic TV homes in the U.S. exclusively, about 61% of their residents have watched at least six minutes of a soccer game, according to Nielsen.
- Hispanic spending has continued to rise despite negative political rhetoric. Energy BBDO has identified an opportunity for brands to forge a bond with this significant market.
- A new custom data set can be segmented between linguistic preferences to better understand the complexity and nuances of Spanish-speaking Hispanics and bilingual Hispanics.
