Insights

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The current media landscape is a reflection of the evolving make-up of the U.S. Hispanic audience, who are not immune to the influences of the internet, social media, the proliferation of audio and video streaming and changes in lifestyle due to COVID-19. As such, Hispanic media consumption continues to evolve. Hispanic consumers are using an array of seemingly endless channel selections and digital/social media options that provide the many options for content; having all content creators fighting for the same audience engagement and time. Additionally, contradictory to the assumption of Hispanic assimilation into the mainstream, in the past couple of years, socio-political movements have also motivated Hispanics to be more attuned to their culture and language. Therefore, Spanish-language media continues to be relevant.
Download this POV on the evolving Hispanic media landscape to help you calibrate your media strategy.

As a way to show our appreciation toward our clients during this holiday season, we have created an infographic with cross-cultural insights leveraging data from several of our recent surveys such as our Cultural Mosaic 2.0 © and our Hispanic Music Quick Poll, Culturati © 2020. The infographic includes information broken out by cultural group as it relates to life priorities, holidays celebrated, ways in which consumers express their identify and alcohol consumption. The infographic also includes a spotlight on Hispanic, Black American and Asian consumers with information on specific foods consumed during the holidays, music preferences, and alcohol consumption broken out by the Culturati segments within each ethnic segmentation model.

Asians have been impacted by COVID-19 and this is reflected in changes to their lifestyle, media consumption and online shopping behavior. Download our infographic to see details on how COVID-19 has impacted the lives of Asians in the U.S. Additionally, infographic highlights areas of opportunity for various sectors based on changes in consumer behavior. The infographic shows data broken out by the four Culturati Asian segments compared to Total Asians, and it also includes highlights by Asian country of origin.

Generation Z (also known as Gen Z) is the youngest generation that is part of the workforce and is the largest generation to date. As such, their buying power will only increase over time. For this reason, it is vital to understand their shopper, media, and digital behaviors as well as what makes them unique in order to best reach them during this critical formative time for them. Our Gen Z infographic includes key information about events that have shaped Gen Z, their demographic makeup, connection to technology, brand affinity, shopper behavior and more.

Black Americans have been impacted significantly by COVID-19 and this is reflected in changes to their lifestyle, media consumption and online shopping behavior. Download our infographic to see details on how COVID-19 has disrupted the lives of Black Americans. Additionally, we highlight areas of opportunities for various sectors based on changes in consumer behavior. The infographic shows data broken out by the four Culturati Black American segments compared to Total Black Americans.

Hispanics have been impacted significantly by COVID-19 and this is reflected in changes to their lifestyle, media consumption and online shopping behavior. Download our infographic to see details on how COVID-19 has disrupted Hispanics’ lives. Additionally, we highlight areas of opportunities for various sectors based on changes in consumer behavior. The infographic shows data broken out by the four Culturati Hispanic segments compared to Total Hispanics.

Our insightful infographic that showcases the importance of holidays and breaks them down by Total Market vs. Multicultural consumers – and by attitudinal segments with these cultural cohorts. We also show the frequency of celebrating specific holidays and provide interesting trends from a 2017 survey. Understanding these trends will allow marketers to create campaigns around holidays that connect with the new total mainstream as well as design more effective targeted initiatives for multicultural consumers.

For the last couple of months, there has been a lot of information regarding the economic fallout of the COVID-19 pandemic and its impact on consumer confidence and behavior. Yet, information on U.S. Hispanics has been limited, particularly across Hispanic segments (since not all Hispanics are the same).

An Optimistic Financial Outlook Makes Hispanics Even More Lucrative Holiday Consumers than Non-Hispanics. As a valued partner, we are sharing some cultural insights as our gift to you this holiday season.

Everyone loves to find treats in their holiday stocking. As a valued partner, we are sharing some cultural insights as our gift to you this holiday season.

Sports are a popular form of entertainment for many people especially in the U.S. However, engagement levels are not the same across the board. You can better understand these nuances by leveraging Culturati’s Cultural Mosaic^TM Segmentation Model and Culturati’s Hispanic Segmentation Model. Download this infographic to learn more about how cultural differences impact sports engagement.

Changes in the economy, product landscape, and technology are driving Hispanic consumers to modify their shopping habits. This new information can help brand and shopper teams understand what shopper strategies will be most effective to generate incremental sales among Hispanic consumers.

Strong brand resonance is critical in today’s complex consumer environment and Culturati is committed to bringing you market trends and consumer insights to inspire stronger connections between people and brands. Take a look at this article that reveals Hispanic life priority shifts – it may spark some additional thinking on how to authentically connect with Hispanics.

Ice cream/frozen novelties are a food that is deeply rooted in Hispanic culture and fully enjoyed by U.S. Hispanics. Understanding certain nuances of their behavior in this category can help marketers win with these consumers. Download this POV to better understand how cultural connection to the ice cream category drives consumption.

Hispanic media consumption has evolved and is now composed by an array of seemingly endless channel selections, digital media options, and VOD that provide the many options for content- all fighting for the same audience engagement and time. Download this POV to learn how to better strategize, connect with and understand the Hispanic media landscape.

The U.S. Hispanic population and buying power are growing exponentially and it is important to understand these shoppers within their cultural context to uncover what really drives their purchase decisions. As this market grows, it is also transforming into more clearly defined shades of Hispanicity. Therefore, the need to further understand Hispanics from a beliefs and attitudes standpoint has become vital. Leveraging Culturati’s U.S. Hispanic Segmentation Model and additional quantitative and qualitative shopper insights, we developed a comprehensive and easy to use framework that enables an advanced understanding of the Hispanic shopper by looking beyond the numbers to reveal the values and cultural mindset that drive behavior, download this white paper to learn more!.

Healthcare is a personal and highly emotional category, therefore it is important for brands to demonstrate deep and empathetic cultural understanding when speaking to General Market and Ethnic consumers. Download this POV to learn about specific Hispanic and African-American cultural nuances in relation to healthcare that should be kept in mind when developing strategies and plans to reach these segments.

Using humor in advertising can be a great way to appeal to consumers, and this applies to U.S. Hispanic consumers as well. Download this Culturati POV to learn important information that will help you determine how to use this tactic effectively when targeting U.S. Hispanic consumers.

Cooking and baking are a big part of everyday life for U.S. Hispanic women. Download Culturati’s POV regarding this topic to learn about the following:

• Importance of Food & Cooking
• Approach to Meals & Snacking
• Approach to Ingredients & Shopping

Every year Culturati compiles information on the most important Hispanic/multicultural events in the top U.S. Hispanic cities. You can now download this comprehensive list for free!