Technology has fundamentally changed the Latinx* consumer experience. Hispanic consumers own devices and use digital platforms at a higher rate than the total market, creating behavioral differences in how they communicate, shop, consume content and mobilize for social justice. According to Nielsen’s recently released Descubrimiento Digital: The Online Lives of Latinx Consumers report, the combination of the relative youth of the Hispanic community–-and the preference for culturally nuanced and representative content—puts Latinx consumers at the nexus of setting trends and influencing the mainstream.

In the latest episode of Nielsen’s On the Record, Stacie de Armas, VP, Strategic Initiatives and Consumer Engagement, joins Andrew McCaskill, SVP, Global Communications and Multicultural Marketing, to discuss  the cultural drivers of Latinx digital consumption. Stacie also delves into ways that companies can forge authentic connections with Latinx consumers by developing messaging that speaks to the diverse experiences of U.S. Hispanics. 

*닐슨은 라틴계라는 용어를 특정되지 않은 성별을 의미하는 용어로 사용합니다. 이번 결정은 여성, LGBT+ 및 비이성애 히스패닉을 더 많이 포용하고 소셜 미디어와 학술적 글에서 이 용어의 인기가 높아지는 것을 반영한 것입니다.