Skip to content
News Center > Diversity

New Report Examines the Impact of Digital Technologies on the Lives of Latinx Consumers

5 minute read | August 2018

Hispanics’ online lives demand the attention of manufacturers, retailers and content creators

New York, NY — Aug. 28, 2018 — Today, Nielsen released Descubrimiento Digital: The Online Lives of Latinx Consumers, the second report in the company’s 2018 three-part diverse intelligence series focusing on the adoption and influence of multicultural consumers in the digital landscape. The report highlights how the digital usage of Hispanic consumers has amplified their influence on American culture.

Technology is transforming Latinx consumer behavior, from shopping to communication and media consumption. The report chronicles how these changes are informing society at-large and provides insights about how brands can better reach this important consumer group—the majority of whom were born or grew up in the internet age (60% versus only 40% of non-Hispanic Whites, according to the report). This means today’s Hispanic consumers didn’t transition to the internet; they were raised with it.

“The combination of relative youth, demand for cultural connectivity and accelerated digital fluency has positioned the Latinx community as cultural trendsetters,” remarked Stacie de Armas, Vice President, Strategic Initiatives & Consumer Engagement at Nielsen. “Technology has fundamentally changed the consumer experience for the Latinx community, who are making digital gains and advancements at a faster rate than the total market. This, combined with cultural behaviors, has created important differences in the way today’s Hispanics digitally communicate, inform, shop, consume content and mobilize for social justice.”

Nielsen’s Diverse Intelligence Series, which has become a leading industry resource, is aimed at helping marketers better understand and reach diverse consumers through data-driven insights. Descubrimiento Digital showcases demographics of the Hispanic population, including its relative youth, longer life expectancy, larger multigenerational households and its purchase and media preferences. One preference, for instance, is a favorable regard for socially-conscious brands and social networking.

“Digital spaces create opportunities for brands to authentically engage Hispanic consumers,” said Lillian Rodríguez-López, co-chair of Nielsen’s Hispanic/Latinx Advisory Council, and Vice President, Public Affairs and Communications at CC1 Companies. “Nielsen’s long term commitment to illustrating the market potential of diverse consumers is equally a commitment to the long-term sustainability of their clients’ businesses. Leveraging digital to establish relationships with us today will have a lasting bottom line impact for businesses well into the future.”

Highlights of Descubrimiento Digital: The Online Lives of Latinx Consumers include:

The Hispanic youth phenomenon means connecting with Latinx consumers in culturally relevant ways is imperative for brand survival and growth.

U.S. Hispanics’ relative youth and digital proclivity make them pacesetters for technology trends.

Given the majority of Hispanics raised in the internet age, the web is their go-to resource for just about everything with social media of particular value.

Hispanics are motivated to buy online through deals and word-of-mouth reviews and regard digital advertising favorably. 

For more details and insights on the report, download Descubrimiento Digital: The Online Lives of Latinx Consumers.

About Nielsen’s Diverse Intelligence Series

In 2011, Nielsen launched the Diverse Intelligence Series, a robust portfolio of comprehensive reports which focuses solely on diverse consumers’ unique consumption and purchasing habits. The series has become an industry resource to help brands better understand and reach ethnic customers. To learn more about Nielsen’s Diverse Intelligence research series, visit

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit


Mia Scott: 646.654.5459; mia.scott@nielsen.comAna Echenique: 786.347.4756;