“We’re seeing a demographic revolution that is fundamentally changing the history of the US.' New Nielsen report shows that US Latinos have been able to harness their growing economic, social and political clout even amid 'trying times.'
As the youngest ethnic group in the country, Latinos are coming of age in a digital world, meaning they seamlessly leverage social media platforms and websites to both offer and seek recommendations in regards to products or services.They are more likely to visit websites or apps on their smartphones than on a computer or tablet and, compared with the general population, Hispanic consumers spend over one hour more each week on social-networking sites via these devices.
U.S. Hispanics think of their consumer habits as a community endeavor. Family, friends, and consumer reviews mostly influence Latinx consumers’ purchases. About 40 percent said their friends or neighbors are more likely to seek advice from them before making a purchase, over-indexing the general population by 10 percent.
“Latinos put more importance to these interactions online than any other group,” said de Armas. “So brands and companies should find ways to tailor their messages to fit this experience.”
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