What: A summary of the most relevant consumer insight research in the US, US Hispanic and Latin American markets.
Why it matters: If you're trying to keep up with the latest happenings, this is your one-stop shop.
- According to the latest IRI® Consumer Connect survey, even though 55% percent of US households say their financial health is good, CPG unit sales growth is anemic and the non-food sector is struggling even more. 64% of Hispanics said their savings had declined during their past year.
- A recently-released report by eMarketer titled “Ad Targeting 2018: Households, Individuals or Both? Why a Blended Approach Is Often the Answer” shows that ad targeting, and specifically more advanced forms such as cross-device targeting, is top of mind for marketers. The Interactive Advertising Bureau (IAB) and Winterberry Group found the greatest portion of US senior marketing professionals surveyed between December 2017 and January 2018 cited cross-device audience recognition as the marketing topic that will command most of their attention this year.
- NPDs Retail Tracking Service shows that US retail spending on general merchandise categories at brick and mortar rose 8% in Q1 2018, compared to Q1 2017, outpaced by increases in the top 20 Hispanic core-based statistical areas (CBSAs) which showed 12% growth during the same period.
- According to Nielsens Fanlinks survey data, podcasting saw a significant growth in engagement from 2016 to 2017. In the fall of 2016, 13 million homes identified as “avid fans” of podcasts, while by the fall of 2017, the number of homes that consider themselves “avid fans” soared to 16 million.
- Researchers from Yales School of Management conducted a study where they examined how changing the sequence of choices might affect a customers purchasing decisions. 84 participants were asked to choose a sofa set, selecting either color first and fabric second or the reverse. Then they were asked to type a description of the product. The researchers found that in these descriptions, participants tended to emphasize whichever trait they selected first.
- The WFA recently found that two in three brands intend to increase their influencer spend this year even though 95% of respondents are afraid of fraud. The same article reveals new research from CampaignDeus shows one in eight Instagram influencers has bought followers in the past six months.
- comScore, Social Studio and Shareablee shared an analysis about World Cup engagement online in Latin America. They found that Latin Americans were most active on Facebook; Coca-Cola and Adidas were the most-mentioned sponsors, and Brasil was the country with most mentions throughout the tournament.
Janet Grynberg @grynberg_janet – Feature, Brand Marketing, Latin America, US Tags: Brand Marketing Research, comscore, eMarketer, IRI, multicultural marketing, nielsen, NPD, us hispanics, WFA, Yale 
Janet Grynberg @grynberg_janet
Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.
