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). Descubrimiento Digital showcases demographics of the Hispanic population, including its relative youth, longer life expectancy, larger multigenerational households and its purchase and media preferences. 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.

• Hispanics have younger median age (27 vs. 42 for non-Hispanic Whites) and longer life expectancy (82 vs 78.7 for non-Hispanic Whites), meaning they have 18 more years of effective buying power than non-Hispanic Whites.

• Fifty-seven percent of Hispanics agree they are more likely to purchase brands that support a cause they care about (over-indexing non-Hispanic Whites by 9%), and 43 percent agree they expect the brands they buy to support social causes (over-indexing by 26%).

For the full report, visit www.nielsen.com.