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The growth and influence of the Hispanic consumer, coupled with increased social, pop culture and political clout of African-Americans, is transforming the American cultural landscape. Despite changing demographics, there is one national obsession that connects us all: digital. Digital inhabits every area of our lives today, transforming how we buy things as well as redefining content sharing, curation, delivery and consumption across entertainment, news, marketing and everyday human interaction.

Digital Lives 2018: A World of Digital ‘Everything’ through a Cultural Lens, a groundbreaking study by the trade group Hispanic Marketing Council (HMC) reveals that culture drives digital behavior regarding how information is shared, how on-demand content is consumed, and which platforms are chosen, permeating outside of in-culture spaces and across non-Hispanic white, Hispanic and non-Hispanic African-American segments. Presence in cultural platforms, in-culture ads on mainstream sites and organic diversity in social media and video content are some of the critical strategies that resonate across all audiences and increase brand engagement.

"This study alone is worth the HMC membership fee."
--Roberto Ruiz, Executive Vice President, Research, Insights and Analytics, Univision