Latinos Are Transforming Cultural Connections During COVID-19

 

POSTED ON Aug 12, 2020

 

As COVID-19 news and health information began to dominate our lives, the mobile phone became a mainstay of connectivity. According to a new study, the smartphone serves as a conduit for Latino essential workers to stay in touch with their families, networks, and trusted information sources.

Nielsen’s latest “Diverse Intelligence Series consumer report, explores how the Latino community is connecting through the pandemic.  The study found that 98% of the total U.S Hispanic population spend over 30 hours a week on a smartphone.

“The Latino community has long exhibited an out-sized use of digital connections,”  said Stacie de Armas, senior vice president of strategic initiatives & consumer engagement. “As a result of the circumstances of COVID-19, Latinos intensified their use of digital platforms to a greater degree, including use of social media and content channels such as TV and radio to inform, communicate, share experiences and seek support.”

The report demonstrates how trusted influencers, brands, and media are leveraged to keep Latinos engaged, entertained, but most importantly, informed.

“Hispanics rely upon their physical and digital networks as conduits of information, underscoring the interdependence of collectivism and social networks. These networks serve more than just a social appetite; they serve as the conduit of trust, truth and cultural connection,” said Stacie de Armas.

As one of the groups to feel the disproportionate effects of job loss and health impacts during the COVID-19 pandemic, Latinos have come to rely on media and social channels more than ever to educate, inform, and entertain.

And although this group continues to face significant challenges, they are tapping into their collectivist culture and virtual social networks to stay connected, weathering the storm by tapping into their resilient roots.