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Produ + Horowitz Thought Leadership: Mariela Cufre
23 de febrero de 2026
Mariela Cufre, Sr. Director of Research, Horowitz Research a Division of M/A/R/C Research
We’re kicking off another year with our thought leadership collaboration between Horowitz Research and Produ, spotlighting the voices behind data shaping today’s media and advertising landscape.
Our first feature of 2026 highlights Mariela Cufre, Sr. Director of Research at Horowitz. With deep expertise in multicultural and Hispanic consumer insights, Mariela brings a strategic perspective on how shoppable media is transforming the way brands connect with Latinx audiences and why advertisers and media companies must rethink how commerce integrates into the content experience.
At Horowitz Research, our mission is to uncover how diverse audiences engage with media, advertising, and technology. Recent findings from our State of Media, Entertainment & Tech: Advertising in a Digital World FOCUS Latinx 2025 study reveal that 58% of Latinx consumers now use social media as a primary discovery channel for brands and products, signaling a powerful shift in how influence turns into conversion.
The Power of Social Commerce Among Latinx Consumers
By Mariela Cufre, Sr. Director of Research, Horowitz Research a Division of M/A/R/C Research
A total of 58% of Latinx consumers agree that social media has become a primary way for them to find out about new brands or products (higher than Total Market at 50%). Moreover, half of Latinx consumers have purchased something through a social media platform in the past month, most often from TikTok shop (both also higher than Total Market).
The rapid growth of shoppable media over the past few years is something that media brands and advertisers cannot afford to overlook. Commerce is increasingly embedded within the media experience itself, and consumers now have the opportunity to discover and purchase products they otherwise may not have encountered, directly within the platforms they already use.
Shoppable media, be it through social media shops, QR-enabled content, or interactive video ads, has shortened the path to purchase by turning attention into action, allowing consumers to shop for products the moment their interest is piqued, often without even leaving the platform.
This is not only changing the way products are advertised, but also how consumers shop, what they shop for, and when and how they make purchasing decisions. As consumers’ expectations evolve, brands must move beyond traditional awareness strategies and rethink how commerce is integrated into the media experience. Meeting audiences where they are now requires seamless user experiences, culturally relevant engagement, and frictionless paths to purchase that turn attention into measurable action.
About Mariela Cufre
Mariela Cufre is responsible for supervising and coordinating all aspects of both qualitative and quantitative research for Horowitz. A native of Córdoba, Argentina, Mariela is fully bilingual and has an expertise in Hispanic research. Her work has helped clients underline opportunities to improve brand/corporate image and has shed light on the nuances of consumers’ lifestyles and family dynamics that are at the core of why people do what they do and buy what they buy. Mariela is a seasoned bilingual qualitative researcher and has conducted hundreds of focus groups, IDIs, ethnographies, and usability sessions across a wide variety of industries, including media, CPG, hospitality, and beauty.
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