BY Kathy Crosett
Are your accounts’ advertising tactics connecting with Hispanic consumers? Hispanics represent a growing economic force in the U.S. Marketers can find success when they appeal to the unique aspects of this group. And they must advertise in the media formats where Hispanics spend their time.
What Does the Hispanic Market Look Like in the U.S.?
With a spending power of $4.1 trillion in the U.S., Hispanic consumers represent a key target for marketers. And while Hispanic consumers comprise 19% of the U.S. population, many different market segments exist. For example, 7.5% of U.S. consumers speak Spanish according to AudienceSCAN from AdMall. In addition, Hispanics make up a bigger share of younger adults. In the U.S., nearly 25% of the 18–34-year-old age group identifies as Hispanic. In addition, Hispanics consumers wield more influence in specific geographic regions of the U.S. To see an in-depth profile of Affluent Hispanics in the West, check out AudienceScan.
Affluent Hispanics, those with household incomes of over $150,000, present opportunity for your accounts. 24% of these consumers are fluent in Spanish.
What Do Hispanic Consumers Purchase?
These consumers over-index in a number of categories for purchase intent when compared to U.S. adults. High-end wheels for cars/trucks is an important category, along with vehicle body painting/window tinting.
Paying for personal care services is also high on the list for many Affluent Hispanics. They are far more likely than other U.S. adults to pay for facials, body massage and manicure/pedicures.
The research also indicates that these consumers are optimistic about their personal financial situation. This data is reinforced by AudienceSCAN which finds that 24% of Affluent Hispanics say they are better off this year when compared to last year.
Which Media Formats Matter for Hispanic Consumers?
Social Media
13% are frequent social media video creators, and 26% call themselves early adopters of new technology. Nielsen data shows that “35% feel that shoppable ads are interesting and make shopping more convenient.”
And influencer voices matter. Nearly 48% of Affluent Hispanics have taken action after seeing an influencer post on social media. This compares to 29% of all U.S. adults.
Remind your accounts to allocate budget for social media in their marketing. They need to stay current, especially with Hispanics who are trendsetters. These consumers are over 100% more likely than all U.S. adults to buy products on Instagram.
Television
Nielsen researchers report that Hispanic consumers overall spend less time with media than other consumers. In addition, they are fans of streaming video content.
For all Hispanics, their TV viewing breaks out as follows:
- Streaming 55.8%
- Cable 12%
- Broadcast 18%
- Other 14%
Favorite Content
To reach Affluent Hispanics, your accounts should advertise during reality shows, home improvement shows and talent competitions.
In addition, these consumers are far more likely to be fans of soccer, including major league and Premier League/World Cup. While they are watching their favorite teams, your accounts can promote beer, sports drinks and energy drinks. Local recruiters for the Armed Forces can also make a solid pitch to Hispanic viewers of televised soccer matches
AI and Traditional Search
The U.S. Hispanic consumers are significantly younger than other U.S. adults. This may explain why they are open to new technologies. In particular, 38% of Hispanic consumers use ChatGPT or other AI tools for search. Only 19% of all U.S. adults do so. This data point suggests that you can help your accounts optimize their search efforts for AI results.
Purchase Motivators for Hispanics
Hispanics remain proud of their culture heritage. For advertisers to connect with these consumers, they must promote their products as prestigious and sophisticated. These purchase motivators score particularly high for Affluent Hispanics.
In addition, research by MRI Simmons points to the importance of pride in cultural heritage for these consumers.
“Advertising in Spanish matters to all Hispanics, even those who are English-dominant, and can drive purchase decisions.”
But the tone must be authentic and show an understanding of what matters to Hispanic consumers. Emphasizing Gen Z Hispanics’ role as that of helping their family achieve the American dream is important.
Image by Pavel Danilyuk on Pexels.
