Marketers Targeting Latinas via TV and Social Media

Poised to increase their share of the U.S. population from 17% to 23% in the next 20 years, Hispanics, in general, will latinaremain a major market force. At the same time, Latinas appear to be on a similar socio-​economic track with their white counterparts. These women are making significant gains in education and employment. This trend gives them increasing control over the $1.2 trillion in Hispanic buying power. Marketers ignore this demographic at their own risk according to Nielsen’s Latina Report 2013.

In promoting their products, marketers have struggled over whether to address this audience in English or in Spanish. Currently, the Latina market breaks out linguistically as follows:

  • Spanish dominant 34%
  • Equal Spanish/​English 34%
  • English dominant 32%

Analysts recommend marketing to these women in both languages in order to reach the broadest possible consumer group.

As more Latinas gain economic stability, analysts believe they’ll boost their spending on the kinds of products associated with  middle-​class life. In the next several years, marketers who are selling education, new homes and investments will find a ready audience in the Latina community. These shoppers are also looking for new diets, women’s fragrances, and men’s toiletries.

Latinas watch about  two hour and 15 minutes of English TV programming and another hour and  45 minutes of Spanish TV programming every day. They are also avid social media users. For the most part, these women maintain connections with other Latinas. These strong social bonds combined with Latina TV viewing, can help advertisers expand the reach of their promotions.

To learn more about English-​Speaking Hispanics, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.