Marketers to Focus on Generations in Hispanic Promotions

In only one decade, Hispanics in the U.S. increased from 13% to 16% of the population.  By 2015, these hispanicsgenerationsconsumers are expected to wield spending power of up to $1.5 trillion. Marketers are striving to find the right strategies to reach these consumers and, in some cases, this means targeting Hispanics by generation.

Data compiled in the Yahoo/​Mindshare, Ethnicity in the Digital Age: Marketing to Hispanics report indicates that the connection these consumers feel to their ethnic heritage is linked to their generational history in the U.S. Hispanics say they belong to the following generations:

  • First: 40%
  • Second: 29%
  • Third: 31%

Nearly 3 out of 4 Hispanics in the first generation look for content in their native language. Well over half of these consumers also pay attention to messages that target their ethnicity, especially in the  beauty/​cosmetics, apparel/​home goods, automotive, and tech/​mobile phone categories. About 61% of first-​generation Hispanics pay will buy products that target their ethnicity.  But attitudes change for the second-​generation Hispanics. Only 28% will purchase products which are promoted through advertising that emphasizes their ethnicity.

Marketers should be careful to avoid stereotyping Hispanics in promotional messages. At the same time, they should know that these consumers, more than Asians, nurture their ethnicity. The following percentages of Hispanics engage in these specific activities:

  •  Expose their children to their ethnicity: 61%
  • Get in touch with their own ethnic identity: 56%
  • Participate in activities and traditions that celebrate their ethnicity: 66%

To learn more about Hispanics, check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

[Source: Moses, Lucia. Nearly Half of Second-​Gen Hispanics Feels Like Ads Don’t Target Them. Adweek​.com. 15 May 2013. Web. 29 May 2013] 
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.