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![]() They also tend to watch more videos online on their smartphones and are avid watchers (and subscribers) of streaming platforms such as Netflix, Amazon Prime and Hulu. While Hispanics own smartphones in similar proportions to the rest of the population, they spend, on average, two hours more per week on their mobile devices. Hispanic users spend nearly 10.5 hours per week using the internet on their smartphones, compared to the overall average of 8.4 hours. It’s also important for brands to transmit elements of Hispanic culture through their advertising, even if it’s in English, because it makes individuals feel that the brand understands them and their cultural backgrounds.ĥ. In a survey, about 56% of Spanish-speaking Hispanics said that they were more loyal to companies that advertise in Spanish, which underscores the need for brands to connect with Hispanics in their own language. More than half of the respondents said that they use English online, even if they generally spoke Spanish at home.īut just because Hispanics are consuming content in English doesn’t mean brands shouldn’t be making the effort to incorporate Spanish into their ad campaigns. Interestingly, research has found that even Spanish-dominant speakers are more likely to use English when conducting searches or consuming content online. One of the biggest challenges that advertisers face when trying to reach bilingual Latino audiences is figuring out which language to reach them in. 44% of Hispanics say they only consume online content in English. Digital’s share of the marketing budget for Hispanic audiences did increase by 2.6% between 20, but there is still a huge opportunity for leading brands to position themselves as pioneers in the digital space before others begin to muscle in.Ĥ. That being said, in 2015, brands spent over $6 billion marketing to Hispanics on TV alone, which is interesting considering most advertisers elsewhere are shifting budget to digital channels. As eMarketer points out, there's a disparity between the proportion of ad spend allocated to Hispanic media and the number of Hispanics living in the U.S. The amount of total ad spend brands have invested in Hispanic media has been rising in the past few years, but not enough. While it’s too early to begin marketing to the youngest groups now, brands should be aware of the implications that the growing strength of the Latino population will have on pop culture, advertising standards and perhaps even the language being used in ads.ģ. Latino population is young also affects how brands reach out to them. ages nine and under are Hispanic, further underscoring the growing demographic importance of Latinos. To break that down even further, 25.8% of all children in the U.S. Hispanic population is under the age of 29. This is in line with the fact that immigration to the United States from countries such as Mexico is declining - a trend which, if it accelerates, will have definite repercussions on the way that brands reach Hispanic consumers.Ģ. Another interesting thing to note is the fact that a little over a third of Latinos were born outside of the United States, a number that is lower than its peak of nearly 40% in 2000.
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