5 tips to reach Hispanic consumers

Hispanic consumers continue to be one of the most important demographic groups in the U.S.

This young and rapidly growing cohort is driving population growth: The number of Hispanic Americans is expected to grow by 7.7 million people by 2026, according to the U.S. Census Bureau. They’re also driving restaurant industry traffic and dollars spent, according to The NPD Group/CREST Hispanic via Univision Communications.

“Hispanics consistently have higher average eater checks across QSR, midscale and casual dining,” said Peter Filiaci, vice president of strategy and insights for Univision. “And what seems to have most captured the attention of marketers is that Spanish-dominant Hispanics have even higher average eater checks than Hispanics overall.”

While many restaurant chains are already marketing specifically to Hispanic consumers — both Spanish- and English-dominant speakers alike — how can you make sure your message resonates with them? Here are five key trends to consider:

1. Be specific. The Hispanic demographic group has members of many different cultures, stages of acculturation, ages and language preferences. Your target audience will inform the campaign you craft. For instance, if you want to reach Millennial Hispanic consumers, develop a digital or mobile campaign. Spartanburg, S.C.-based Denny’s did just that by meeting these consumers where they live, on social media, by creating a Denny’s Latino Facebook page. The strategy makes sense: 68 percent of all Hispanic consumers use some kind of social network, compared with 58 percent of non-Hispanic consumers, according to several studies cited by Denny’s. “While Hispanics represent approximately 17 percent of the U.S. population, the Hispanic market represents nearly one third of our customer base, and is one of the fastest-growing customer segments for Denny’s,” said John Dillon, Denny’s CMO.

2. Talk the talk. Not all Hispanic consumers speak Spanish, but the language is still a foundation for connecting with their culture. Eighty-seven percent of Hispanic consumers, including both Spanish- and English-dominant speakers, say they appreciate businesses that communicate with them in Spanish, according to Kantar Futures via Univision Communications. And 73 percent of Hispanic consumers say more advertising should be specifically directed at their demographic group. Having Spanish-language marketing materials and hiring Spanish-speaking staff can go a long way towards building a long-lasting relationship with Hispanic consumers. “We have to make it easy for [Hispanic consumers] to have a menu that they can read,” said NPD foodservice industry analyst Bonnie Riggs. “That makes them feel like you want them in your restaurant … and that’s going to get them to come to your restaurant more often. That’s a competitive point of difference in attracting these folks.”

3. Bigger is better. Hispanic consumers tend to visit restaurants in larger groups than non-Hispanic consumers, and family is a priority. Hispanic consumers dine with their children during 42 percent of restaurant visits, compared with 30 percent of the time for non-Hispanic consumers, according to The NPD Group. “While value and convenience are certainly important to all consumers, in terms of driving trial, they seem to be more important to non-Hispanic consumers, while ‘being a fun place to take your family’ and ‘a place where your kids want to go’ are among the top trial drivers for Hispanics,” Filiaci said. Hispanic consumers also tend to opt for dine-in options, so while you beef up your delivery program, make sure not to neglect dining areas, and make them appealing to larger groups. And don’t forget family-friendly options like a thoughtful kids’ menu.

4. Spice it up. As the size and influence of the Hispanic consumer group has grown, so has its impact on the flavors many restaurants offer. “The growing Asian and Hispanic populations in the U.S. have introduced new flavors into the American diet, and many of these flavors are now mainstays in our kitchens and on menus,” said Ann Roberts, vice president of The NPD Group’s SupplyTrack, in a press release. The dollar amount of spices and seasonings shipped to restaurants and foodservice outlets from broadline distributors rose 7 percent year over year, according to NPD’s SupplyTrack. For instance, the amount of chili peppers, including habanero and others common in Latin cuisine, shipped to restaurants increased 12 percent. And more flavors popular with Hispanic consumers are gaining popularity, such as hibiscus and dragon fruit. The impact is being felt across all consumer groups, with 75 percent of American adults saying they are open to trying new foods, according to NPD.

5. Think ahead. Hispanic consumers are increasingly concerned with the freshness and the quality of food served at restaurants, as well as food that is considered environmentally friendly and socially responsible, according to Filiaci. “This is probably not surprising given that the Hispanic population skews so much younger, with a median age more than 10 years younger than the non-Hispanic population,” he said.

 

Source: http://www.nrn.com/consumer-trends/5-tips-reach-hispanic-consumers


Is The U.S. Hispanic Market A Growth Market?

U.S. Hispanic Market

The Hispanic market has traditionally been defined by most marketers as the growing population of foreign-born immigrants in the U.S. who have emigrated from Spanish-speaking Latin American countries (mainly Mexico, Central America and the Caribbean).

While the market definition has generally expanded during the last 10-15 years to include native-born second- and third-generation Hispanics, the “core” Hispanic market has been characterized by the unacculturated and partially acculturated Latin American immigrants who have represented separate and distinct market opportunities for companies to reach and sell to. The defining characteristic of this market has been the growth and use of Spanish language media and advertising, predominantly consumed by this “core” Spanish-speaking immigrant consumer.

Over the last 30 years, the Hispanic market has exploded, growing from 14.8 million in 1980 to 55 million in 2014, according to Pew Research, but 55% of that growth was driven by immigration in the 1980s and ’90s that exceeded U.S. births. However, around 2004, immigration into the U.S. by Hispanics started a steady decline. In 2016, only 28% of the roughly 1 million annual immigrants into the U.S. were Hispanic. Starting in 2010, Asian immigration started to outpace Hispanic immigration.

COMMENTARY

Is The U.S. Hispanic Market A Growth Market?

The Hispanic market has traditionally been defined by most marketers as the growing population of foreign-born immigrants in the U.S. who have emigrated from Spanish-speaking Latin American countries (mainly Mexico, Central America and the Caribbean).

While the market definition has generally expanded during the last 10-15 years to include native-born second- and third-generation Hispanics, the “core” Hispanic market has been characterized by the unacculturated and partially acculturated Latin American immigrants who have represented separate and distinct market opportunities for companies to reach and sell to. The defining characteristic of this market has been the growth and use of Spanish language media and advertising, predominantly consumed by this “core” Spanish-speaking immigrant consumer.

Over the last 30 years, the Hispanic market has exploded, growing from 14.8 million in 1980 to 55 million in 2014, according to Pew Research, but 55% of that growth was driven by immigration in the 1980s and ’90s that exceeded U.S. births. However, around 2004, immigration into the U.S. by Hispanics started a steady decline. In 2016, only 28% of the roughly 1 million annual immigrants into the U.S. were Hispanic. Starting in 2010, Asian immigration started to outpace Hispanic immigration.

Source: Pew Hispanic

Looking ahead, the percentage of Hispanic immigration is forecast to decrease steadily to 26% and potentially drop down below 25% by 2020, Pew found. This could trend even farther downward considering the current political environment in the United States.

So, while new Hispanic immigration into the U.S. is still forecast to top 250,000 per year, another trend, reverse immigration, primarily among Mexicans returning from the U.S., is forecast to continue at levels of approximately 200,000 per year. The result is that net Hispanic immigration into the U.S. will be anemic at best, with growth rates of less than 0.4% per year or less than 80,000 per year. This is not a growth market.

While geopolitical and economic factors may change this trend, the next five years look bleak for “core” Hispanic market population growth in sharp contrast to the go-go ’80s and ’90s when the market grew rapidly.

Overall, the U.S. Hispanic population is forecast to grow, but that growth will come primarily from U.S. births. Which leads to a critical question: Is this U.S.-born Hispanic market a separate and distinct market from the foreign-born immigrant Hispanic market? This question goes to the heart of the future of Hispanic marketing. I would argue that this U.S.-born, acculturated Hispanic is separate and distinct and the strategies and tactics that worked for marketing to immigrant Hispanics the last 30 years will not work for native Hispanics.

The numbers paint a very clear picture: there are two Hispanic markets — one that is stagnant and aging and one that is growing and getting younger. As I’ve argued numerous times over the years, the old way of Hispanic marketing is becoming irrelevant. A new way forward is required to address this new vibrant market. A new Hispanic market requires a new approach to Hispanic marketing.


Bank of America study shows continued confidence among Hispanics

Hispanic-owned small businesses remain one of the fastest-growing segments of the small business economy, creating jobs and growing revenue. Read on for highlights from the 2018 Bank of America Hispanic Business Owner Spotlight, a survey of 394 small business owners (SBOs) across the country.

Confident about growth

Survey respondents expressed confidence about the economic environment, their business outlooks and opportunities for growth in 2018.

  • 60% expect their local economy to improve in the year ahead, and 67% think the same of the national economy.
  • 71% expect their revenue to increase in 2018, 37% plan to hire, and 26% intend to apply for a loan.
  • 77% plan to grow their business over the next five years.
  • 65% believe Hispanic SBOs face unique business challenges compared to non-Hispanics, although many feel their heritage has been an advantage.
  • 88% believe the Hispanic small business environment will strengthen in the next 10 years.

Hispanic SBOs lead stats in social media usage

The Spotlight also revealed that Hispanic SBOs rely more on digital tools and social media than the average small business owner.

  • 93% of Hispanic SBOs use digital tools in the day-to-day running of their business (vs 74% of SBOs on average), including 50% who use digital banking.
  • 76% rely on social media to help run their business (vs 41% of SBOs on average), primarily using it for the following:
    • Marketing (78%)
    • Networking (76%)
    • Sharing updates with customers (74%)
    • Hiring employees (57%)
  • 53% say social media has had a positive impact on their business' bottom line (vs. 30% of SBOs on average).

Hispanic SBOs leverage digital tools, social media to fuel success. You should too.

Google research identifies Hispanics as being ahead of the curve when it comes to digital technology. They lead the general population in terms of adoption of new devices, are “power users” of mobile and over-index in video consumption.* The 2018 Hispanic Business Owner Spotlight uncovered ways in which forward-thinking Hispanic SBOs use technology to successfully run their businesses, reach new customers, and hire employees.

Read the complete 2018 Bank of America Hispanic Business Owner Spotlight

Bank of America Hispanic Business Owner Spotlight

GfK Public Affairs and Corporate Communications conducted the Bank of America Hispanic Business Owner Spotlight survey between August 8 and September 28, 2017 using a pre-recruited online sample of Hispanic and non-Hispanic small business owners. GfK contacted a national sample of 1,013 small business owners in the United States with annual revenue between $100,000 and $4,999,999 and employing between 2 and 99 employees, as well as 394 interviews among Hispanic small business owners, 149 of whom were primary Spanish speakers. The final results were weighted to national benchmark standards for size, revenue and region, and, for the Hispanic augment, whether the respondents were primarily English-speaking or Spanish-speaking.

*Source: Your Next Big Opportunity: The U.S. Hispanic Market, Lisa Gevelber / Jul 2014 I Mobile, Video, Consumer Insights
https://www.thinkwithgoogle.com/consumer-insights/us-hispanic-market-digital/

 

Source: 2018 Bank of America Hispanic Business Owner Spotlight
https://smallbusinessonlinecommunity.bankofamerica.com/community/hispanic-owners-report

Source: http://sbbankers.bankofamerica.com/newsletter/March-2018#article-1


Hispanic community continues to drive homeownership growth

The Hispanic community continues to drive homeownership growth in the U.S., according to the latest State of Hispanic Homeownership report released by the Hispanic Wealth Project and the National Association of Hispanic Real Estate Professionals.

The Hispanic homeownership rate of 46.2% for 2017 showed an increase of 0.2% from 2016’s rate, leading Hispanics to become the only demographic to have increased their homeownership rate for the last three consecutive years.

Over the past decade, non-Hispanic whites have lost 1.9 million homeowners and were the only demographic to experience a net loss over this period of time.

The surge in Hispanic homeownership rate can be contributed, in part, to the exploding population growth. Currently the country’s 58.6 million U.S. Hispanics account for more of the population growth than any other demographic.

What’s more, Hispanics accounted for 265,000, or 28.6%, of total U.S. household formations in 2017. Hispanics are even projected to lead U.S. household growth, adding 6 million additional Hispanic households by 2024.

Hispanic households also have larger sizes at 3.25, the largest household size in comparison to all other U.S. racial and ethnic demographics. This larger size can be contributed to factors such as multigenerational living, an emerging trend HousingWire explored in the February magazine.

However, despite all of these positive trends, Hispanics still face several challenges when it comes to owning a home.

The report shows that more than half of the country’s Hispanic population continues to be located in California with 15.3 million, Texas with 10.9 million and Florida with 5.1 million.

And it is this concentration that hurt Hispanic homeownership growth in 2017. The map below shows 2017’s natural disasters including the hurricanes and California wildfires hit the hardest in areas with heavy concentrations of the Hispanic population.

Click to Enlarge

Hispanic homeownership

(Source: California Department of Forestry and Fire Protection, Federal Emergency Management Agency, U.S. Census Bureau)

Another factor hindering Hispanic homeownership growth was affordability. The largest home price gains in 2017 were in California, Idaho, Nevada, Utah, and Washington, all of which, coincidentally, have substantial and growing Hispanic populations.

Immigration and, more specifically, deportations have also played a major role in the state of the Hispanic homeownership rate. Interior enforcement increased dramatically for the year ending in September 2017, with ICE reporting an increase of 36% for interior removals. Over that same period of time, administrative arrests by ICE also increased by 42%.

What’s more, with the Deferred Action for Childhood Arrivals program under threat, and no deadline in sight for a resolution, many DACA recipients will hold back from buying a home due to the uncertainty, the report states.


Stanford Study: Latino Startups Are Growing In Numbers But Are 'Underbanked'

Latino Startups

An annual Stanford study — known as the State of Latino Entrepreneurship — arrived this year with its usual mix of good news and bad news for Latino entrepreneurs and their supporters.

The good news: the growth rate of Latino businesses in the US continues to outpace that of other groups.

The bad news: as in previous years, the Stanford study reported that a disproportionate few of those Latino businesses are growing beyond the $1 million annual revenue mark, the Stanford threshold for a “scaled business.”

The delta — the difference — between what Latino-owned businesses (LOBs) earn and what other businesses earn is now a whopping $1.47 trillion opportunity gap. Closing that gap — a potential boon to the overall American economy — is the mission of the Stanford Latino Entrepreneurship Initiative (SLEI), a collaboration between Stanford University and the Latino Business Action Network (LBAN).

There’s nothing new in these two opposing storylines; I’ve been writing about them for several years. But this year’s report has a data point that I believe is newsworthy because it helps to explain the delta. Despite rapid growth — especially among women and millennials — Latino entrepreneurs are less likely to seek support from banks and other mainstream financial institutions than their non-Latino peers.

This is a problem … and maybe an opportunity.

Stanford Latino Entrepreneurship Initiative (SLEI)

Annual gathering at Stanford (2018)

Funds to launch a business

As a Latino business owner myself,  and as an advisor to several Latino-led startups, I have been compelled — forced, in fact — to think about bank loans at various stages in the evolution of a business.

Typically, for Latinos, a business is launched with personal savings and/or loans from friends and family. What’s the impact on LOBs? The Stanford study found that “Latinos bear more personal financial risk in starting their businesses,” noting that “among employer firms, only 12 percent of Latino firms secure bank loans, compared to 18.4 percent for white, 15.3 percent for Asian, and 14.2 percent for black-owned firms.” At the start of a business, a line of credit — however small — can help ease the pain in a number of areas, including cash flow, which can accelerate a firm’s ability to stabilize and compete. Not only are Latino entrepreneurs assuming more personal risk than others, they may also be taking on more business risk by maturing too slowly.

Funds to grow a business

But it doesn’t end there. The study found that LOBs that are established have a preference for borrowing “hard money” — loans that are secured by real estate — rather than bank loans based on good credit. As the Stanford study noted, hard money can be expensive, with interest ranging “from 12 to 18 percent. In contrast, interest rates for the average bank loan range from 4 to 13 percent.” But Latinos are also less likely to seek other types of “external funding” for growth — lines of credit, seed funding, VC money — which could impact the viability of their firms. “The low levels of funding across all funding types for Latino entrepreneurs, and especially those from institutional sources, is a real concern as we know that leveraging external sources of funding is key to sustained growth among businesses,” said Marlene Orozco, a research analyst for SLEI and co-author of the report.

Fintech addresses a cultural challenge

Which brings me to another good news/bad news scenario in this year’s report.

Latina-owned businesses — yes, women-led businesses — are growing at a fast pace; there’s been more than 87 percent growth between 2007 and 2012. Having advised several Latina-led companies in the past few years, I was not surprised to see the numbers, but I was elated nevertheless.

But here’s the bad news, according to the report: “access to capital, a major facilitator of business growth, presents a challenge for Latina business owners, many of whom perceive themselves as ‘not qualified’ to receive funding from financial institutions compared to men, even when holding firm size constant.”

Orozco sees this as a cultural challenge, not just for financial institutions (which have been slow to embrace the new Latina marketplace) but for the many people who are in a position to advise and influence Latinas over the course of their lives.

“The fact that Latinas feel they are not qualified to access funding is indicative of how we socialize girls and women to feel they must be extra-prepared only to begin to think they have a shot. We see a similar gender gap and self-doubt among young women who are less likely to think they will be qualified to run for office, even once they are established in their careers and exhibit the necessary qualifications. The stories from SLEI entrepreneurs and their experiences with banks are laden with stress and anxiety. It is those who show persistence and resilience amidst the onslaught of ‘no’s’ that are having success.”

To me, this gets to the ‘why’ of the matter: i.e., why Latino entrepreneurs might be “The Great Underbanked.”

I say “under” because it’s not that they are not banking. It’s more that they may not be banking enough — getting better loans, getting better mentoring, managing their money more intelligently. And I say “great” because getting more LOBs to bank would be good not just for Latinos, but for all Americans (more markets, more jobs, more innovation — changing the way things get done for everyone). But there’s a cultural gap separating banks and LOBs  — whether they are led by women or men — and it’s not going to be easy to close.

Fortunately, where there’s an interesting business challenge, there are people willing take it on. On a recent business trip to Puerto Rico, I got the opportunity to mix with a number of people who are innovating in the banking industry. One thing that struck me: there is a new generation of fintech leaders — including Latinas — focused on breaking down the social barriers that may have inhibited entrepreneurs from embracing and trusting financial institutions. As it turns out, the Stanford group is hopeful about fintech as a cultural change agent. “‘[F]intech has the potential to redirect Latino firms and their banking needs, especially if complex or lengthy requirements are an issue in accessing funds.”

I agree. And the opportunity for SLEI and LBAN – which jointly produce a twice-annual program held at the Stanford Graduate School of Business with the mission of helping Latino businesses to scale – is experiencing a big interest in fintech.

“Fintech is attracting some of the most tech-savvy and socially savvy minds in business today,” said Mark Madrid, LBAN CEO. “And it just so happens that many of these minds are Latino/Latina.  Overall, a driving force of this massive economic opportunity gap is the capital deserts immobilizing our Latinx entrepreneurs. We are solution drivers and are actively bridging the chasm between banking products and our scaled Latinx entrepreneurs and disrupting with alternative investing engines like fintech.”

Hooray for fintech, and it’s Latinx innovators. I will be following you.

Related Post: http://www.reachhispanic.com/latino-entrepreneurs-who-own-startups-say-immigrant-experience-helped-them-succeed/

Source: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/giovannirodriguez/2018/03/11/stanford-study-latino-startups-are-growing-in-numbers-but-are-underbanked/


How universities are recruiting new students with Immersive Marketing

If you manage an University that offers outstanding facilities, world class teaching, or a vibrant community, showcase your establishment and capture the essence of what it is like to visit in person, well, immersive technologies will fit in this challenge.

One of the main benefits of providing virtual tours is that it provides an accessible way for foreign students to view your university and its facilities from abroad. Due to financial and time constraints it is often not possible for international students to visit a campus in person from abroad before making their selection decision, in fact the majority choose a university without ever having visited in person.

By providing the opportunity for them to experience everything your university has to offer virtually you will stand out from competing institutions who provide far less immersive and engaging digital content on what university life will involve.

Furthermore, it also offers these students the opportunity to share the university tour experience with key influencers of their selection process such as parents, family and friends, all whom may play an important role in their ultimate decision.

 

How 360-degree video ad looks like:

This is real example posted by the Seattle Pacific University's channel on YouTube.

 

Nice, isn't it?

Well, it's cool but it's could be better. Evaluate the following reasons:

  1. Embed a video from Youtube in a website (let's said a blog about students) only will increase the traffic of your YouTube Channel. Why? Because every time when a user click on the video, they will go directly to your Youtube channel. However, you need these users go to your website, where you can attract them to apply to your programs.
  2. YouTube will only give you the information about how many times the video was played. Nothing else. This is not enough because the most useful KPI that you need to measure the sucess of a campaign, it is the number of clicks that the users did. An less, the only concern that you have is the awareness of your brand.
  3. If somebody embed your video, well, it's hard to know where this video is hosted. From the brand safety perspective, this is really important. What happen if your video is running in an inappropriate website?
  4. If you set a campaign on Youtube, you only will be capable to show "banners" over any of the millions of videos watched by the users. Of course, it's possible to define a targeting criteria, however, this conditions are not that good on this platform and eventually, you can see your banner over a video about puppies, ghosts, car accidents, jokes, among many other type of content that it could affects negatively your brand.
  5. Certainly it is possible to set a campaign of video pre-roll in Youtube. BUT, this platform has not developed yet the ability to show 360-degree videos as a pre-rolls ads.
  6. All the previous comments applies for Facebook too.

 

What is a suitable solution?

Run your 360-degree video ads in a network specialized on immersive marketing. Why?

  1. If you really worried about brand safety, you should choose a closed video network. That's means that the network runs the ads on a certain number of websites where it's possible to control and supervise the quality of the content.
  2. Additionally, you should choose a network capable to show your banners over your 360-degree videos. This is probably the most important key, because users can "click" on a banner and you will know exactly how many of them are reaching your website. We are talking about to measure "effectiveness" and why is this important? Because at the end of the day, this is the only way to know the campaign's ROI.
  3. Ask about "exclusiveness". This will guarantee that your ads will only appears in your own branded content videos, not in other videos made for automotive, travel, etc. Your branded video, your banner.

The following video is a PROTOTYPE showing how an immersive marketing campaign really works.


 

Interested? Write: sales@alcancemg.com


U.S. Hispanics and mobile growth

According to Roberto Orci “Hispanics of every segment are growing at a faster rate than the general market... you would rightly conclude that Hispanics are a big part of the mobile market today and tomorrow.’’ Mobile devices are ubiquitous, particularly with Hispanics. Companies that do not have a well-defined Hispanic mobile strategy are destined to lose out on the most brand-cognizant and more importantly ‘’connected’’ U.S. demographic.

As more Hispanics embrace mobile technologies, they will also spur demand for innovative content, new media, and advertising to meet their diverse set tastes and preferences. The metric for success to a Hispanic mobile advertising campaign ‘’done right’’ will not be measured by followers and likes, but by brands that monitor the meaningful pulse of their culture and technology adoption. It’s clear that Hispanics will play a key role in defining the convergence of our digital and offline worlds.

Top 3 Major findings among Hispanics according to Zpryme research

  1. When it comes to mobile device brand loyalty, only a small percentage (12.3%) said they would not change mobile device brands for any reason.
  2. Although 27.4% said they currently used an Android smartphone, 31.3% said their next smartphone purchase would be an iPhone. Only 9.6% said their next smartphone purchase would be an Android.
  3. Six out of ten (63.4%) spent at least three hours per day on the internet, while four out of ten (41.0%) spent at least three hours per day on their mobile phone.

The breakdown of the above findings

  1. Device Used to Connect to the Internet

For the type of internet connection, the sample reported: laptop most often (70.7%), followed by desktop PC (59.1%), smartphone (41.3%), and tablet (18.7%).

  1. Smartphone Type

When asked what type of smartphone they have, respondents said Android (27.4%), Apple (20.9%), and Blackberry (7.4%).

  1. Next Mobile Phone to Purchase

A last question asked what type of cell phone their next one would be. The Apple iPhone was the most popular choice by far at 31.3%, indicating their next phone would be an iPhone.

  1. Mobile Device Ownership

The types of mobile devices Hispanics currently own were: laptop (69.7%), smartphone (51.5%), iPod (41.8%), tablet (18.8%), netbook (14.1%), and e-reader (11.1%). Another 11.1% of the sample said they didn’t own a mobile device.

  1. Mobile Device Likely to Purchase

Over the next 6 months, 24.1% Hispanics indicated they were most likely to purchase smartphones, 21.1% for laptops, 18.1% for tablets, 17.3% for iPods, 11.6% for E-reader and 10.6% will purchase Netbook.

  1. Time Spent on Mobile Phone

Four of ten (41.0%) spent at least three hours per day on their phone. 28.9% spent less than one hour on their phones, 30.1% spent 1-2 hours of phone using their phones, 25.3% spent 3-5 hours , 8.4% spent 6-8 hours and 7.3% spent over 8 hours on their phones on a daily basis.

So therefore from the information above one could deduce that Hispanic people will be hitting iphone market very soon but network provider should not expect the majority of them to be always online.

 

PD: Considerate to read our article about how to get a mobile service for free.


5 Ways To Reach Hispanics During Hispanic Heritage Month

by  , Columnist, October 2, 2017

With Hispanic Heritage Month in full swing, which runs from Sept. 15 to Oct. 15 and coincides with the Independence Days of Mexico, Guatemala and Honduras, here are five places brands should consider in order to connect with the Hispanic community and build brand loyalty.

1. Supporting Mexico and Puerto Rico Relief Efforts

With the recent hurricane that swept through Puerto Rico and earthquakes that have devastated Mexico, brands can reinforce their commitment to Hispanic audiences by helping those affected by the recent natural disasters. Brands that show commitment to helping these devastated areas and offering support to those in need will build confidence, trust and brand loyalty with Hispanic audiences.

2. eSports

ESports are an ever-growing platform for brands to reach Gen Z and Millennial Hispanic audiences. The average eSports fan is racially diverse with Latinos making up 23% of all players and/or spectators across all game genres, according to PwC. Platforms such as Twitch allows brands to directly connect with Hispanic gamers in an endemic environment. As eSports prize pools and sponsorships increase, on-premise event activations will become more prevalent. Additionally, brands can look to directly sponsor eSports and work with eSports influencers to build brand awareness and affinity.

3. All Things Cardi B

Cardi B’s rap career has been meteoric. From Instagram and reality TV fame to intelligently re-releasing a Latin Trap Remix in Spanish of her smash hit “Bodak Yellow,” she is quickly becoming an Afro-Latina hero. Hispanics have rallied around her success to be actualized in order to become a win for us all. If Cardi B’s upcoming shoe collection with Steve Madden is any prediction, a slew of brands, particularly in fashion, will line up to work with this outspoken, authentic girl next door that we love.

4. Latinas – A Social & Economic Force

Hispanic women are quickly becoming an economic and social powerhouse in the U.S., with rising rates of entrepreneurship and educational attainment as per a recent study commissioned by Nielsen. Brands who understand how to online and offline social networks to connect with Latinas in meaningful ways will see increased engagement and ROI.

5. Latino Films & Film Festivals

While Latinos are avid moviegoers and fuel close to 25% of all tickets sold last year, they are hugely underserved and rarely see themselves on the big screen. During Hispanic Heritage Month several Latino film festivals will take place in New York, Boston, Seattle and San Francisco. In addition, Q3/Q4 multi-genre Latino film releases such as Dolores, Chavela, Coco, Shape of Water and Ferdinand will offer relevant stories and complex characters for our audience to support. Brands should look to festival sponsorships, in-theater advertising, digital and OOH targeting around festivals and theaters to reach this large and engaged audience.

Source: https://www.mediapost.com/publications/article/308118/5-ways-to-reach-hispanics-during-hispanic-heritage.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=105793&hashid=fs4Gm4tbYTo8p6TkIxT8ekKmR7Q

Picture: http://www.radioimpactreports.com/wp-content/uploads/2017/04/Hispanic-Multi-generational-iStock-514134717-e1491508590139.jpg


The Rise of latino food culture in the U.S.

Last week was National Taco Day and the Internet went crazy with expressing their love for tacos. Restaurants, fast-food chains, and shops jumped on taco deals, including non-exclusively Latino restaurants such as Red Robin, which created a new burger-taco mashup. There was a rise on social media of people posting photos and comments about tacos. What does this say about America? It shows how much not only Hispanics, but Anglo’s, also appreciate and enjoy Latino food.

The popularity of Latino food has expanded beyond simply tacos, but to pupusas, empanadas, chimichurris and other Latino favorites. This includes not only Mexican food, but Central and South America and the Caribbean. Latino food has become a demand from not only Hispanic customers, but Anglo’s as well.

The millennial generation is very accepting and comfortable with different cultures. According to Nielsen, Multicultural Millennials’ buying habits are inspiring successful, popular cultural trends, and they’re having a profound impact on the group’s peers, parents and children.

For National Hispanic Heritage month, people of all ethnicities and ages joined the various festivities held around America in September in celebration of the Latino culture. With popular holidays, such as Cinco de Mayo, which is celebrated by both Hispanic and non-Hispanics alike in the U.S., it’s no surprise that the purchasing of Hispanic products is everywhere.

For example, beverage-maker Califia Farms has a line of Aguas Frescas that are Watermelon Ginger Lime, Strawberry Basil and Kiwi Cactus Lemonade flavored. The packaging graphics are inspired by Mexican mural art and Día de los Muertos designs, showing a Hispanic product that is not only targeting Hispanics, but pushing Latin flavors to all consumers.

LATINO FOOD IS CONSIDERED THE THIRD MOST POPULAR IN THE U.S.

Latino food is now considered the third most popular food in the U.S. after American and Italian, with 15% of main meal items featured on menus being Mexican-inspired. CHD Expert, the Chicago-based foodservice database and analytics firm, reported on the Mexican Restaurant Industry Landscape that Mexican food is heavily consumed by Americans and is among the top three menu items in the USA.

In an article in Specialty Food Magazine, Mynetta Cockerell of Marty’s Fine Food & Wine, Inc., said that Hispanics in Dallas-Fort Worth are “no longer in the minority,” with their tastes and cooking styles influencing many Texans.

According to the Census Bureau’s latest estimates, the Hispanic population reached a record of 58.6 million in 2017. As the second-largest racial or ethnic group in the U.S., Hispanics play a significant role in the nation and therefore in the nation’s popular trends, as National Taco Day and Cinco de Mayo have shown. With so much Latin American influence and culture, it’s hard not to see how eating habits have impacted the U.S.

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Bilingual Social Media Coordinator of Abasto Magazine. She is a recent graduate with a Bachelors of Science in Journalism, as well as a freelance writer and photographer.

Latina Shoppers: The Transforming Agent Of The HBC World

As Female Hispanic age cohorts continue to grow and currently represent 18 % of the total 2016 U.S. female population, according to U.S. Census Bureau figures, so do their share of wallet and extraordinary influence on the Health and Beauty Care (HBC) market. Nielsen's recently published report Latinas 2.0 details that in 2016, the total indexing averages among Latina consumers of HBC product lines surpasses the indexing of White Non- Hispanic shoppers in specific product lines including Cosmetics, Women’s Fragrances, Grooming Aids, Ethnic Beauty aids among others. However, beyond the quantitative data, what other criteria are driving HBC categories by the Latina shopper? Let’s look at five of these:

1. Lifestyle benchmarks supersede traditional acculturation variables: The marketing of HBC lines is increasingly becoming dependent on the correct granular recollection and interpretation of consumer insights based on lifestyles vs. the standard use of acculturation variables. My point here is that the traditional quad matrix of preferred language, media usage, cultural affinity to the country of origin and years residing in the U.S. begin to lose relevance as Latina consumers increasingly shape their HBC purchasing on everyday experiences and the influencing of peers or celebrity endorsements. This is not to say that the aforementioned acculturation variables are not useful, but they do lose relevancy as U.S. born consumers expand their dominance and influence in these extremely dynamic product segments.

2. Category demand is driving consistency in traditional media advertising expenditures:  Does it come as a surprise to see that over the past four years, three of the Top 10 brand advertisers in Spanish language media are HBC corporations? Based on the figures reported in the Ad Age's 2017 Hispanic Fact Pack booklet, the combined investment of P&G, Genomma Lab International, and L’Oreal was valued at $799 million. This clearly correlates to the enormous appetite Latina shoppers have for these product lines. Keep in mind this only considers measured media, so it would be interesting to quantify other media expenditures which may not be measured.

3. In-store merchandising and personal selling are necessary to successfully connect with Latina HBC shoppers: Seeing is believing. For retailers and brands alike, it’s important to illuminate retail space with shades of yellow, orange, and red evoking optimism, warmth, cheerfulness, and audacity always liked by Latino shoppers. Also valid are the shades of green, blue and black which communicate serenity and elegance. This kaleidoscope of colors is of utmost importance for the contemporary Latina shopper who knows how to bridge different color patterns. HBC brands also depend on generating compelling product usage experiences among Latina shoppers if they expect to make significant brand loyalty inroads. This explains why bilingual beauty consultants are essential touchpoints that can make a difference in a retailer’s sales.

4. The advent of Latina-influenced HBC digital content: Behavioral segmentation is rapidly changing how brands communicate to Latina consumers. The recollection of values and lifestyle nuggets create a vast reservoir of creative ingredients that become the storylines that these women narrate every day. It also expands their size and influence in the digital arena, especially in mobile usage. To further support the assertion of content generation, the 2015 edition of the Siempre Mujer Hispanic Beauty research document found that more than 70% of all Latinas rank YouTube as their preferred source of information when assessing the purchase of beauty products. When everything is said and done, it exponentially escalates the use of creative materials incubated in a digital environment.

5. P.R. and influencer marketing, vital components in Latina HBC marketing: These communication disciplines are supremely strategic in the marketing process of HBC lines to Latina consumers. Their aspirational and trendsetting purchasing habits are embedded traits of the HBC purchasing process. A key benchmark highlighted in the Siempre Mujer Hispanic Beauty study reveals that more than 70% of all Latina HBC shoppers obtain information from Social Media channels leading to their eventual product purchases in these categories. Likewise, a full 55% of them gravitate to the bilingual context that bloggers provide in social media further magnifying the importance of the Latina Millennial shopper according to the same source.

The HBC categories represent some of the biggest opportunities to successfully franchise Latina shoppers, and given its relentless pace, it promises to be filled with excitement and challenges for those marketers and retailers targeting multicultural female consumers in the years to come.