Who are millennials?

Millennials Generation

According to Pew Research Center, anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial, and anyone born from 1997 onward is part of a new generation.

What are millennials?

This is the term that most people recognize the most, commonly associated with avocado on toast, and ‘snowflake’ culture.

They are born between the early 1980s to the mid 1990s or early 2000s, so many young adults nowadays would define themselves as millennials.

The generation was severely impacted by recession, as it caused record unemployment, affecting young people joining the workplace, as well as a period of economic instability.

Why are Hispanic/Latino Millennials Different than other Millennials?

According to Dr. Di Ann Sanchez SHRM-SCP, Ph.D, there are several reasons why Hispanic/Latino Millennials are different than Non-Hispanic Millennials.  First, Non-Hispanic Millennials tend to defer significant life events such as marriage, having children, and buying a home.  For example, non-white Millennials average age for first-time births is 27 years old, Latino Millennials average for first-time births is 24 years old.  Moreover, 1/3 of Hispanic Millennial Moms have three or more children versus about ¼ of Non-Hispanic Millennial Moms. Therefore Latino/Hispanic Millennials are considered the “early adulthood” Millennials.  Why does this matter?  It matters because employers want to attract and retain employees.  Hispanic Millennials who have children earlier, will limit job hoping to build their families and potentially buy a home earlier.  Latino Millennials will look to their employer for stability, a place to stay longer and build a career with the company.

According to The Manifest, there are 5 key to reach them from the marketing perspective:

  1. Tell a story with a video. Millennials don’t want to read about your brand – they want to see it.
  2. Take a Stance. Millennials seek both authenticity and value. Taking a strong position (without any positioning) will allow you to reach these purpose-driven purchasers.
  3. Promote on Reddit. You can run a promotion on Reddit, “The Front Page of the Internet.”
  4. Reach Across All Channels. Brands must be present across all channels to reach millennials.
  5. Boost Visibility With Search. Search advertising is an effective way to advertise to millennials directly.

To advertise to millennials successfully, find ways to display your brand as the relevant and trustworthy ally. Do this and your advertising will successfully attract, engage, and convert this cagey demographic. If you need help to target this audience or other multicultural segments, check it Alcance Media Group.


Automakers Focus On Hispanic Consumers

How marketers are trying to impact this or other audiences? Well, using new high-end technologies like 360-degree videos, even in the launch of the new models.

There’re new formats like 360-degree video ads, check it out:

if you like, check how a “360-degree video header” works: https://www.reachhispanic.com/360-degree-video-header/


latino food

IRI Examines New Product Purchasing Habits of U.S. Hispanic Shoppers

The Hispanic community is the fastest-growing ethnic group in the nation and spends more than $94.7 billion on CPG products annually. Because Hispanics are one of the most sought-after ethnic groups in the retail grocery market, IRI is diving deeper into last year’s most successful CPG launches to better understand Hispanics and New Product Pacesetters. CPG marketers have a great opportunity to capture more shopping dollars from Hispanic consumers, especially if they understand some key nuances in their attitudes and preferences regarding new products, compared to those of the general consumer population.

“By 2020, Hispanics will account for over half of the population growth in the United States, and their spending power will also increase significantly”

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“By 2020, Hispanics will account for over half of the population growth in the United States, and their spending power will also increase significantly,” said Susan Viamari, vice president of Thought Leadership for IRI. “Unfortunately, most marketers don’t have easy access to detailed information on what Hispanic shoppers are buying, including in key CPG categories. This significantly limits new growth opportunities for brands, so we examined what Hispanics are buying, and even why they are buying products, to help marketers engage with these very important consumers.”

While Hispanic buying power is concentrated in select markets, including New Mexico, Texas, California, Florida, Nevada, Colorado, New Jersey, New York and Illinois, their interest in new products is spread across retail departments. Among those consumers who consider themselves avid new product adopters, there is a particular interest in the following departments (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

--

Food:

26%, 29%, 25%, 23%
--

Beverage:

19%, 20%, 13%, 16%
--

Beauty/Personal Care:

19%, 24%, 29%, 12%
--

Home Care:

13%, 20%, 29%, 11%
--

Health Care:

10%, 13%, 20%, 9%
--

Pet Care:

9%, 8%, 9%, 6%

Top-Selling Food and Beverage Launches

Based on the most successful CPG launches in the 2017 New Product Pacesetters report, IRI uncovered the top-selling food and beverage products for Hispanic consumers:

2017 New Product Pacesetters: Hispanic Top 10 Food and Beverage Brands
Dollars per Buyer Index: Hispanic vs. Non-Hispanic Consumers
(Average = 100)
1. Halo Top® 93
2. Hillshire® Snacking 117
3. Chobani® Drinks 102
4. GOOD THiNS® 111
5. Oscar Mayer® Natural 116
6. Dunkin' Donuts® Iced Coffee 72
7. Cracker Barrel® Macaroni & Cheese 143
8. Birds Eye® Steamfresh® Veggie Made 97
9. SMARTMADE by Smart Ones® 119
10. POWERADE® X ION4® 83

Source: IRI Consumer and Shopper Insights Advantage/Hispanic Specialty Panel

The mix of healthy and indulgent products found in the top-10 ranking truly reflects Hispanics’ attitudes toward eating. For instance, 36 percent of Hispanics say they eat healthy half of the time and eat whatever they want the other half. An additional 36 percent of Hispanic consumers say they eat healthy 80 percent of the time and allow for indulgences 20 percent of the time. So, moderation is the key for most Hispanics.

The top healthy eating considerations vary significantly across Hispanic sectors (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

--

Avoiding processed foods:

58%, 54%, 31%, 56%
--

The right mix of different types of food:

44%, 36%, 36%, 42%
--

Natural foods:

30%, 41%, 24%, 23%
--

Organic foods:

20%, 19%, 40%, 15%
--

Include higher-calorie treats in moderation:

10%, 6%, 21%, 11%

Top-Selling Non-Food Launches

Forty percent of Pacesetter brands that hit the mark with Hispanics tout “more natural,” “organic,” “herbal,” or “holistic” attributes, which also helped shape the top-10 non-food ranking:

2017 New Product Pacesetters: Hispanic Top 10 Non-Food Brands
Dollars per Buyer Index: Hispanic vs. Non-Hispanic Consumers
(Average = 100)
1. Fancy Feast® Medleys® 149
2. Garnier® Whole Blends 104
3. Carol’s Daughter® 164
4. Herbal Essences® Bio:Renew 100
5. Copper Chef® 95
6. GLISS® Hair Repair® 96
7. Dove® Nutritive Solutions 116
8. Dentalife® 87
9. Red Copper® 105
10. OxiClean HD 140

Source: IRI Consumer and Shopper Insights Advantage™/Hispanic Specialty Panel

Hispanics are looking for new non-food products that provide new health benefits and faster results. Key considerations for new products include (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

--

Offers longer-lasting relief compared to existing alternatives:

31%, 28%, 32%, 32%
--

Offers faster relief than existing products:

30%, 25%, 14%, 30%
--

Treats multiple symptoms:

32%, 33%, 29%, 27%
--

Appeals to many people in my household:

27%, 28%, 25%, 21%
--

Offers new health benefits:

26%, 28%, 35%, 21%

“Hispanics are a highly diverse group, based on factors such as age, income, media preferences and language preference — English-preferred, bilingual or Spanish-preferred,” said Staci Covkin, principal of Consumer and Shopper Marketing for IRI. “Attracting Hispanics requires an understanding of these language preferences, along with their digital and social preferences, to quickly see a huge opportunity for CPG across food, beauty, home and health care brands. Aligning a new product launch with the needs of Hispanic shoppers is rapidly becoming a critical success factor for sustained CPG and retail growth, so improved insights and activation of these shoppers can result in significant sales and market share uplift.”

For the complete analysis on Hispanics and New Product Trends, click here. For more information, contact IRI at customerinteractioncenter@IRIworldwide.com

 

Source: https://www.businesswire.com/news/home/20180606005323/en/IRI-Examines-New-Product-Purchasing-Habits-U.S.


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/


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.

mm
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.

New Research Shows How to Connect With U.S. Hispanics Online

Underserved and untapped. These were just two of the conclusions we came to last July when we wrote about the power and potential of U.S. Hispanic consumers. Almost a year later, the audience continues to garner significant attention—and rightly so.

U.S. Hispanics are one of three rising groups of super consumers, according to a recent Nielsen report (African-Americans and Asian-Americans being the other two). Why "super" consumers? The U.S. Hispanic population is fast-growing (the Census Bureau projects an increase of 86% between 2015 and 2050) and has tremendous economic clout (estimated to reach $1.5 trillion in buying power in 2015, a 50% increase from 2010). These are the kinds of numbers that should have every marketer sitting up and taking notice.

66% of U.S. Hispanics say they pay attention to online ads—almost 20 percentage points more than the general online population.

To better understand the online behavior of this digitally savvy group, we partnered with Ipsos MediaCT to study how language and culture influence brand consideration, trends in mobile habits, and variables that impact purchasing decisions. More than 4,500 self-identified U.S. Hispanics ages 18–64 (who access the internet via a digital device and have made a purchase in the past six months*) were recruited either online or in person to complete an online survey. The study explored their online behavior and preferences about online sources, digital ads, and search. This new research uncovered some compelling new insights and best practices for engaging this audience.

Insight #1: U.S. Hispanic consumers are online and on mobile

U.S. Hispanic consumers are going online, and they're increasingly turning to search. More than three-quarters of those surveyed (79%) said they're using search engines on a daily basis. It's their #1 online source for gathering information about a purchase, and they rely on it heavily during their research. (Of those who use search in any phase, 73% use it during research.)

Given the high rate of ownership and use of smartphones among Hispanic consumers, it's no surprise that 68% of the respondents who search at least monthly do so on their mobile devices to find the information they need. More than half of U.S. Hispanic consumers who use online sources are using their smartphones specifically to gather information before making a purchase. And 83% of those who access the internet on a mobile device use it while in a store to inform a purchase in real time. This is an opportunity for marketers to connect with these consumers and provide them with the information they need to make a purchase—online or in-store.

Source: Google/Ipsos MediaCT, Digital Hispanics: The Role of Culture and Language Online study, April 2015.

What marketers need to know: Search is the top online resource used by U.S. Hispanics for gathering information about a purchase, and many of these searches are done on mobile. Make sure you're connecting with members of this tech-savvy audience on the devices they're using most.

Insight #2: Online sources and ads influence U.S. Hispanic consumer behavior

U.S. Hispanics use online sources at a higher rate than the general online population (54% vs. 46%) throughout the many micro-moments in the purchase journey, from inspiration to purchase. When it comes to gathering information about something they're considering buying, these consumers favor online sources over family, radio, and TV. Online sources actually ranked 20 percentage points higher than TV (54% vs. 34%).

Source: Google/Ipsos MediaCT, Digital Hispanics: The Role of Culture and Language Online study, April 2015.

When it comes to online ads, 66% of U.S. Hispanics online say they pay attention to them—almost 20 percentage points more than the general online population. This data point alone can justify focusing more advertising attention and online efforts on this growing audience.

This influence of online ads, in terms of their level of effectiveness, is true across platforms: video, display, and search. Among those who recall seeing online ads, 93% of them take action—whether that's performing a search, visiting a company's website, or making a purchase.

What marketers need to know: U.S. Hispanics turn to online sources to inform their purchases more than the general online population. They also pay more attention to ads and take action. With such high engagement, they're well-positioned to become a key target group for many industries. Don't miss the opportunity: Be present with relevant content and ads across platforms and devices.

Insight #3: Cultural relevance drives engagement and influence

So how do brands engage U.S. Hispanics in a meaningful way? In a word, culture. Seventy percent of survey respondents said it's important for a website's content to be culturally relevant when they're gathering information about a purchase. This applies to ads, too. When an ad includes aspects of Hispanic culture, regardless of language, 88% pay attention, and 41% feel more favorable about a brand that aims to be culturally relevant.

Among those who recall seeing online ads, 93% of them take action—whether that's performing a search, visiting a company's website, or making a purchase.

Marketers have asked us for years about the elements of marketing initiatives that U.S. Hispanics find most appealing. Here are the top five things brands can do to make their content culturally relevant, according to our survey respondents.

1. Relevant topics and product features: Incorporate things online that U.S. Hispanics care about or are unique to the Hispanic experience. Speak to their cultural sensibilities. Food, traditions, holidays, and family ranked the highest in terms of appeal.

2. Visuals: Creative should reflect the Hispanic culture in a tasteful and identifiable way. Users want to see themselves reflected in creative that includes the things they care about.

3. Language: While not as important as culture, language does matter. For some U.S. Hispanic consumers, Spanish and bilingual content online are still signals that you want to engage with them.

4. Entertainment: U.S. Hispanics value entertainment online that appeals to them culturally, so consider including relevant music and video content.

5. Influencers/Testimonials: Whether it's a celebrity, a YouTube creator, or another influencer online, U.S. Hispanics want to hear from people like them.

What marketers need to know: Cultural signals—food, family, and traditions—resonate with U.S. Hispanics online regardless of language. Including culturally relevant elements in your brand's website and ads can make them more appealing and help drive engagement and action.

Insight #4: U.S. Hispanic consumers are highly bilingual online

The idea that Spanish should always be used to engage U.S. Hispanics online is an outdated notion. When it comes to language online, this audience is truly bilingual. To explore the use of each language, we looked at search trends and how our respondents use language at home and online. We found that Spanish language searches are on the rise. The number of Spanish keyword searches has increased from about 65% to 200% across key categories, such as auto, food, beauty, and others, between 2011 and 2014.1 Yet our survey found that Spanish-dominant speakers often use English online. While 28% of our respondents are Spanish-dominant at home, only 16% said they use Spanish most or all of the time when online. At the same time, 31% identified as English-dominant at home, and more than half (52%) said they use English most or all of the time when online (see chart). Beyond that, 94% of respondents said they felt comfortable consuming English content online for at least one common online activity (sharing, shopping, or researching).

Despite the high number of search queries in Spanish, members of this audience are comfortable consuming content in English. If they land on an English website, for example, only one in five will look for a Spanish site instead. What's most important to them is getting the relevant information they need in the moments they need it.

What marketers need to know: Marketers can reach U.S. Hispanics online during the entire web experience, especially during the research phase of their purchase journey, by leveraging both English and Spanish terms. Given the audience's bilingual nature, consider developing ad campaigns in English and Spanish, even if they direct to an English landing page.

Methodology

Google partnered with Ipsos MediaCT to explore U.S. Hispanics' behavior with regard to online sources, online ads, and search. They also looked at how language and culturally relevant elements impact online behavior. In December 2014, 4,533 self-identified U.S. Hispanics ages 18–64 completed an online survey. Of these respondents, 3,905 were recruited online and 628 respondents were recruited via face-to-face intercept. All respondents were screened to ensure they were the primary decision maker or shared responsibility for a purchase in the past six months (in Travel, Auto, Retail, Tech, Finance, Restaurant, Entertainment, CPG, or Health) and that they regularly used either a smartphone, computer, or tablet to access the internet.

* These individuals are decision makers in relevant sales categories.

 

Sources
1 Google Data, Auto, Telecommunications, Entertainment, Food, Pharmaceutical, Beauty, January 2011–December 2014.

https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html