Hispanic Health Insurance Roulette

Health Insurance for the Hispanic | Latino Segment

As health insurance companies as well as government health exchanges compete across the country for enrollment, multicultural and specifically the Hispanic audience is key.  For some states, this segment represents a major client segment across the state (California, Texas, Florida), while in other areas it may be more focused on a specific area (Grand Rapids, Michigan).

With the exception of Magellan Health, all of the other top health insuranceExample from Molina Healthcare providers have a robust experience in Español as well as other languages.

In most cases, especially in states with major Hispanic populations in the state, there are robust Hispanic focused advertising efforts.

WellCare Health Plans TV Commercial, 'Podemos ayudar'

Health Statistics for the Hispanic Community

Representing nearly 60 million people and over 18% of the U.S. population there is no doubt as to the importance of this group.  While the population continues to grow for the Hispanic segment, the percentage increase due to immigration has declined (Pew Research: Key Facts about U.S. Hispanics).  However, when looking at the Latino population of the U.S. as a whole there are some key attibutes noted by the U.S. Department of Health and Human Services Office of Minority Health  that are important to consider.

  • Top 10 States for Hispanic Population: California, Texas, Florida, New York, Illinois, Arizona, New Jersey, Colorado, New Mexico and Georgia.
  • Census Data 2017 shows that 72% of Hispanics speak a language other than English at home.
  • Only 68% of Hispanics versus almost 93% of whites had a high school diploma
  • Hispanics have the highest uninsured rates of any racial or ethnic group within the United States
  • Key Health concerns in comparison to non-Hispanic whites: Obesity,  Asthma (Puerto Ricans), Diabetes (Mexican Americans), as well as higher rates of HIV/AIDS and infant mortality.

Hispanics have the highest uninsured rates of any racial or ethnic group within the United States

While the political fight (Hispanic Voters Take Over) over the future of healthcare, government outreach and private insurance companies will continue to reach out to Hispanics.


Elections 2020: Florida’s Hispanic vote will be strategic

Nobody can denied the importance of the Hispanic Vote in US, especially, when this group grew importantly during the last years. In fact, Florida’s Hispanic electorate grew by 81 percent between the 2014 and 2018 midterm elections. Moreover, Hispanics who registered to vote as independents grew by 101 percent, meaning Hispanics are the fastest-growing portion of Florida’s electorate heading into the 2020 election.

Other relevant fact is that the voters are younger than previous elections. Univision CEO Vincent Sadusky said in a statement. “2020 is shaping up to be an especially competitive election and, particularly in many large states including Florida with significant Latino populations, we have no doubt Hispanic America will play a key role in picking the next president and which party controls Congress.”

According to MiamiHerald, this is one of the reason because Florida Sen. Rick Scott focused heavily on Hispanic voters in his successful 2018 campaign, spending millions to run Spanish-language ads during major events like the 2018 FIFA World Cup and touting his visits to Puerto Rico throughout the campaign. The Spanish-language TV campaigning, combined with an anti-socialism message in South Florida, helped Scott and Gov. Ron DeSantis win narrow victories over Democrats.

The same source showed another interesting piece of data: how Hispanic Republicans in the city of Miami shaped statewide races. Despite voter registration growth among Hispanics in Miami-Dade lagging behind statewide Hispanic growth rates, turnout among Hispanics in Miami-Dade was three percentage points higher than the statewide Hispanic average. That means more Hispanic voters who were previously registered showed up at the polls, evidence that older, Cuban-American voters who tend to vote Republican showed up in 2018. In many precincts across Miami-Dade, Scott and DeSantis outperformed Donald Trump’s 2016 showing.

For sure, next elections will be again an interesting political event in the US. If you are the responsible for the marketing budget on the next Elections 2020, what are you going to do?

More resources:


California’s growing Latino college population

When Roxana Arguelles transferred last year from a local community college to Cal State Northridge, she did not know that she was benefitting from that university’s identification as an Hispanic Serving Institution. All she knew was that she had received special help in choosing courses for her accounting major, was mentored into a financial industry internship and borrowed some expensive textbooks for free from a special lending library.

Those benefits, she later learned, resulted from a $3 million U.S. Department of Education grant to a new program that seeks to bolster transfers of low-income and Latino students from two community colleges — Pierce College in Los Angeles and College of the Canyons in Santa Clarita — into Cal State Northridge. The effort focuses on getting those students into majors for which there are many unfilled job opportunities after graduation, including accounting, animation, nursing and manufacturing systems engineering.

“If it hadn’t been for the program, I wouldn’t have known what to do when I got to CSUN,” said Arguelles, a Pierce College graduate who is 28 and the daughter of Mexican immigrants. “Having that extra guidance gave me the extra edge and a boost in confidence.”

The schools Arguelles attended are among the rapidly rising numbers of colleges and universities in California and across the nation enrolling enough Latino students to be listed as Hispanic Serving Institutions by two major organizations representing Hispanics in higher education. In general, that means that at least 25 percent of the schools’ full-time undergraduates describe themselves as Hispanic, Latino or other related terms.

ALBERTO DOMINGUEZ

Cal State Northridge student Roxana Arguelles

California has the most such schools by far of any state: 163 of California’s two- and four-year, public and private colleges and universities meet that guideline based on 2016-17 figures and are included in the list compiled by the Hispanic Association of Colleges and Universities and by Excelenciain Education. That list includes 21 of the 23 California State University campuses and five of the nine undergraduate University of California campuses. That is up from just 91 HSI schools in California in 2008. The state with the next highest number is Texas, with 90 of the 492 such schools nationwide, followed by New York’s 26.

UC Davis in May announced that it expects to be added to the list next spring and 57 more colleges in California are getting close, with at least 15 percent Hispanic enrollment, officials say.

That designation is an important qualification that allows colleges to compete for a variety of limited federal funds, such as the Title V money that is helping transfer students at Cal State Northridge and encouraging more Latinos and low-income students at Cal State Long Beach to enter teaching careers.

Just as important as funding, backers say, the Hispanic designation gives colleges a recruiting tool at a time when 51 percent of California high school graduates are Hispanic and their enrollments in higher education are increasing rapidly. Many Latino families have said that they feel more comfortable sending their children to schools with a substantial Latino population. And some colleges, facing an overall declining population pool, want to tap into the growing Latino market.

The U.S. Department of Education does not publish its own formal list of the schools. And while most colleges with large Hispanic populations are eligible for the extra federal funding, not all are since some grants additionally require that at least half of the overall student body is low-income enough to qualify for such aid as Pell Grants. (Usually that means a family income of less than $50,000 a year.) Similar programs exist for colleges with substantial enrollments of other minority groups, such as blacks, Native Americans and Asian Americans and Pacific Islanders, although the required enrollment levels and possible funding vary widely.

The Hispanic serving schools gained positive attention earlier this month from a new report by the American Council on Education, an organization that represents about 1,800 colleges and universities. It found that low-income students who enrolled in them and other minority-serving colleges moved further up into the middle class than other similar students elsewhere by age 30. The study tracked incomes but did not specify reasons for those gains, suggesting that further study was needed.

Other research, focused on only Texas, did not find such dramatic gains but also challenged any assumptions that students might be handicapped by attending an Hispanic serving school. That Texas-focused study led by Florida State Universityresearchers found no difference in earnings into their late 20s between Latinos who graduated from a college with the Hispanic-serving designation and those who graduated from a similarly selective college without it.

UC Davis last month announced that it had reached the enrollment threshold to be eligible for the HSI designation, making it likely to be the sixth UC campus to make the list. Officials there said they worked toward that goal by, among other things, recruiting at high schools and community colleges with substantial Latino numbers; colleges insist that urging those students to apply does not violate the state’s ban on racial affirmative action or quotas in admissions decisions.

“Our mission as both a public institution of higher learning and a research institution is to create access for as many students as possible,” said Raquel Aldana, UC Davis’ associate vice chancellor for academic diversity. “Being an HSI helps us signal that we are an inclusive institution that is also excellent.”

The rising number of HSI colleges reflects population and education trends. According to federal figures, 71 percent of Latinos nationwide who graduated high school in 2016 enrolled by the fall in college compared to just 49 percent in 2000; that 71 percent now matches that of whites. The Latino share of undergraduates in the Cal State system rose from 24 percent to 40 percent in the decade ending in 2016.

DAVID PHILLIPS / FLICKR

UC Davis campus

Luis Maldonado, the chief advocacy officer for the Hispanic Association of Colleges and Universities, an organization that represents Hispanic serving campuses, said more colleges are embracing that status as a marketing brand to attract, retain and graduate more Latino and low-incomestudents as well as those of various ethnicities who are first in their families in higher education. Beyond a sense that the students would feel welcome there, the emphasis is increasingly on “serving” students, with extra counseling, faculty training, curriculum reform and other efforts.

“It signifies a shift not only with their enrollment but also with the culture of the campuses,” Maldonado said.

While more Latino students are entering college, gaps remain in how many graduate. Among students who entered Cal State as full-time freshman, the four-year graduation rate for Latinos is 16 percent compared to 36 percent for whites; the six-year rate is 54 percent for Latinos and 67 percent for whites.

Federal funding targeted at Hispanic serving campuses totals about $272 million nationwide a year from various sources, such as the U.S. Departments of Educationand Agriculture and the National Science Foundation.

That funding has not kept up with the increase in the number of HSI schools. “There’s not enough money in that pot,” Maldonado said.

At Cal State Northridge, which is located 25 miles northwest of downtown Los Angeles, the $3 million federal grant to enhance transfers began in fall 2016 and will be spent over five years, expecting to help a total of about 300 students. Beyond the tutoring and mentoring, the lending library for some textbooks helps students financially without violating rules barring direct grants to them.

Juana Mora, the Cal State Northridge professor who is the project’s director, said it is too soon to tout solid statistics but that transfer, retention and graduation rates appear to be improving among participants. “I think it’s paying off,” said Mora, who is also a professor of Chicana/o Studies. (About 48 percent of CSU Northridge undergraduates are Hispanic).

Cal State Long Beach, where 41 percent of students are Hispanic, received a five-year $2.7 million grant from the U.S. Department of Education last year to enroll more Latino and low-income students in majors and programs leading to teaching careers. It includes outreach to high school students as well as counseling and recruiting for about 100 university students in the fall.

That and several other HSI-related grants in the past are “enormously beneficial, not only to Hispanic students but enormously beneficial to all our students,” said campus provost Brian Jersky.

The federal grants typically fund pilot programs and innovations that can be shared around campus and with other schools, according to Deborah Santiago, chief operating officer and vice president for policy at Excelencia in Education, an organization that researches and promotes Latino achievement in higher education.

Santiago noted that emphasis is increasingly on retention and graduation rates, efforts that dovetail with reforms at California’s community colleges and the Cal State system’s program to dramatically raise graduation rates. “In many ways, I see California leading the way,” she said.

At Cal State Northridge, Alondra Chavarria is studying marketing and management with the help of a peer mentor, early registration and the lending library offered by the HSI-related transfer program. Chavarria, who is 25, took six years to earn an associate’s degree at Pierce College because she was working full-time and is the mother of an 8-year-old son. She was the first in her Mexican immigrant family to graduate from high school and now expects to be the first to earn a bachelor’s degree next spring.

She said she particularly appreciated the advice about which classes to take so she graduates quickly. “I’m a first generation student. So it was great to have someone with experience at CSUN to help me avoid mistakes you can make when you don’t know any better,” she said. “I couldn’t be thankful enough.”

Source: https://edsource.org/2018/californias-growing-latino-college-population-brings-attention-and-extra-funds/599637

 


Hispanic marketing - still relevant?

Is Hispanic marketing still relevant?  In all but the most remote places, latino influence in the United States is hard to miss, so of course it is.

Multicultural audiences continue to grow in size and importance and the Hispanic audience is one of the most important.  The U.S. Hispanic market has massive influence on the success businesses as well as on American culture.  Almost, if not all major cities in the U.S. have integrated latino food, music, culture, and even street signs into their metro area.    What is always being debated is how to reach this segment.  From a recent media post article there were some key points that highlighted some interesting items.

Language:  While to percentage of Hispanics that are proficient in English has risen swiftly, the percentage of Hispanics that stream entertainment in Spanish has also increased significantly (even greater among Hispanic millennials).  

Boy with Sombrero lazy Hispanic marketing.
Some hispanic marketing attempts are less than ideal.

Influence:  While the population growth is still strong, it has slowed somewhat, yet the integration of the segment into American culture is stronger than ever.  In business ownership the Hispanic community now comprises ownership of 12% of all U.S. business.

Many marketers take the approach of adding a stock photo of a latino looking person to an ad, check a box on whatever programmatic platform and call it a day.  While there are some that fully integrate a “total market” strategy” incorporating cultural relevance, language, etc with an overall cohesive strategy,  but that seems to fall more to Toyota, P&G, Coca Cola and other major advertisers.  

The U.S. Hispanic segment is one of the most important segments and represents major buying power and influence.  It is time for marketers to pay more than lip service to the importance of the group.  There are numerous factors in these decisions such as time, budget, and need.  However there are numerous options to reach this segment through focused media, and utilizing agencies that specialize in multicultural segments that are more effective and don't necessarily require utilizing an entire advertising budget.

 

 

 


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.

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.


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


Hispanic vs. Latino: what’s the difference?

Many people use Hispanic and Latino as interchangeable words. They’re not. While there is a huge overlap between the two, they don’t mean the same thing and cannot be used as if they do. This is an easy mistake to make, and I do it myself every once in a while (often from laziness), but it’s important to note the differences.

Hispanic refers to language.
Latino refers to geography.

Basically, you are Hispanic if you and/or your ancestry come from a country where they speak Spanish. You are Latino if you and/or your ancestry come from a Latin American country.

But wait… isn’t that the same thing?
No, dear friend, it’s not.

Hispanic excludes the nearly 200 million Brazilians who, while accurately labelled Latinos, speak Portuguese. They are Latinos, they are not Hispanic.

Hispanic includes the nearly 50 million Spaniards (population of Spain) who could never be called Latinos.

When picking which one to use you have to know what you’re trying to say. For HispanicHouston.com we used language as the guide, and we ended up with Hispanic instead of Latino. A weird decision if you consider that we also decided not to have the site in Spanish. (But that’s another soapbox for another day.)

So, as a Mexican American, I am Hispanic and Latina. Brazilian Americans are Latinos but not Hispanic. And, Spanish Americans are Hispanic but not Latinos.

Is that clear as mud now?

NOTE: This is a soapbox moment, brought to you by too much caffeine and not enough sleep…

Source: http://hispanichouston.com/hispanic-vs-latino-whats-the-difference/

Photo via Mikko Lautamäki at http://www.flickr.com/photos/22520648@N08/2185647163/.