Friday 09 December 2016

Friday5 – 2014 Hispanic Heritage Month: A Hyper-Engaged Community

September 15 to October 15 is Hispanic Heritage Month in the U.S. During the next four weeks the Friday5 will focus on the digital trends around this influential and growing audience.

Latinos have a remarkable presence in the U.S. – they are the largest minority in the country with more than 54 million Hispanics (16.7 percent of total population) as of 2013. This is just the tip of the iceberg – Latinos have a purchasing power estimated to reach $1.5 trillion by 2015, while Latino consumers are approximately 10 years younger than the average consumer. Latino digital presence is a force to be reckoned with as they are more likely to download apps, chat, stream video, listen to music and play games than non-Hispanics, making them a hyper-engaged group.

1. Younger and connected

As one of the fastest-growing segments of the U.S. population, Hispanic millennials are mostly native-born and prefer English over Spanish while still embracing their Hispanic roots.  AdWeek dubbed Latinos as digitally savvy, young and socially connected – a marketer’s dream come true. Latinos are part of native mainstream media and pop culture but possess a deep understanding of their origin.

2. Social media, social media, social media

Technology has fortified the link between Latino’s passions and their peers. According to eMarketer, three-quarters of the growing Hispanic population actively utilize social media (72 percent of U.S. Hispanic Internet users will use social networking in 2014 vs. 68 percent of the total population in the U.S.) For brands, this digital influence makes Latinos an ideal community to target.

They are also savvy shoppers who tend to engage with peers about their purchases through social media. They also maintain a strong connection to traditional media outlets. Compared to non-Hispanics, Latinos are overwhelmingly more engaged with radio, infomercials, and billboards.

3. Do not generalize!

The Latino community is as diverse as it is substantial. There is no neat, specific classification that defines all 54 million of them. Brands are reexamining the way they target Hispanics and throwing out old clichés in favor of more culturally relevant. “[Latino millenials] are a versatile bunch. They ping-pong between cultures, languages, interests and behaviors,” said Andrew Orcí, CEO of California based multicultural ad agency, Orcí. As brands begin to embrace the diversity within their community, marketing methods will evolve.

4. Brands attempting to tap this market

Some brands are doing it right. In 2013 Univision launched a bilingual UVideos digital platform meant to target young Hispanics. Unilever* also launched a campaign in 2006 called Vive Mejor (“Live Better”), a Latina-inspired effort to offer beauty and household advice for Hispanic women. The campaign works across different platforms, starting with the ViveMejor.com website, as well as renowned spokespeople, social media activations, and events across key cities. Competitors, such as PG, were quick to follow these steps.

5. Early adopters and Trendsetters

Relative to the rest of the population, Hispanics are more often first in line to purchase new technologies, including smartphones and tablets. Not only do they enjoy trying new products (31 percent of Hispanics, as opposed to 14 percent of the non-Hispanic population), they set the trends. Nearly a third of Hispanics also enjoy telling their friends about their new purchases.

How does your brand address the growing Hispanic market in the U.S.?

*Edelman client

This post was written by Melissa Quinones and Yocasta Shames.

Image credit: moodboard

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