Do you know the most active online segment of the U.S. population? It’s the U.S. Hispanic community. Studies conducted by the Pew Institute, Google/Ipsos Media and PwC have all drawn the same conclusion. These compelling Hispanic consumer statistics say it all:
• 66% say they pay attention to online ads—almost 20% more than the general population.
• 79% use search engines on a daily basis.
• 68% search using a mobile device.
• 83% access the internet in-store to inform a purchase decision.
• 90% stream video on either a smartphone or tablet—10% more than non-Hispanics.
This makes sense in many ways. Mobile technology is an affordable way to communicate and be entertained. Hispanics use smartphones for sending texts and emails, checking the weather, following sports, paying bills, playing games and listening to music more than non-Hispanics.
Plus, digital platforms designed for social interaction, such as Facebook, Skype and Instagram, make it easy to stay connected to their culture, family and friends in other countries. In addition, Hispanics are more likely to use social networks to interact with brands.
Employing culturally relevant content, rather than merely translating your message into Spanish, is the key to branding success. Brand marketers developing content that takes into account the specific cultural nuances, interests, preferences and emotions of their audience’s country of origin have the best chance to win business. Treating Hispanics as a single homogeneous group, on the other hand, will be a turn-off.
As the data suggests, visual appeals also are highly effective. Photos and videos showing products in a culturally accurate context offer more immersive and emotionally engaging experiences.
If mastering this level of relevance seems a bit overwhelming, give The Bloodhound Group a call. We’ll be happy to help you craft a brand message that resonates with this highly desirable demographic.