US Hispanics
Hispanics account for 55% of the growth population in the U.S. and 1 out of every 4 babies born in the U.S. are Hispanic, according to BabyCenter. With these types of facts and figures, ignoring this audience would be a huge miss for marketers. Three of the most interesting findings we have uncovered are:
- U.S. Hispanics rely on their mobile phones as the primary way to access the internet. If you are a marketer targeting US Hispanics, an optimized mobile website is a must
- U.S. Hispanics are just as comfortable searching and consuming research information in English as they are in Spanish.
- 64% of U.S. Hispanics visit video sites (versus 50% for the average population). Further 57% of them share videos. Videos is a high engagement vehicle for this audience.
Studies
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US Hispanic Auto Consumers
1 in 3 US Hispanics made an auto purchase last month. How do they use the Internet to aid their decision? This study with OTX found:
- Over 50% of US Hispanic auto purchasers research online before purchasing
- 65% of them ...
Preview the Study Download: PDF , PPT
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US Hispanic CPG Consumers
How has the internet influenced the way US Hispanics purchase food and groceries for the home? This OTX study found:
- 54% of Hispanic CPG shoppers made a purchase in-store as a result of seeing online ads while researching
- Almost 50 ...
Preview the Study Download: PDF , PPT
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US Hispanic Retail Consumers
How does the US Hispanic audience utilize the Internet to navigate retail decisions? This OTX study found:
- Clothing is the most popular retail item purchased by US Hispanics
- Over 40% of them are comparing prices and locating retailers on their ...
Preview the Study Download: PDF , PPT
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US Hispanic Tech Consumers
Hispanics in the U.S. are diverse, vibrant, and growing in their influence. Google commissioned OTX to discover how they shop for the latest tech products; the study found:
- 86% of online Hispanics access the Web on broadband
- 55% of ...
Preview the Study Download: PDF , PPT
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BabyCenter 21st Century Mom Hispanic Acculturation Study
Hispanics account for 55% U.S. population growth. What’s more: 1 out of every 4 babies born in the U.S. are Hispanic. BabyCenter’s Hispanic Mom Acculturation study reveals key insights into the influence of acculturation on this ...
Preview the Study Download: PDF
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Four Truths About US Hispanic Consumers
Inside the digital habits of U.S. Hispanic consumers. This study by Google and OTX found:
- 86% of online Hispanics are broadband users
- 78% of Hispanics have used a search engine to learn more about something they saw on TV ...
Preview the Study Download: PDF , PPT
Videos
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Google Hispanic Marketing Forum 2012: The Patient Journey
Research
Google Hispanic Marketing Forum 2012: The Patient Journey
Univision and Google partnered to get a better understanding of the Hispanic patient journey. This study explores how and why this consumer segment is important to healthcare marketers and shares insights on the best way to target this audience.
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Google Hispanic Marketing Forum 2012: Case Studies
Case Study
Google Hispanic Marketing Forum 2012: Case Studies
A compilation of case studies featured at the Google Hispanic Marketing Forum 2012 event. Ford, Nestle, Ai Media and Liberty University highlight how to engage with the US Hispanic audience using Google's ad products.
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Media Insights about US Hispanic Consumers
Interview
Media Insights about US Hispanic Consumers
US Hispanics are online and browsing all forms of content across all digital mediums.
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General Mills Case Study Video
Case Study
General Mills Case Study Video
Gen Mills connects with Latina female shoppers with Qué Rica Vida.
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Kraft Case Study Video
Case Study
Kraft Case Study Video
Kraft creates Comida Kraft, a culturally relevant in-language destination.
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Latino Passion Points
Case Study
Latino Passion Points
Theresa Inglesias-Solomon, Vice President, Multicultural and Latino for Best Buy, talks about connecting with the passion points in the Latino community. Television is still popular and mobile is more popular than standard computing, so apps such as the World Cup ...
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US Hispanic Trends
Case Study
US Hispanic Trends
Theresa Inglesias-Solomon, , Vice President, Multicultural and Latino for Best Buy, describes the United States as the second-largest Latino market in the world, and says that marketers need to recognize the cross-fertilization of both Anglo and Latin culture. The influence ...
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Latino Consumers
Interview
Latino Consumers
Theresa Inglesias-Solomon explains how "techno-stress" impacts customers purchasing electronics, and talks about how language and income barriers can compound the problem for Latinos. She also discusses how cultural differences in seasonal gift-giving should inform the timing of marketing communications.
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Hispanic Media Use
Interview
Hispanic Media Use
Dennis Cary, CMO/SVP of Bally Total Fitness, describes changes in media use by Hispanics as comparable to media use changes in the general population. Understanding how Hispanics switch between Spanish-language and English-language media is valuable.
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Television
Interview
Television
Dennis Cary, CMO/SVP of Bally Total Fitness, describes television and direct-response television as an important, high-impact element for the Hispanic market. However, as with all markets, television drives a variety of online activities, and the whole marketing mix comes to ...