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.
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.
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.
US Hispanics are online and browsing all forms of content across all digital mediums.
Gen Mills connects with Latina female shoppers with Qué Rica Vida.
Kraft creates Comida Kraft, a culturally relevant in-language destination.
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 app are helpful to users. Latinos are responsible for 52% of all mobile downloads, so Best Buy has to be there with mobile for the customer.
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 of Latino culture on Anglo culture can be significant.
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.
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.
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 life.