Reaching the Hispanic Consumer
Why should you be targeting the Hispanic Community?
1 Business Opportunity
Hispanic buying power is expected to grow from $1 trillion in 2010 to $1.5 trillion in 2015. 1
2 Projected Growth
Hispanics are the largest minority in the United States and still growing. More than half
the increases in the population during the 2010 census came from those from Hispanic
origin. 2
Year Hispanic Population Size (in
millions)
Hispanic Share of total
population in the U.S.
1990 22 M 9%
2000 35 M 13%
2010 51 M 16%
2050 133M 30%
3 Language Option
More than half of Hispanics regularly consume Spanish language media – both offline and
online. 3
One quarter of all millennials are of Hispanic origin and the majority of these are bilingual.
Hispanics are more likely to read or write reviews than the general population.
U.S. Hispanics are spending more time on social networks, specifically on mobile device than
general U.S. population.
Sources 1 Selig Center for Economic Growth
2 US Census Bureau
3 Experian Simmons
Tips for targeting the Hispanic Community
Trend Communication Opportunity
Population growth continues in traditional Hispanic markets, but there are new growth markets emerging in the U.S.
Consider the emerging growth markets as an opportunity to stand out (we can help you identify which markets you should be considering)
Shopping trips are more likely to be taken with the family, therefore influencers have a big impact on the decision making process
For greater impact don’t forget to consider the influencer in your communication strategies
Latinos aspire to true biculturism -celebrating their ethnicity and blending in aspects of mainstream culture
You do not need to have an in-language campaign to reach the Hispanic consumer. Contexual communications can also be effective (contextual communication using images and story lines that resonate, in this case, with the Hispanic consumers in more traditional media channels)
Reasons to buy for the Hispanic community are not always the same as general market
Do not assume that your consumer insight for the general market is going be to the same as the consumer insight for the Hispanic consumer – you need to research to understand the reason to buy for the Hispanic community
Giving back to the community is important for Hispanics
Identify the right community partnership for you brand/company to get involved with as a way to gain credibility and engage influencers
For more information please contact your client services team or
Allan Dib, SVP Planning at [email protected]
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