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Hispanic Marketing Trends For 2016

At one time, Hispanic marketing was as simple as putting your messaging in Spanish language. Now Hispanic marketing is delivering culturally relevant communications to a specific target audience. Essentially, it’s just like any other marketing campaign. You need to first define your audience, apply key insights and then develop a strategy that makes an engaging connection. To help you out, BARD has put together some key Hispanic marketing trends to consider when building a marketing campaign to Hispanics.

Mobile is Key When Reaching Hispanics

Hispanic Marketing Trends

photo credit: maxpoint.com

  • 45% of U.S. Hispanics now use their phones to go online more than they use a computer vs. 38% of non-Hispanics
  • 37% of all U.S. Hispanics adults say they often use their cell phone while watching television vs. 29% of non-Hispanics
  • 24% of U.S. Hispanics pay for a physical good with their phone vs. 13% of non-Hispanics

Facebook and Instagram are Top Social Channels

  • 73% of Hispanics use Facebook vs. 71% of white non-Hispanics
  • 34% of Hispanics use Instagram vs. 21% of white non-Hispanics
  • The media age of Hispanics that use Instagram is 27 vs 42 for white non-Hispanics
  • 25% of Hispanics use Twitter vs. 21% of white non-Hispanics
  • 21% of Hispanics use Pinterest vs. 32% white non-Hispanics
  • When it comes to video, 81% of Hispanics are more likely to visit video-sharing sites like YouTube vs. 69% of non-Hispanics
  • Hispanic influencer platforms are steadily increasing

Hispanics are Increasingly Engaging in e-Commerce

  • 54.1% of U.S. Hispanics have purchased electronics on a PC vs. 53.5% of non-Hispanics
  • 24.8% of U.S. Hispanics have purchased food on a PC vs. 23.% of non-Hispanics
  • 18.4% of U.S. Hispanics have purchased personal care items on a cell phone vs. 10.8% of non-Hispanics

How Hispanics Shop

Hispanic Marketing Trends

photo credit: thinknowresearch.com

  • 77% of Hispanic shoppers shop with another person vs. 51% of the total U.S. shoppers
  • 50% of Hispanics shoppers and 57% of Hispanic millennial shoppers try new flavors/products
  • 50% of Hispanic shoppers have purchased a grocery item online at least once in the past year vs. 40% of total U.S. shoppers
  • Almost 75% of Hispanic shoppers use technology for grocery shopping vs. 60% of total U.S. shoppers

Meals Matter in the Hispanic Household

  • 65% U.S. Hispanic shoppers have dinner at the dinning table or kitchen counter vs. 55% of total U.S. shoppers
  • Hispanic shoppers eat 3.3 meals a day vs. 2.8 meals for total U.S. shoppers
  • 23% of Hispanic shoppers say family requests drove the dinner meals they prepared vs. 12% of total U.S. shoppers

Hispanic marketing is more than just a bilingual campaign. Hispanic marketing is delivering culturally relevant communications to a specific target audience. Based on all of the above key insights, in 2016, to truly engage the Hispanic audience, you need to deliver rich and engaging content via a digital connection. For more Hispanic marketing trends, check out our 2015 blog on Hispanic marketing trends.

Sources: Mediapost.com, Pewresearch.org, Acosta.com

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