Targeting U.S. Hispanics—what this influential audience wants from brands and content

by | Jan 31, 2020 | Public Relations

Hispanics in the U.S. have emerged as one of the most powerful and influential consumer sectors for brand PR and marketing—but communicators are dropping the ball when it comes to engaging this group. New research from Hispanic-focused advertising firm H Code provides new insights for brand communicators on the preferences and habits of Hispanic consumers in the U.S. when it comes to digital media.

The firm recently released its 2020 Digital Fact Pack, showcasing new research on content consumption among U.S. Hispanics, who now prefer digital and social channels to traditional mediums. The research highlights the adoption of smart technology, device and language preferences, sentiments around brand marketing, and the importance of culture and authentic connections with this powerful audience.

Targeting U.S. Hispanics—what this influential audience wants from brands and content

“H Code’s Digital Fact Pack reinforces our knowledge that brands can no longer ignore the rapidly-growing U.S. Hispanic market. With a $2.3 trillion GDP and accounting for half of the country’s population growth over the past two decades, this demographic is a crucial target for brands trying to increase their ROI,” said Parker Morse, CEO and founder of H Code, in a news release. “Our research shows that Hispanics are paying close attention to brands and those that make an effort to represent them gain their loyalty.”

Ad budgets don’t reflect Hispanic influence

Despite their massive influence, brands dedicate only 4.2 percent of advertising budgets to this audience. And Hispanics are taking note: 78 percent don’t think brands target them enough and believe it’s time brands recognize the power of the Hispanic community. If brands commit to prioritizing this audience, they will be rewarded with increased brand loyalty, affinity, and customer lifetime value.

Targeting U.S. Hispanics—what this influential audience wants from brands and content

In fact, 75 percent of Hispanics say they are more likely to think favorably of a brand or purchase their products if they make an effort to include elements of their culture, and 80 percent stay loyal to a brand once they find one they like. As a result, these new insights into this audience provides an incredible resource for brands looking to inform their campaigns and influence this consumer market.

100% Hispanic and 100% American

Culture is a significant part of the Hispanic market in the U.S. and is driven by the varying heritages and backgrounds that make up this highly diverse audience. The majority (84 percent) of respondents say their culture is a mixture of American and Hispanic culture. Brands must understand that this audience has interests, values, traditions, and preferences that blend two worlds. Understanding their nuances is key for any brand looking to successfully reach them.

  • 72 percent are more likely to connect with an ad that shows their culture
  • 69 percent believe there should be more ads specifically made to resonate with the Hispanic community

Targeting U.S. Hispanics—what this influential audience wants from brands and content

Spanish over English? Try both

When it comes to language, the Hispanic market shatters stereotypes, meaning that marketing to Spanish-dominant audiences is an outdated practice. The majority of this diverse, engaged audience either prefers English-language content or consumes bilingual content across mediums and platforms: 66 percent take notice of bilingual advertising campaigns because they reflect their own experience and 71 percent don’t have a preference to the language of digital ads, so long as they match the language of the surrounding content.

Targeting U.S. Hispanics—what this influential audience wants from brands and content

Language preference watching TV or movies:

  • 53 percent watch in English
  • 30 percent watch in both English and Spanish
  • 17 percent watch in Spanish

Language preference listening to music:

  • 41 percent listen to English and Spanish
  • 40 percent listen in English
  • 19 percent listen in Spanish

Targeting U.S. Hispanics—what this influential audience wants from brands and content

Family over followers

Nearly two-thirds (64 percent) of Hispanics say they use social media to stay connected with friends and family, emphasizing the importance of emotional connections, family, and social communities to this audience. The two most popular social media platforms among U.S. Hispanics are Facebook (78 percent) and YouTube (71 percent), followed by:

  • 65 percent Instagram
  • 43 percent Snapchat
  • 41 percent WhatsApp
  • 36 percent Pinterest
  • 34 percent Twitter

Targeting U.S. Hispanics—what this influential audience wants from brands and content

The report showcases the immense opportunity available to brands that target the Hispanic market. Digital will be at the forefront of Hispanic advertising, and insight-driven campaigns strategically tailored will resonate most and ensure success.

Download the full report here.

The 2020 Digital Fact Pack was produced by H Code and uses data collected from the H Code Intelligence Center’s Hispanic Digital Consumption Survey, which ran during Q4 2019. The survey had 1,069 Hispanic respondents, both English- and Spanish-speaking, and is representative of all main geographical areas of the United States.

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Richard Carufel

Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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