target marketing: hispanics in the us part 1 of 3

TARGETMARKETING:

HISPANICS IN THE USA look at how to market to the Hispanic population in

the US. From statistics to trends for this new year, marketers can better understand this demographic

and learn how to market to them efficiently.

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Table of Contents:Page Title: Page Number:Demographics 3Statistics 13Market Overview 21Facts 44Things to Avoid 57How to 65Marketing Best Practices 86Hispanic Generational Marketing 97Hispanic Gender Marketing 110Growth Sectors 126Trends 150Work Cited 165

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Demographics:$45,150 is the Median household income

14.8% of Hispanics aged 25 or more have a bachelors degree

15.2 million, the largest Hispanic population in California

17.6% of the total population in 2015 was Hispanic

20% of millennials are Hispanic

Compiled by Author from: census.gov & factfinder.gov & socialcode.com

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Age Distribution in 2015:

Overall Hispanic Populatio

n Age Distributi

on:

Under 5:

5,143,540

5 to 13: 9,187,5

95

14 to 17:

3,819,046

18 to 24:

6,680,740

25 to 44:

17,159,007

45 to 64:

10,829,940

65 and Over:

3,772,925

Compiled by Author from: census.gov & factfinder.gov

Overall Median

Age:29

5

Language:

28%

31%

41%

Language at Home:

Spanish English Bilingual

Compiled by Author from: thinkwithgoogle.com

16%

52%

32%

Language Online:

Spanish English Bilingual

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Origin Distribution 2015:

63%10%

4%

4%3%

2%

14%

Hispanic Origin in the US:

Mexican Puerto Rican Salvadoran Cuban Dominican Guatemalan Other

Compiled by Author from: census.gov

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State Population:

Arizona

California

Colorado Florida

Illinois New Jersey

New Mexico

New York

TexasCompiled by Author from: census.gov

States with Hispanic Populations of more than 1 million:

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Advertisement Statistics:

41% feel more favorable about a brand that aims to be culturally relevant

80% prefer ads that incorporate Spanish messaging

88% pay attention to ads when it includes aspects of Hispanic culture, regardless of language

93% of Hispanics act on ads they recall seeing such as performing a search, visiting a website, or making a purchase

Compiled by Author from: socialcode.com & thinkwithgoogle.com & nielsen.com

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Digital Media Statistics:

200% increase in the number of Spanish keyword searches across key categories, such as auto,

food, beauty, and others

54% of consumers use

the internet when gathering

information about a purchase

56.7% of Hispanics

smartphone owners have

Androids

61% use search engines on a

tablet or smartphone for local shopping

Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print & nielsen.com & thinkwithgoogle.com

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Facebook Statistics:

71% of Hispanics use Facebook to connect with loved ones every day

89% of Hispanic Millennials use social networking sites

95% of Hispanics on Facebook login from their phones

Compiled by Author from: socialcode.com & nielsen.com

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Traditional Media Statistics:$7.83 billion

US Hispanic major-media

spending on TV, cable,

newspaper,

magazines and radio

13 hours and 15

minutes they spent

listening to radio

each week

16.3% of Hispanic

s can only be reached on TV

34% of consume

rs use television when

gathering

information

about a purchas

e

36% Growth

in Latino unique viewers on Hulu

Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print & socialcode.com & thinkwithgoogle.com

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Consumer Expenditures 2013:

Housing36.60%

Apparel4.60%

Trans-portation18.20%

Enter-tainment

3.90%

Personal Care

Products1.20%

Health Care4.60%

Other13.90%

Food at Home9.60%

Food Away from Home

6.50%

Alcoholic Beverages

0.90%

Consumer Expenditures in 2013:

Compiled by Author from: adage,com

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Consumer Purchasing Power:

2010

2012

2015

2017

0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8

1

1.2

1.5

1.7

Purchasing Power in Trillions of Dollars:

Compiled by Author from: statista.com

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Discretionary Spending by City:

Most Hispanic Discretionary Spending by City:

Los Angel

esNew York Miami Houst

onSan

Antonio

Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

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Discretionary Spending by Region:

South

$85.73

Billion

West

$79.39

Billion

Northeast$30.3

5 Billion

Midwest

$18.61

Billion


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Hispanic Media Agencies and Groups:

TapestryMEC

Multicultural

MV42ZO

Multicultural

OMD Multicult

ural

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Internet Usage:

2014 2015 2016 2017 202064%66%68%70%72%74%76%78%80%82%84%

71.00%

74.20%

76.50%

79.00%

81.90%

Internet Usage Penetration:

Compiled by Author from: statista.com

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Language Preferences by Medium:


Listening to Radio:

Only in EnglishMostly English but Some Span-ishMostly Spanish but Some Eng-lishOnly in SpanishOther Language

Reading:


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Language Preferences by Medium:


Watching TV:


When Online:


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Largest Hispanic Agencies:

EventusLopez Negrete Communicatio

nsConill Alma

Bravo Group Latin Works Dieste Grupo Gallegos

GlobalHue Casanova//McCann


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Largest Hispanic Websites:Univision Digital

Terra- Telefonica

Prisa

EHowEnEspanol.com

Batanga Media SitesCompiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

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Largest Marketers by Hispanic Medium:


Advertisers on Websites:

Verizon Communications

Kellogg Co.

AT&T

Nissan Motor Co.

Charter Communications

Broadcast & Cable Network TV:

Genomma Lab International

Procter & Gamble Co.

Dish Network Corp.Deutsche Telekom (T-

Mobile)AT&T

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Magazine:L'Oréal Procter &

Gamble Co.Johnson & JohnsonMars

IncGrupo Televisa

Newspaper:

Target Corp.

Sears Holding Corp.Macy

’s Kohl’s Corp.

Academy Sports & Outdoor Stores


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Spot Radio:SoftBank Group (Sprint

Corp.)Deutsche Telekom (T-

Mobile)AT&T

Univision Holdings

Verizon Communications

Spot TV:Charter

CommunicationsNissan Motor Co.

Comcast Corp.

AT&T

Ford Motor Co.


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Media Ad Spending:

Network TV

Spot TV

Cable TV

Newspaper

Magazine

Other Print

Sport Radio

$0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500 $4,000 $4,500 $5,000

$4,625

$1,281

$288

$787

$378

$48

$425

Hispanic Major Media Ad Spending in 2015 by Medium:


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Media Ad Spending:

59%16%

4%

10%

5%1% 5%

Percent of Total of Media Ad Spending:

Network TVSpot TVCable TVNews-paperMagazineOther Print


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Work Cited:• "15 Stats Digital Marketers Should Know About Hispanic Consumers | Blog." SocialCode. N.p., 15 June 2016.

Web. 09 Feb. 2017. <http://socialcode.com/thought-leadership/blog/insights-brief-15-stats-digital-marketers-know-hispanic-consumers/>.

• "American FactFinder - Results." U.S. Census Bureau. N.p., n.d. Web. 09 Feb. 2017. <https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk>.

• Bueno, Brian. "The Growing Hispanic Population Means Big Business for These Seven Sectors." AHAA.org. IBIS World, Aug. 2011. Web. 23 Feb. 2017. <http://www.ahaa.org/Portals/0/Research/The%20Hispanic%20Consumer/Power,%20Influence%20&%20Behavior/The%20Growing%20Hispanic%20Population%202011.pdf>. Online PDF

• Bureau, US Census. "FFF: Hispanic Heritage Month 2016." US Census Bureau. N.p., 12 Oct. 2016. Web. 09 Feb. 2017. <http://www.census.gov/newsroom/facts-for-features/2016/cb16-ff16.html>.

• "Captura Group." Hispanic Online Marketing. N.p., n.d. Web. 22 Feb. 2017. <http://www.hispaniconlinemarketing.com/2016/12/hispanic-digital-predictions-for-2017/>.

• Deesing, Jonathan. "How to Effectively Market to the Growing US Hispanic Market." MarketingProfs. N.p., 29 July 2015. Web. 22 Feb. 2017. <http://www.marketingprofs.com/articles/2015/28151/how-to-effectively-market-to-the-growing-us-hispanic-market>.

• "Five Insights For Reaching Hispanic Consumers In 2016." N.p., 8 Dec. 2015. Web. 22 Feb. 2017. <http://www.mediapost.com/publications/article/264267/five-insights-for-reaching-hispanic-consumers-in-2.html>.

• Goffan, Havi. "Uncovered Facts About Online Hispanic Women and their Media Usage ." Target Latino. N.p., 18 May 2015. Web. 23 Feb. 2017. <http://hispanic-marketing.com/facts-online-hispanic-women-media-usage/>.

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Work Cited:• "Hispanic Influence Reaches New Heights in the U.S." Hispanic Influence Reaches New Heights in the U.S. N.p.,

n.d. Web. 09 Feb. 2017. <http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-us.html>.

• "Hispanic Marketing Predictions For 2017." Mediapost. N.p., 22 Dec. 2016. Web. 23 Feb. 2017. <http://www.mediapost.com/publications/article/291663/hispanic-marketing-predictions-for-2017.html>.

• "Hispanic Millennials: Top 5 Insights and Strategies." Latinum Network. N.p., 11 Dec. 2015. Web. 23 Feb. 2017. <http://www.latinumnetwork.com/hispanic-millennials-marketing-insights3/>.

• "Hispanics, Transforming the Consumer Landscape." Hispanics, Transforming the Consumer Landscape. N.p., n.d. Web. 09 Feb. 2017. <http://www.nielsen.com/us/en/insights/news/2016/hispanics-transforming-the-consumer-landscape.html>.

• "Hispanic TV consumption down, smartphone apps&web use way up." NScreenMedia. N.p., 29 July 2015. Web. 09 Feb. 2017. <http://www.nscreenmedia.com/hispanic-tv-consumption-down-smartphone-user-way-up/>.

• "Is Big Data Missing The Big Picture: The Hispanic Market." MediaPost. N.p., 2 Feb. 2017. Web. 09 Feb. 2017. <http://www.mediapost.com/publications/article/294243/is-big-data-missing-the-big-picture-the-hispanic.html>.

• Magazine, Advertising Age. Advertising Age supplement Hispanic Fact Pack. 13th ed. N.p.: Advertising Age, 2016. Print

• "Marketing to Hispanics Online - The Statistics." 360 Content Pro. N.p., 01 May 2016. Web. 09 Feb. 2017. <http://360contentpro.com/marketing-to-hispanics/>.

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Work Cited:• "Multicultural Consumers by the Numbers: From Shopping to Tweeting." Advertising Age News

RSS. N.p., 06 Apr. 2015. Web. 09 Feb. 2017. <http://adage.com/article/news/multicultural-consumers-numbers/297869/>.

• "New Research Shows How to Connect With U.S. Hispanics Online." Think with Google. N.p., n.d. Web. 22 Feb. 2017. <https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html>.

• Peng, Daven, and Lodovica Biagi. "• Statista - The Statistics Portal for Market Data, Market Research and Market Studies." • Statista - The Statistics Portal for Market Data, Market Research and Market Studies. N.p., n.d. Web. 09 Feb. 2017. <http://www.statista.com/>.

• Sergio Restrepo, VP Global Digital Marketing Services, Lionbridge. "10 Best Practices For Marketing to Hispanic Consumers." The Translation and Localization Blog. N.p., 22 Nov. 2016. Web. 22 Feb. 2017. <http://content.lionbridge.com/10-best-practices-for-marketing-to-hispanic-consumers/>.

• "What You Need To Know About Marketing To Hispanic Consumers." Markdebrand. N.p., 04 Oct. 2016. Web. 22 Feb. 2017. <http://markdebrand.com/marketing-hispanic-consumers/>.

• "Why Brands Still Don't Have A True Hispanic Marketing Strategy." MediaPost. N.p., 29 Dec. 2016. Web. 09 Feb. 2017. <http://www.mediapost.com/publications/article/292005/why-brands-still-dont-have-a-true-hispanic-market.html>.

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