Marketing to Hispanics

From 2010 to 2013, Louisiana Hispanics had the highest percentage increase in buying power of any ethnicity in the state at 24%.

- The total average increase was 11.2%. 

The projected Hispanic population of the United States by July 2050 will be 132.8 million.

163% increase in population between 2010 and 2050, making up 30% of the population by July 2050.

Buying power in 2010 was $1 TRILLION. - The estimates for 2015 are about $1.5 trillion.- A 50% increase in five years!

So, how do we talk to this growing population?

Digital

Video ContentThe average Hispanic spends more than eight hours watching online video each month – over 90 minutes longer than the U.S. average.

Smartphones are becoming the “first screen”.

10 million Hispanics watch mobile video for an average of more than six hours per month.

How do we speak to this growing population?

More than Translation“I had always assumed that 'Hispanic marketing' meant Spanish, but a vast majority of our Hispanic target is what we call 'acculturated'—they speak English, perhaps Spanish at home, and they consume media in both.”

Jared FixU.S. Vice President and General Manager

Mixables at Beam Suntory

AT&T is among many national advertisers seeing the change in how to speak to this new Latino.

5 Predictions for Marketing to Hispanics1. “Hispennials” will be the “it” consumer.2. Hispanic content marketing will flourish.3. Hispanic online video will move from nice-to-

have to must-have.4. Power to Hispanic digital influencers.5. Hispanic e-commerce will gain steam.

espnola.com