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BizReport : Advertising archives : March 22, 2012

How to reach fast-growing Hispanic audience

Over the past twelve years there has been strong growth in the Hispanic demographic in the United States; the demo has increased by 43% since 2000. Their spending power is also on the rise, so advertisers, this is definitely a demographic to engage with. A new report from Yahoo! and MindShare forecasts that the spending power of Hispanic consumers will increase by about 50% over the next three years.

by Kristina Knight

The majority of US Hispanics are now second generation, meaning they were born in the US of Hispanic immigrants. Surprisingly, although the majority of the demographic base is now second-gen, they are greatly influenced by the first generation.

First-gen Hispanics are likely to be found seeking out in-language (Spanish based) content in categories like News, Entertainment and Food, finds the Yahoo!/Mindshare report.. Most (63%) of those first-gen consumers seek out Spanish content, in fact. For second-genners, content in Spanish isn't as important as the positive representation of their culture.

For both first-gen and second-gen, the study indicates marketers need to portray diversity in advertising, tailor messaging to the Hispanic population and be authentic.

How to connect?

• Use the Spanish language, on relevant ethnic-centric content sites for first generation Hispanics
• Offer diversity, relevant spokespeople and utilize more mainstream content sites for second generation Hispanics
• Tailor messaging to the demographic in both segments

The fast growth rate of the Hispanic population is only one reason marketers should take care with this demo. The other reason? When engage properly by content that is authentic, Hispanic consumers are likely to talk about the brands they like. But be careful, this demographic will also call out advertisers they believe portray the demographic negatively.

Tags: ad targeting, Hispanic demographic, MindShare, online advertising, Yahoo

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