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BizReport : Advertising archives : October 14, 2016

Yahoo data IDs how Hispanic consumers prefer to communicate

Recent Yahoo data about the Hispanic consumer base in the US could be helpful to brands trying to engage; among the more interesting findings is that more than half 'actively look' for content that is tailored to their heritage.

by Kristina Knight

But, just putting an ad into Spanish isn't what they're looking for. The report found that while Hispanic people would like ads targeted to them, having ads targeted to them but in the English language is also important.

"More than half (53%) of third-generation Hispanics welcome advertising targeted specifically to them as a Hispanic/Latino. It's not every day you have consumers who want to say "yes" to advertising -- it's a clear indication of the opportunities that lie within this audience; the challenge therefore is to ensure the advertising is done strategically and tastefully," said David Iudica, Senior Director of Industry Insights, Yahoo. The study found more than half (65%) would like more ads based in the English language that are targeted to their heritage.

Other interesting findings from the report include:

• 75% of Hispanics say it 'is important' to speak Spanish to preserve their culture/heritage
• Hispanics also stay in touch with their culture through food and holiday observations
• 64% use social media for entertainment
• 60% use social to connect with friends and 56% to connect with family

"This generation has specific thoughts when it comes to advertising, and it's imperative for brands to understand the difference between "Hispandering," and the true cultural realities of their experience," said Iudica. "Too often these consumers are turned off by the way they're marketed to when it comes to inappropriate representations of their culture -- for example, in the survey, "Latin-style dancing" was the least important ad element indicated by respondents. Given that they feel at home in both of their cultures, there are a number of ways brands can develop a strategy that taps into this identity. To start, successful brands will counter negative stereotypes, be strategic about their use of Spanish, and ultimately, will depict both Hispanic traditions and American culture in their marketing."

The full report can be found here

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

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