Advertising Age recently released a report on the state of Hispanic Marketing in the United States today. The report, called Hispanic Fact Pack 2014, features data from Experian Marketing Services that looks at the attitudes, demographics and digital behavior of Hispanic consumers. This post highlights some of these findings.
As a growing population in the United States, the Hispanic demographic is gaining traction in the marketplace. In 2014, Hispanic consumers were responsible for 9.6 percent of the country’s discretionary spending, compared to 8.8 percent in 2011. This upward trend is especially prevalent in the entertainment arena, where share of spend on audio, video, gadgets and entertainment leisure has grown by 9 percent in the past year alone.
Marketers are taking notice. According to the Hispanic Fact Pack 2014, a report recently released by Advertising Age, U.S. Hispanic media spending rose 8.1 percent in 2013; among the top 50 Hispanic marketers, spending rose 14.2 percent.
This increased media spend targeting Hispanic consumers is due in part to the growing size of the population, but is also supported by the fact that Hispanic consumers are highly active in almost every media space. Based on data from the Experian Marketing Services’ Simmons New Media Study, Hispanic individuals spend the same or, in many cases, more time per day on almost every media-related activity, compared with the average U.S. consumer.
Much of the time Hispanic consumers spend with media occurs on their smartphones. In fact, they over-index for every smartphone behavior except for checking email, and they are particularly likely to spend time visiting Websites, downloading and streaming video, using IM/chat functions and listening to music on their smartphone devices when compared to their non-Hispanic counterparts.
Their affinity for mobile devices isn’t just for entertainment. Hispanic consumers also over-index for making purchases on tablets and cell phones. Ninety nine percent of all Hispanic tablet owners have made a purchase from their tablet, compared to 97 percent of all U.S. tablet owners. On cell phones, 88 percent of all Hispanic cell phone owners have made a purchase, compared to 75 percent of the overall U.S. population of cell phone owners. In fact, Hispanic cell phone owners are more likely to make mobile purchases in every category, especially over-indexing for booking travel services, buying personal care/toiletries and bidding on online auction items from their cell phones.
What’s clear is that Hispanic consumers are keyed into the developing technology and new forms of media, and they will be more receptive to mobile-oriented campaigns. Marketers seeking to engage this increasingly influential demographic need to take a mobile-first approach.