U.S. Hispanics are power users of mobile and over-index in video consumption
U.S. Hispanics are considered technology adopters and adapters. A 2018 Nielsen report examines the impact of digital technologies on the Latinx experience and cultural expression. Thirty-five percent of U.S. Hispanics agree that they are among the first of their friends to try new technology products (over-indexing non-Hispanic Whites by 36%), and 54% of Hispanics agree they are willing to pay more for top-quality electronics.
U.S. Hispanics also over-index in a myriad of other internet uses, such as consuming entertainment, seeking out product information, saving money and furthering higher education.
The digital space is one of my favorite areas to market to this audience,” says Fabian Castro, senior vice president, multicultural marketing for Universal Pictures, which promotes close to 80% of its releases annually to the U.S. Hispanic audience.
U.S. Hispanics are seeking to engage with brands that speak to them authentically.
They are looking for brand experiences that are tailored, multi-faceted, with 360° touchpoints delivered by brands that understand their needs and align with their values. By maintaining their roots and using technology to amplify their values and aspirations, Hispanics are continuing to advance and striving to redefine the future while staying deeply connected to their cultural roots.
Some facts for features from the last U.S. Census:
- Between 2010 and 2020, the Hispanic or Latino population grew by 23% – The Hispanic or Latino population grew from 50.5 million (16.3% of the U.S. population) in 2010 to 62.1 million (18.7%) in 2020.
- The Hispanic share of the U.S. population – Did you know the Hispanic share of the U.S. population (as of April 1, 2020) is 18.7%? This makes people of Hispanic origin the nation’s second largest racial or ethnic group.
- States with the highest Hispanic population as a percentage of the total population – New Mexico where the Hispanic population accounted for 47.7%, up from 46.3% in 2010. And California, where the Hispanic population was 39.4%, up from 37.6% of the state’s population a decade earlier.
- Texas counties where the Hispanic population was the largest racial or ethnic group – As of April 1, 2020, the number was 72, up from 64 counties in 2010.
- The share of children (under the age of 18) who were of Hispanic origin – As of April 1, 2020, the number was 25.7%, up from 23.1% in 2010.
Editor’s note: The preceding data were collected from a variety of sources and may be subject to sampling variability and other sources of error. Facts for Features are customarily released about two months before an observance in order to accommodate magazine production timelines. The data are intended to assist media in writing feature stories on these commemorations, which range from Hispanic Heritage Month to the Holiday Season.
Mobile Marketing for the Hispanic Market
Hispanic Market Advisors® is helping businesses of all sizes with smart mobile marketing strategies to reach US Hispanics. You do not necessarily need to include marketing in Spanish to reach Latinos, especially those that are more acculturated, but you definitely need to include mobile marketing in your overall Hispanic Marketing efforts.
Read this infographic to learn benefits of mobile marketing to reach U.S. Hispanics, and feel free to contact us to discuss specific ways we can help you.