Mauricio Romero
Hispanic consumers are the fastest-growing ethnic group in the US. The diversity of the Latino community brings new opportunities and challenges to marketing and sales teams. Understanding their culture, habits, and preferences is essential to serve and engaging brands with these consumers. Discover the current trends in the Hispanic market:
Current Trends for the Hispanic Market
To engage and gain the trust and loyalty of the Latino community, brands, media companies, and content creators must have a clear picture of the elements that define this group. This will help create proper communication and marketing strategies with the right message, channel, and timing.
Why Should You Target the Latino-Hispanic Market?
Latinos are the Fastest Growing Group in America
- 62 million Hispanics live in the United States; they are 19% of the total population.
- In twenty years, they have grown by 70% compared to the 9% of the non-Latino population.
- In the next 40 years, the group will double to 109 million. Compared to the expected growth of other groups, that will be between 18% and 27%.
Latino Population in Orlando, Florida
- The Orlando Metropolitan Statistical Area (MSA)conformed of; Lake, Orange, Osceola, and Seminole Counties, with 2.5 million people.
- 30% of this population are Latinos.
- The Latino household size is larger than the general population at 3.26 members versus 2.42 for non-Hispanics.
Latino Growth Population Comes with More Buying Power
- Latino spending is $1.9 trillion, equivalent to a whole country like Mexico or Australia.
- 1 of every 5 dollars comes from the Latino group.
- Latino spending in Florida is $165 billion per year.
Latinos in America Are a Young population group
- Latinos are the youngest minority group, with a median age of just 28 years.
Who does not want a share of this market?
How Can Brands Engage With the Latino Market?
Understanding the Latino mind and spirit will enable brands to design proper products and marketing campaigns, choosing the suitable media with the right message at the right time. Here are the insights:
Latino Community is Highly Social and Tech-Savy
Latinos always like to spend time with family and friends. Here are some facts:
- In a Latino Household, 98% aged 2+ own a smartphone, versus 95% of the U.S.
- For decision-making, they always rely on the recommendations of friends, family, and virtual networks.
- They always go shopping with a friend or family.
- Because shopping is social, they find it a great way to relax.
- Latinos Talk more; They like to give their opinion to their friends and in online reviews. They are proud to educate others; this is 37% more than other groups.
- They like to learn more through social media, videos, and friends' opinions.
- They love bargains.
The Latino Ear is Esencial To Connect With This Group
Latino Language, "SPANISH"
Here is my theory: Language is the cohesive element in all Latino cultures regardless of their origin or race mix. The Latino has developed the ear as a primary sense. Latino mothers speak loud and fast. To understand the mother, a baby needs to decode around 9 syllables spoken per second, versus English, about 6 syllables said per second.
- Nearly one hundred Latinos listen to an audio channel or media every week.
- Music for a Latino is a social and cultural connector.
- In 2018, 69.8 billion songs were on-demand audio and video streams of Latin music.
- 70% of Latinos listen to a podcast 1 to 5 times weekly.
- A Latino spends 13 hours per week listening to the radio.
- They prefer to engage with brand content in Spanish.
So if you are unsure what to say to a Latino, SING IT! and make a Jingle.
The Latino Eye, What They Like to Watch
What Latinos want to see in the media is to be represented. Not only in the camera but also in the contents behind the camera. Celebrities are a big part of this mindset. Latinos listen to and trust influencers and celebrities in endorsements and testimonials. Here are other facts:
- Latinos spend 29 hours per week on TV.
- 15% more in audio and video than the total US consumer.
- They spend 27 hours on apps and websites.
Latinos are Big sports watchers.
- 94 % of Hispanic males are sports fans.
- 56 % consider themselves avid fans.
- They are twice as likely to attend a sporting event once a week.
- 43 % percent of Hispanics feel loyalty toward sports sponsorships.
- 41% are inclined to buy products offered by the sponsors.
Challenges for engaging with Latino consumers
ETHNIC PLURALITY IS THE BIGGEST CHALLENGE
Latino families in the US have a 3 generation mix. The first generation of immigrants has a strong influence and deep roots in their country of origin. With these cultural influences of parents, grandparents, and uncles, preparing an appealing message that resonates can become a challenge and a more complex task than just saying it in Spanish.
Segmentation of cultural messages will be the success for authentic representation that will gather the attention and loyalty of the different Latino groups.
Latino Groups in the US
In the total Latino population, the most significant segments by their country of origin:
- Mexicans, 61.5%
- Puerto Ricans, 9.6%
- Cubans, 3.9%
Latino Groups in Orlando, Florida
- Puerto Ricans, 14.6%
- Cubans, 2.9%
- Mexicans, 2.6%
Emerging groups of the Latino communities
- 6.3 % Afro Latino
- 1.8 % Asian Latino
How to Build a Proper Message for the Latino Market
These are my last thoughts. A good message includes:
- Brand content in Spanish
- Brand alignment with values
- Visual representation
- Celebrate diversity
- Messaging and experiences should be less about immigration and focus on making America their home.
At Databranding, we have been internationally connecting Brands to the Latino Market since 1997. As a result, we can help our clients to make a strategy and perform proper tactics and messages to engage the Latino group.
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