Thursday, December 18, 2014

Why Brands Need To Understand The Nuanced Differences In The Hispanic Market

Today, the Hispanic market represents 17% of the U.S. population (54 million people). By 2042, multicultural America becomes the population majority. The online Hispanic population—internet-savvy (i)Hispanics—is already more than 41 million strong, consisting of 90% Internet penetration from English-dominant Hispanics, 82% from Bilingual Hispanics, and 63% from Spanish-dominant Hispanics (Pew Hispanic). Yet only about 5% of Hispanic advertising goes to digital even though Hispanics are online at scale and over-index on many digital behaviors. 

For example, some 93% of Hispanics use a mobile phone regularly and index about 10% higher than the general population for smartphone ownership. Hispanic mobile users also over-index on use of social networks on their mobile devices.

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