One in six Americans identified themselves as Hispanic, (2010 US Census) making it the fastest growing ethnic segment in the country. Hispanics may be one of the most diverse ethnic groups within the U.S.
- The Mexican-origin population is the largest Latino group, accounting for more than 60 percent of the Hispanic-American population (dominant cultural segment in California, Texas and Arizona).
- In New York Hispanics of Puerto Rican or Dominican origin are dominant.
- In Florida, Cuban Americans are the top segment.
- Then there are the rising populations of Salvadorans (the largest group in Maryland and the District of Columbia) and Guatemalans.
Each of these groups brings its native cultural differences to the population.
Research indicates that Hispanics over index on technology. In fact Hispanics are much more likely to download an app, chat, or stream video, listen to music and play games than Non-Hispanics.
The Hispanic population has a major presence in large U.S. cities, but much Hispanic population growth is in suburban and exurban regions and smaller cities. More than half of the U.S. Hispanic population resides in just three states—California, Texas and Florida.
The top Hispanic cities include —
- New York
- Los Angeles
- Houston
- San Antonio
- Chicago
- Phoenix
- El Paso
- and Dallas
States with the fastest growing Hispanic populations (double from past decade) are —
- South Carolina
- Alabama
- Tennessee
- and Kentucky
A National Hispanic Consumer Study (Experian Simmons Summer 2011) reports that 56 percent of Spanish-dominant Hispanics agree that, “When I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business.” Similarly, 54 percent of Spanish-dominant Hispanics are “much more loyal to companies that show appreciation of our culture by advertising in Spanish.”
BRAND LOYALTY
Experian Simmons study reports, 26 percent of Hispanic adults “like to change brands often for the sake of variety and novelty.” That’s compared to just 16 percent of non-Hispanic adults who say they like to change brands.
Hispanic consumers also share via social media five times more often than non-Hispanic users. Content shared by Hispanic consumers is 35% more likely to be clicked on than content shared by the non-Hispanic population (Unilever, Mindshare Study).
According to the Pew Research Center’s Internet Project, 80% of U.S. Hispanic adults use social media, compared to 72% for the country overall, with 68% of U.S. Hispanic adults saying they used Facebook, Twitter or similar platforms, compared to 58% for the U.S. population.
NOTE: U.S. Hispanics are also more likely to follow a brand on social media.
Hispanic consumers are twice as likely to purchase the kinds of products they share about, compared to non-Hispanic consumers, who are only 1.3 times as likely to make a purchase compared to what they share online (Unilever, Mindshare Study). Hispanics love tablets and use them to purchase many products and services.
SOURCE
Koyen, J. (March 11, 2012). The Truth About Hispanic Consumers. AdWeek.
Sass, E. (February 25, 2014). Hispanics Lead Stats In Social Media Usage. Social Media & Marketing Daily.
