Setting Consumer Trends in
2013 and Beyond
Hispanics are the tipping point for marketers.
By Denira Borrero
Hispanics currently make up 17 percent of the U.S. population, but they are also 10 years younger on average, purchase more products from their mobile devices and engage in so-
cial media outlets more than non-Hispanics. Because of
their shopping habits, they are now estimated to make up
more than 20 percent of Wal-Mart’s and other discount
retailers’ customer base and spend more on an average
shopping visit compared to the general market. They love
the shopping experience and love talking about it (in
Spanish and English) with their friends, family and online
The fastest growing demographic segment in both
size and spending power, Hispanics have been coined
America’s “super-consumers” of the next decade. Not only
have they shown, recently, to be the tipping point for a
U.S. presidential election and key policy reform, but they
can also be the tipping point for making or breaking a
campaign, brand or retailer.
How to Reach Them
Media consumption behaviors have evolved quickly
with this segment and, in many respects, have leapfrogged
online/mobile device usage of non-Hispanic consumers.
Because of the strong cultural and language connec-
tion, Spanish language offline media is still the best driver
to reach this segment as a mass market. However, it is be-
coming clear that integrating an online presence both in
English and Spanish will close the sale for this group.
What to Keep in Mind
Following are some trends and strategic considerations
when planning an integrated Hispanic media strategy:
❯ An in-language website presence is a must. If you
are running Spanish language DR media, an in-lan-
guage website complementary to your English site
is necessary. Hispanics will research your product/
service online even if they de-
cide to call in or shop at retail.
The sites should toggle easily
between English and Spanish
and be mobile friendly.
❯ Optimize search engine
presence. Because most con-
Denira Borrero is COO of
Miami Beach, Fla.-based Omni
Direct. She can be reached at
(305) 535-8892 or via E-mail at
sumers use search engines (versus directly inputting
a site address into a browser), buying a short list of
relevant keywords in Spanish that direct them to
the in-language site will capture incremental sales.
Moreover, keywords in Spanish usually cost less be-
cause of less competitive bidding than in English.
❯ A testing ground for i TV, mobile and social
media. Since Hispanics are over-indexed in the
usage of these “newer” media channels, they can
serve as a perfect testing ground to launch new
products and marketing strategies while lowering
overall investment risk.
❯ Focus on over-indexed categories for long-term
planning. Hispanics are significantly more likely to
buy in certain categories, such as health and beauty,
haircare, fitness, family entertainment, food prepa-
ration, music, telecom services and baby products.
Marketers in these categories that look to the His-
panic consumer will have a competitive advantage.
❯ Get expert opinion on creative strategy. Many
companies make avoidable mistakes when devel-
oping advertising creative targeting this market.
Spend the time to seek out Hispanic marketing ex-
perts to provide insight into the best approach.
❯ A holistic approach to ROI measurement is
critical. Sales results gained from running Spanish-
language media is realized not only through your
Spanish call center and website but even more so
through your English language websites, retail sales
in all markets, and even through English language
call centers. ■
Social Shopping (online and offline)
Reach out to friends and family
Share opinions and write reviews
Use social networking sites
Mobile and Tablet shopping
Shop with a mobile phone
Shop with a tablet
Source: Leo Burnett and Lapiz “LatinoShop” Study, May 2012