Most marketers looking to tap into the U.S. Hispanic market have already taken note of its ize — 55 million and growing — and substan- tial purchasing power: currently $1.5 trillion.
But now, with the substantial penetration of social
media usage, Hispanics have proven to have a reach
and influence far beyond their demographic group,
causing viral shifts across the mass market.
As a culture, U.S. Hispanics tend to have widespread, connected circles of friends and family. These
behaviors have proven to extend from the offline world
to the digital world in the past five-to-seven years with
the proliferation of mobile and tablet technology.
More so than the general public and other ethnic
groups, they interact on social media in multilingual
formats and share and engage in promotional content
regularly. A recent study conducted by Share This
examined real-time behavioral patterns and found that U.S.
; Five times more likely to share content vs.
; Twice as likely to click on shared content vs.
; Twice as likely to purchase the products they share
What are the driving forces behind the market im-
pact of U.S. Hispanics and why should marketers start
encompassing Hispanic strategies in their growth plans?
1. Hispanics are the “Power-Influencers”
in the U.S. Because of their growing market size and unique social behaviors, they
have proven to be the tipping point in
U.S. politics, business and entertainment
trends — particularly in the under- 40 age
group. Their influence will only grow in
importance, as more than 22 percent of the
current U.S. population age 25 and under is
Hispanic. Marketers will not be able to win
unless they win over Hispanics. Earning
their trust, loyalty and dollars can turn the
tide in favor of total market leadership.
2. Hispanics are primed to listen, be heard
— and represent long-term ROI. Hispanics
tend to be underserved with digital content
and online video relative to the demand
they generate. Hispanics also tend to be exceptional-
ly loyal and openly excited about brands that target
them with culturally relevant advertising. Compa-
nies that are making serious efforts to capture them
have gained not only loyalty but also active engage-
ment, seizing an opportunity to establish lasting
relationships and long-term ROI benefits.
3. Hispanics are leaders in mobile purchasing behavior. They are more likely to research, share and
purchase products and services through smartphones
or tablets compared to the general public. A 2014
Experian Marketing study showed 50 percent of
Hispanics are using their smartphones while watching TV compared to 42 percent of non-Hispanics.
And 54 percent actually watch videos through their
phones versus just 40 percent of non-Hispanics.
Effectively utilizing integrated mobile marketing
techniques will be key to the future success of direct-to-consumer campaigns.
4. Spanish-language media increases all online
sales. Although Hispanics are highly engaged in
Spanish-language TV and radio, when it comes to
the Web, Hispanics tend to consume content and
transact in English. Hispanics perceive English sites
to be more robust with information and to have
promotions updated more regularly. Search engine
protocols in the U.S. prioritize English-content sites,
which results in higher organic rankings. Bilingual
and multi-generational households tend to send the
younger, English-speaking household member to
purchase and/or research a product online. Multiple
case studies conducted on our own campaigns have
shown up to five times more Hispanic transactions
conducted through English sites vs. Spanish sites,
even though interest was generated through offline
5. Online content targeting Hispanics increases direct
and retail sales. Hispanics are more likely to review
product content on the Web prior to purchasing.
A recent study by eMarketer noted 53 percent of
Hispanic mobile buyers looked for online product reviews on their smartphones and tablets compared to
just 44 percent of non-Hispanics. Culturally relevant
and bilingual digital content build credibility and
higher overall purchase lift. ;
5 Reasons Why Hispanic Online
Behavior Increases Sales and ROI
By Denira Borrero