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The (Data Validated) Latino Language Choice when Advertising to Hispanics

There is no doubt about it, Spanish is here to stay. In fact, national statistics show that by 2034, 70% of U.S Hispanics aged 5 and older will speak some level of Spanish at home. However, to be noted is that this same research study confirms that 93% of US Hispanics speak English at some level today. Additional research studies show that Hispanics that consume digital content are overwhelmingly English speakers.

Social Conversations Among Hispanics Favor English

Following this trend on social media, the OYE! Intelligence research platform was utilized to find what was the Latino language breakdown of U.S. Hispanics in various industries with heavy daily conversation. The OYE tool is not a survey, instead relying on natural conversation that it anonymously collects to provide insights on specific trends. Through the Hispanic social listening tool, it was found that in the Hair Products Industry, English was the dominant language at 63%, followed by Spanish at 28% and Bilingual at 9%. The OYE platform identifies bilingual as any social media post which contains at least one English word, and one Spanish word.

Hair Products

Latino Language Choice: Hair Products Industry

 

Fast Food Conversation Trends towards English with Exceptions

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The Horrors of Cross-Cultural Advertising Translations

When it comes to translating a word or a sentence to another language the quickest way is to use an online translator that gives you a hopefully near-perfect translation. But what happens when these go wrong?

Brands and agencies spend millions of dollars each year translating their content to precisely share their message with speakers of a foreign language, or residents of another country. However, the high expense does not necessarily mean that the message will directly translate and be culturally relevant to the consumer. As we examine deeper, American companies have made some funny, yet horrible cross-cultural advertising translations to Spanish speakers worldwide. These errors have likely cost the companies dollars as well as lost opportunities to make relevant cultural connections with potential new clients.

Parker Pens won’t make you Pregnant

parker penA prime example of a historical translation error was when Parker Pen marketed their ballpoint pen in Mexico. Their English ad slogan was, “It won’t leak in your pocket and embarrass you.” Though, the company mistakenly thought that the Spanish word for ’embarrass’ was embarazar, which actually means to be pregnant. The Spanish ad comicly stated, “It won’t leak in your pocket and make you pregnant.”…

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How Many US Hispanics on Twitter

Updated on 9/9/2015

Several years ago, we provided an outlook of how many US Latinos/Hispanics can be found on Twitter.  Today we announce the much needed update which discusses the number of total US Hispanics on Twitter.  This is key information for brands looking to launch a Twitter account targeting US Latinos as it provides an estimate of how large the followership of your brand’s Twitter profile could potentially be.  Further, this article contains insight into which language should be used for the voice of the Twitter profile.  Choosing to use English, Spanish or a bilingual approach on the Twitter account is a very real question that all brands need to decide upon as they look to target the Hispanic market.

Now lets review the numbers.

9.6 Million US Hispanics using Twitter.

Today there are approximately 9.6 million US Hispanics on Twitter.  Of that amount 31%, or 3.0 million Hispanics, prefer Spanish and would be more likely to follow a Twitter profile providing Spanish content. 44%, or 4.2 million US Latinos favor English and are more likely to follow a Twitter profile that is providing stories and media in English. Finally, 25% of US Hispanics (2.4 million) are bilingual …

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Top 4 Methods for Translating a Website to Spanish

Updated on August 31, 2015.

globe

As of 2015, there are approximately 54 million Hispanics in the US holding nearly $1.5 trillion in purchasing power. As the US Hispanic population and purchasing power grows, it has become increasingly important for companies in many industries to translate their websites into Spanish. At face value this seems like a very simple proposition. However, it quickly becomes apparent that there are several ways to go about translating content. Which is best? This is a difficult question to answer. There are two basic methods of translating a page, using software or by hiring someone and there are instances where either method is superior.

In this article we provide a description of each method of translating a website to Spanish for you to consider when you’re faced with the tough decision of how to communicate with your Spanish seeking audience.  We listed the time it would take as well as an approximate cost for a typical 10 page website.

Option 1 – Machine Translatation

Time: 15 minutes
Cost: Free

Machine translations, such as Google Translate are increasing in popularity as they have continuously improved in accuracy.  Google for example uses statistical machine translation which uses an …

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Straight Outta Compton – Hispanic Culture & Movie Marketing

Movie Ticket This weekend the film Straight Outta Compton made over 60 million dollars in its debut. This is the highest revenue music biopic that has ever debuted, and the fifth biggest August opening of all time. The movie has performed well in reviews, with an 8.4 rating out of over 10,000 user reviews on IMDB, proving it has universal appeal to the total market.  The movie, with a $29 million budget, is extremely profitable and the marketing used to promote the film has been exceptional.  Universal Studios savvy strategy included a very viral approach including UFC product placement, popular memes, and even skywriting among other more traditional tactics.  However, an un-discussed piece of their strategy was their Hispanic push that helped drive these numbers.

Banners were seen in Hispanic neighborhoods in large metro areas throughout the country. - image courtesy of www.thewrap.com

Banners were seen in Hispanic neighborhoods in large metro areas throughout the country. – image courtesy of www.thewrap.com

As you see from the Instagram screenshot below, Universal Pictures used their Hispanic focused Instagram account to promote this blockbuster. They knew that the film would resonate well with a Hispanic audience and chose to advertise it not only on digital forums such as this but also on traditional media such as banners, billboards, and more. With record …

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8 Insights to know about hispanic millennials, #8 Advertising

Advertising

AdvertisingUS Hispanic Millennials over-index in being receptive to advertisements and offers from brands about their products and services. Experian Marketing Services in 2013 discovered that 19% of Hispanics aged 18 to 34 are interested in receiving advertisements on their mobile devices, compared to only 9% of non-Hispanics of the same age group.  In fact 23% of Hispanic Millennials confirmed they would be likely to follow up and complete a purchase of products they had seen advertised on their mobile devices.  This can be compared with just 14% of non-Hispanics who reported the same.

Additionally, in 2013 Hispanic market research firm ThinkNow found that 77% of Hispanic Millennials confirmed that advertising received on their mobile phones provided information useful to them about new products and services they would consider for purchase.

 

There you have it. So whether you are actively pursuing the Hispanic Millennial market or simply care to know more about this group we sure hope that you enjoy this Hispanic mobile advertising report. Please take a moment to share with us via social media or our contact form about what your brand is doing to connect with this ever-evolving, and always interesting group!


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8 Insights about Hispanic Millennials – Mobile Usage, #7

Mobile

MobileSmartphones are a particularly beloved device among all Hispanics, and Millennials are no exception. Nearly three-fourths of Hispanic Millennials report owning a smartphone, compared with just 34% of the older generation. Why is this? you may wonder. Consider that Hispanic Millennials mobile usage is often impacted by the likelihood that they may live in multigenerational households with more people in them, where in these cases mobile devices offer special benefits: including privacy and freedom.

Some recently published facts from the 2014 Nielsen Digital Consumer Report include that mobile data usage is 16% higher among Hispanics compared with non-Hispanics. Hispanics are twice as likely to upgrade their tablets as their peers, and nearly half (49%) of all Hispanic respondents planned to upgrade their smartphones within the next 6 months.


Want the full report with all 8 insights? Get it emailed to you by requesting it below.

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References:
http://www.slideshare.net/tinhanhvy/the-digital-consumer-report-2014-nielsen (#
http://issuu.com/azhcc/docs/2014_datos_az_book/1

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8 Things to Know About U.S. Hispanic Millennials, #2 Social Media

Social Media:

SocialMediaThe evidence keeps piling up, as more studies confirm that Hispanic Millennials lead the general population in social media usage.

In 2012 the Pew Research Hispanic Center, a project of the Pew Research Center, shows that 84% of Hispanic internet users between ages 18 and 29 are users of Facebook, Twitter or another social networking site.

Specifically to the Millennial age range (18-34), Hispanics over-index in their usage of social media.  86% of U.S. Hispanic Millennials use social media, compared to only 47% for their non-Millennial Hispanic elders, and the younger group is also more likely to follow a brand on social media.

A recent study, commissioned by Unilever with its media planning agency Mindshare and performed by social media tool ShareThis, concluded that Hispanic consumers are twice as likely to share content or click on shared content than the general population.  They found that content shared by Hispanic consumers is 35% more likely to be clicked on than content shared by the non-Hispanic population. It was also discovered that Hispanic consumers are twice as likely to purchase the products they share about, compared to non-Hispanic consumers, who are only 1.3 times as likely to make a purchase …

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8 Things You Should Know about U.S. Hispanic Millennials, #1 – Language

Language Pic.If you are a professional working in the Advertising or Marketing industries, it is very likely that you have spent considerable time thinking about the most effective way to reach and attract today’s Millennials and more specifically, U.S. Hispanic Millennials.
At Nativa we set out to provide you with 8 insights regarding Hispanic Millennials that can help you not only to understand this evolving market, but also to assist you in the creation of meaningful strategies to effectively reach this important market.
Hispanic Millennials are the second-largest group of Spanish-speaking Americans, and represent 17% of total U.S. Millennials. The median age of U.S.Hispanics is 27 (meaning the average Hispanic is a millennial) compared to 37 for the general market, a full 10 years older. The realization about how Hispanic Millennials are different than their mainstream counterparts in their consumption behavior and even from elder Hispanic generations has become an important lesson for anyone working in the advertising/marketing industry.


So let’s take a look at some of the main traits of the new U.S. Hispanic Millennials, shall we?

1. Language:
According to Hispanic marketing expert Mike Valdes Fauli, “Hispanic millennials are not acculturating; they’re shaping the broader culture. They’re

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What Makes Arizona Hispanics Unique?

In the business of mass communications, understanding American culture across the states is tough. Understanding minorities’ diverse cultures across the regions is even tougher. Now ask yourselves, what happens when you’re dealing with 1st, 2nd, 3rd and even 4th generation minorities in one place – all uniquely different?

All of these generations differ in backgrounds, customs, traditions, dialects and, of course, buying considerations/triggers.  Having so many different generations of Latinos in one region is part of what makes the state of Arizona so special. Another major reason that Arizona is unique is due to the homogeneity of country of descent from Latinos in the region.  While Latinos in other regions particularly on the east coast tend to be more diverse as far as the country of descent, Arizona is truly set apart by the dominance of Mexican heritage.  In fact, according to the 2014 Arizona Hispanic Chamber of Commerce Datos study, over 90% of Phoenix-area Hispanics are of Mexican descent, which compares to only 63% for the entire nation.

NATIVA_AZ_LATINOSThis statistic is huge when one recognizes the strong culture that Mexicans have, especially when considering the relevant customs and holidays that are shared by this group.
Making things

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