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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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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.


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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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Phoenix Arizona Hispanic Advertising – Careful Use of Spanglish is Key

As we learned from the article on Spanglish billboard advertising, there are many things to consider when placing a bilingual ad.

We are interested in finding what lessons can be learned in Spanglish and Spanish advertising from billboard ads displayed in Phoenix, Arizona. We focused this time on an area very representative of the Phoenix market, which is 7th Street in the heart of central Phoenix. For this research we analyzed the area north of Baseline Road in the south up to Bethany Road in the north.

A Traditional Spanish Ad from 1st Bank

The first advertisement reviewed is from 1st Bank out of Denver, CO. This is one where we needed to sit down and evaluate the ad as a team as we did not get it from a glance.
1st bankUpon further review we realized that there were three paint card options in which the imagined user has discarded the first two paint cards and opted for the third. The first sample says ‘No’ simply, which is clear in either English or Spanish. The second sample says ‘Bueee’ which is referring to an uncertain state of mind like “hmm, maybe…” The third sample says ‘Este es!’ …

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8 Things to Know: Hispanic Millennial Brands and their Preferences

Brands

BrandsHispanics have traditionally been classified as a brand loyal group. Conventional wisdom stated that if you can win the Hispanic consumer at a young age, you would have him/her for life. This has changed slightly over the years, and it is thought now that Hispanic Millennials can be placed as slightly less brand loyal than their parents’ generation, but higher in brand loyalty than their non-Hispanic Millennial peers. Nancy Tellet from Viacom’s Tr3s Digital stated recently: “They tend to under-index in sole brand usage in comparison to the slightly older foreign-born in the food and cleaning categories. But on the other hand, they have low usage of generic brands,” she explained. “They still want brand names, so they look for the best deal within a set of brands that they like.”

It is often mentioned that Hispanic Millennials can be a complex group to follow and understand. Hispanic Millennial brands and their preferences stand testament to this fact.

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

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Reference:
http://www.latinpost.com/articles/22616/20141001/hispanic-Millennials-are-not-acculturating-theyre-shaping-the-broader-culture-theyre-at-the-center-of-your-brand.htm

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8 Facts to know about Hispanic Millennials, #5 Spending

Spending

 

SpendingIn an interesting study from BIA/Kelsey, it was found that nearly 18% of Hispanics surveyed said they use YouTube for local shopping, compared to roughly 10% of their non-Hispanic peers.  When considering the use of digital coupons, 84% of U.S. Hispanic consumers reported they performed online search for a coupon based on a peer recommendation, which compares favorably to only 71% of all U.S. consumers, which was an insight discovered from a U.S. consumer survey from Valassis. Further in that same report, 70% of U.S. Hispanics reported that they have used digital coupons found through social media, compared to only 54% of all consumers surveyed.  Finally, 61% of Hispanics stated having shared coupons via social media, compared to only 40% of all consumers.

In a 2013 study from Experian Marketing Services, it was reported that Hispanics are more likely to shop via the internet than the general market consumer. Overall, Hispanics’ share of online visits to the top 500 retail websites was over 20% higher than the general market.

Hispanic Millennials over-index in interacting with actors, artists and brands on social media channels. Therefore, brands should consider relationships with influencers as they are very important to this market …

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8 Facts to know about Hispanic Millennials, #4 Hispanic Culture

Culture

 

CultureHispanic Millennials want to stand out and be recognized as Latino and close to 70%, regardless of language, are focused on Hispanic culture and reward brands that acknowledge their culture.  Consider a recent Millennial marketing campaign in which Coca-Cola which created personalized cans in the summer of 2014 with common (and some uncommon) first names displayed right on the can.  In highly Hispanic areas of the country, consumers were pleased to find common names such as Alejandro, Marisol, Rodolfo, etc on these same cans.  This was a subtle cue to the Hispanic Millennial consumer that Coca-Cola is thinking about them too.

Also, consider the highly praised campaign from Toyota in which they allowed Latinos to request free bumper stickers that had inspiring messages such as ‘Somos Muchos Boriquas’ (Trans: ‘We are many Puerto Ricans’) as part of their Somos Toyota campaign. English speaking Hispanics ordered and proudly displayed these stickers as they are proud of their heritage, and this sticker allowed them to show this even if their preferred language was not Spanish.

As renowned Hispanic marketer Joe Ray states, “Think Bicultural, not bilingual.”

 

 


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Phoenix Arizona Hispanic Advertising – Learning from 7th Street Billboards

In 2014 we touched base on the pulse of Phoenix, Arizona Hispanic advertising which is evidenced right here in the southwest via billboards. The $8.3 billion dollar U.S. Hispanic advertising industry is constantly evolving and as we draw near to the mid-point of 2015 we wanted to check in on the same topic and note any developments.

For this round we are focusing on an area very representative of the Phoenix market, which is 7th Street in the heart of central Phoenix. For this research we focused on the area north of Baseline Road in the south up to Bethany Home Road in the north.

Spanglish Billboard located on 7th St in central Phoenix

Spanglish Billboard located on 7th St in central Phoenix

As we started north and headed south, the billboard pictured above is in the more affluent area of central Phoenix.  This particular billboard is always occupied by an ad for the Fox Restaurant Concepts group who rotates ads for a selection of their 20 Phoenix area restaurants from this space. This billboard is located just next to their prime central Phoenix location, Culinary Dropout, The Yard, and their newest tenant, fellow local restaurant favorite, Barrio Urbano.

Fox has used their recent partnership with this successful Mexican …

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8 Facts you should know about Hispanic Millennials, #3 Education

Education

Education 1

Hispanic Millennials continue to pursue higher education at significant rates.

It is inspiring to see that in 2012, nearly 50% (49%) of Hispanic recent high school graduates were enrolled in college, compared with 47% of non-Hispanic whites. This differs greatly from just two decades ago in 1995, when just 35% of recently graduated Hispanics enrolled in college compared with 44% of their white student peers.

More recently, in April 2014 a study from Hispanic Market research firm ThinkNow and Sensis Agency discovered that 84% of respondents who recently obtained a college degree also were planning to pursue a graduate degree. This compares very favorably as only 57% of non-Hispanic Millennial college graduates were found to have the same next step in mind.

This data shows very strongly the importance of education to the Hispanic Millennial and how this has evolved over time.

 


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

Download Report:

 

 

Reference:

http://www.hunterpr.com/who-we-are/articles/eMarketer_US_Hispanic_Millennials-Bridging_Cultural_and_Technology_Gaps%20(1).pdf

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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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