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.
Latino Language Choice: Hair Products Industry
Fast Food Conversation Trends towards English with Exceptions
The 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 …
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?
According to Hispanic marketing expert Mike Valdes Fauli, “Hispanic millennials are not acculturating; they’re shaping the broader culture. They’re …