Comida Para Contento: Hispanic Consumer Behavior on Digital – Part 2
So you finally decided to refresh your strategy to include both the total and multicultural market. The good news is that the US Hispanic market has already made reservations as one of the largest parties that you can and should cater to in the very near future. But how does your brand even begin to influence Hispanic consumer behavior?
The focus of this three-part blog series is to help brands and marketers prepare a marketing menu that both shows an understanding for and appeals to the US Hispanic consumer’s palate. Through an examination of this valuable audience’s digital consumption habits you can identify the best course of action for ensuring your brand’s message effectively connects with them.
In case you were out to lunch or had to step out for a quick bite, in our last article we identified the following:
- US Hispanic consumers are quite active online – 88% or 24.5 million report participating in various online activities on a daily basis.
- The Hispanic market is not one large group. Rather it is made up of 3 segments identified as unacculturated, bicultural, and acculturated.
- Unacculturated US Hispanics account for 32% of US Hispanic consumer behavior online.
- Unacculturated Hispanics interact the most with brands and content in English, despite interacting with family and friends primarily in Spanish.
- The unacculturated US Hispanic market prefers video and mobile-friendly content.
Now that you’ve finished reviewing our first course, we can move on to the next. Read on to get to know the habits of the largest US Hispanic market segment – bicultural Hispanics.
What Whets the Appetites of Bicultural Hispanic Consumers?
Let’s start by transforming an overwhelming mouthful into a delectable little morsel: bicultural Hispanics account for 51% of the 24.5 million US Hispanics that are online. While they are a much larger segment than unacculturated Hispanics, they do share many things in common.
Both groups comprise most of the younger spectrum in the online US Hispanic market. It should also be noted that both segments are active brand enthusiasts, with 71% of bicultural Hispanics reporting that they follow brands online. What sets the two segments apart is how they’re connected.
As a large segment of US Hispanics becomes more acculturated, the company they keep begins to diversify. Whereas unacculturated Hispanics report that 75% to 100% of their select network of friends are exclusively Hispanic, bicultural Hispanics have begun to warm up to the idea of the United States as a multicultural melting pot. This translates directly over to bicultural Hispanic consumer behavior online.
The proof is in the pudding: 1/3 of bicultural Hispanics report that they have and maintain 300+ social connections online not just with Hispanics, but with people from a variety of other cultural backgrounds. As they say: variety is the spice of life. This creates a unique opportunity for marketers in that it clearly demonstrates the much more adventurous palate and worldview of bicultural Hispanics.
These Hispanic consumers show that they are open to recommendations and suggestions to try different brands and products based on the experiences of their diverse group of friends. Therefore, this segment serves as an ideal target to start building immediate product conversations with – provided you have the right recipe.
Influence Bicultural Hispanic Consumer Behavior with these Secret Ingredients for Crave-Inducing Content
We have shown how bicultural Hispanics are open to new ideas and trying new things because of their diverse group of associates. They also tend to be more affluent than unacculturated Hispanics and are therefore more capable of experimenting. With this information at hand, you can really get cooking.
Due to their open-minded tendencies, this segment of consumers experiences the world through opportunities provided by both their diverse group of friends and their family, friends, and other connections within the Hispanic culture. Consequently, if you want bicultural Hispanic consumers to relate to and engage with your content, it should:
- Identify the emotional jobs and roles of the bicultural Hispanic consumer
- Shape the brand’s product conversation around how they fit into the everyday story of these consumers
Use this information to inform your new strategy menu and it will help you prepare content that will have your newfound US Hispanic audience asking for seconds. Now get cooking.
We at VRTC hope this information assists your efforts to engage the US Hispanic market and influence Hispanic consumer behavior. We also hope that you saved room for and look forward to the next course in our three-part series. Is there anything you would like to add to the conversation? If so, leave a comment and share your experience. If you enjoyed the article, share it! For further insights and discussion simply#AskVRTC.