Comida Para Contento: The Digital Consumption Habits Of Hispanic Consumers
The Hispanic market is an influential target audience that cannot be overlooked due to its size. However, it also cannot simply be served prix-fixe content catered towards a more general audience. If the thought of dishing out effective content to Hispanic consumers gives you a marketing stomachache, we have the remedy.
This three-part blog series will examine digital consumption habits of US Hispanic consumers and identify the best course of action to ensure that your brand’s message connects effectively with this valuable audience.
The digital reach of US Hispanic consumers is a vast and fertile landscape comprised of over 24.5 million Hispanics – and it is just now beginning to be catered to by brands and media outlets. Recent efforts by certain media giants emphasize the potential opportunities that are on the table and ready to be served. For example, Netflix and Univision have been working together to satisfy Hispanic content cravings.
As noted in this article, the Hispanic market is not a homogenous ethnic group. Each segment has its own distinct content appetite. Marketers can ensure their message reaches their target consumer as effectively as possible by understanding how each segment acquires and digests different types of content.
What’s on the Content Menu for Unacculturated Hispanic Consumers?
24.5 million is an intimidating figure at first, but breaking it down further makes it much easier to savor. For instance, unacculturated Hispanics account for 32% of this figure. Out of this segment, 84% report engaging with digital content.
Additionally, 8 out of 10 of these consumers report being active on social media platforms. This presents a buffet of opportunities for brands to spark product conversations with the Hispanic market. All it takes is baking the right secret ingredients into their strategic engagement recipe.
Just like cooking, marketing to this segment in itself is a delicate science. Even though they are unacculturated, this segment spends more time in the company of primarily Spanish-speaking Hispanics. However, 73% of these consumers say that they engage brands whose content is primarily in English.
Once your brand understands what drives this segment’s perception of value in your products, you can spark positive product conversations to satisfy any marketing appetite. These opportunities can form the foundation for a surge in brand advocacy that cannot be extinguished.
Brands also need to take into consideration that the Hispanic market in general is a market that is on the move. Hispanics need their content ready-to-order and prepared to-go. All Hispanic consumers access digital content through many platforms, with a staggering 87% reporting that they access content through mobile. This includes the unacculturated segment.
With that information in mind, it would be in a brand and business’ best interest to have content that not only appeals to this segment’s appetite, but is also mobile-friendly.
Tips on Preparing for a Content Feast
So what gets the attention of this complex segment? Studies and insights demonstrate that the average unacculturated Hispanic is relatively young. They tend to consume content online while at home, and mostly through video streaming services such as YouTube and Netflix.
Therefore, strong visual content such as general video or video infographics can be very potent secret ingredients to add to any brand’s marketing mix when you are trying to build a product conversation with the unacculturated Hispanic consumer.
We at VRTC hope this information serves as food for thought in engaging the US Hispanic market and US Hispanic consumers in general. We also hope this whets your appetite for the next course in this 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.