3 Ways Hispanic Consumers Differ From The Average American Shopper
The Hispanic community, while a minority, is an important part of the US consumer market. It’s the largest minority group by far; in fact, Mexico is the only country that has a larger Hispanic population. According to CNN, there are currently 58.9 million Hispanic people in the US.
The good news for marketeers and businesses is that this community is expected to grow to 143 million by the year 2050!
However, when it comes to shopping patterns, the Hispanic community is quite different from other communities. Here’s some information you can use as a marketeer to reach out to this target audience:
They’re hopeless romantics
According to Forbes, the community resonates with products that have to do with celebrating love and occasions that are communal milestones. A hefty 54% themselves-identify as romantics. Even when it comes to texting, they’re more focused on sending love-centric emoticons.
This means that there’s a huge opportunity here for businesses that sell Valentine’s Day presents, engagement gifts, etc.
They love to travel—to the same spots!
Unlike the rest of the US population, Hispanic people aren’t too open to the idea of trying new vacation spots. If given a choice, they’re likely to visit the same holiday destinations over and over again.
As a travel company that caters to the community, focus on comfort, nostalgia, and memories. Look at how you can enhance their travel experience in the places they visit the most and deliver something new each time.
They’re very social media savvy
Research was conducted to compare the number of hours spent on social media. The results indicated that the average Hispanic adult spent 10.5 hours on social media, while other groups averaged 8.4 hours.
Streaming apps like Netflix and Amazon Prime are also hugely popular among the community, which indicates that they consume a lot more video content. If you’re a content creator, now’s the time to double down and focus on representation.
The same study also suggests that the community is more drawn toward social media content that’s in English. This means that brands which target the Hispanic community need to channel a huge chunk of their resources toward social media advertising.
To spread word of your brand to Hispanic consumers effectively, get a multicultural ad agency on board! At Go Diversity, we are well aware of the dynamics that make a great marketing campaign. Contact us now.
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