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Hispanics – The Tech-Savvy Shopper

According to the 2010 US Census, the US population grew 9.7% (27.3 million people), with U.S. minorities accounting for roughly 85% of the nation’s population growth over the last decade. The vast majority of that growth came from the Hispanic population, with a 43% increase (38.8% children, 45.2% adults).1

The buying power of Hispanics is also expected to grow in the next three years to $1.4 trillion. This growth will be fueled by the younger generation entering the workforce, the growth in population, and higher spending/income.2

This growth has marketers thinking of multiple ways to advertise to Hispanics, particularly on digital platforms such as mobile and the internet. Hispanics are considered trendsetters in the technology world. They adopt new technology earlier than non-Hispanics, and they are more tech-savvy and more socially engaged than their non-Hispanic counterparts. Online use among Hispanics has grown significantly in recent years and will continue to grow. According to comScore, there were 33.5 million Hispanics online as of January 2012, making up 15 percent of the total U.S. online market.3 Almost all Hispanic adults own a mobile phone (57% own a smartphone), and two-thirds of Hispanics use a social network site like Facebook, Myspace, Twitter and Linkedin.

Hispanics are more likely than non-Hispanics to:

  • remember a brand advertisement on a smartphone (38%/27%)
  • visit a brand’s website if the ad is appealing (38%/24%)
  • think brands that advertise on a digital platform are more innovative (36%/20%)

Hispanics are also more likely to engage in mobile activities while they are shopping in the store. Terra and comScore report that Hispanics are bringing their mobile phones into the store and using them to make shopping a more social experience by either texting or calling their friends and family about a product or sending a picture of a product that they saw in the store while they were shopping.

With a demographic target as large as the Hispanic market, marketers cannot afford to ignore this group of shoppers. Experienced marketers know that understanding the shopper is critical to the success of their brand. Hispanics are ahead of the technological curve with their early adoption of smartphones and internet usage. This technology leadership gives marketers the option to experiment with shopper marketing programs that utilize emerging media such as mobile, QR codes, and online banner ads to engage this group of shoppers.

Reaching out to Hispanics should not be an afterthought. They are a vibrant, growing segment, and they are here to stay.

  1. U.S. Census 2010
  2. Selig Center for Economic Growth, Terry College of Business, University of Georgia, The Multicultural Economy 2010.
  3. Terra’s “2012 Hispanic Digital Consumer Study”

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