Q&A: What Your Company Needs to Know When Marketing to Hispanic Millennials

LTblog_HispanicMillennials1_Embed_1200x628Is your company trying to market to Hispanic millennials? If you are batching the millennials into one group, you are likely missing marketing opportunities. With 27 percent of the country’s millennial generation being Hispanic, it is vital for marketers to understand what sets them apart from other generations. LaneTerralever’s Brand Strategy & Research Analyst, Morgan Miller, shares some insight into how companies can best market to Hispanic millennials.

What do marketers need to know about the differences between Hispanic millennials and other generations?

This generation is taking full advantage of mobile devices, compared to older generations who are not as tech-savvy and are comfortable with more traditional technology. Due to mobile being the most popular medium among this demographic, it is also through mobile that they are most commonly influenced by advertisements and make purchase decisions. Univision reports that 2 in 3 Hispanic millennials pay attention to ads on their mobile devices, compared to older generations who are less impacted by mobile advertisements. Hispanic millennials and millennials of other ethnicities are similar in their media consumption; however, eMarketer reports that Hispanic adults are more likely to access social networks via mobile than other ethnicities.

What should marketers know when building strategies around a Hispanic audience?

In order to build meaningful strategies for any target and any audience, marketers first need to have a complete understanding of their specific demographic – their motivations, behaviors, what holds them back, and what moves them forward. Overall, Hispanic millennials are 18% more likely to be parents compared to other demographics. Marketers should understand that family is an important aspect of this target’s life, and a strategy that highlights familial benefits rather than strictly focusing on the individual is an important consideration.

How do Hispanic millennials engage with newer channels such as mobile and social compared to older channels such as television?

Similar to other ethnic groups, Hispanic millennials are spending less time watching television and sitting in front of a desktop, and more time engaging socially and viewing digital content, including streaming video such as Hulu and Netflix, through mobile devices. In fact, Hispanic millennials have higher mobile device usage than any other ethnic group. eMarketer reports that Hispanic smartphone users spend nearly 10.5 hours per week using the Internet on their devices, compared to 8.4 hours for total users.

The use of social media through mobile devices is also prevalent and a part of this demographic’s identity. Hispanic millennials over-index for Instagram, Twitter, and Snapchat, but are average Facebook users compared to the total population.

What takeaways should brands take from this engagement with mobile and social?

It is important to have a marketing strategy that takes full advantage of Hispanic millennials’ high engagement on social media platforms and through mobile devices. Additionally, incorporating video into social and mobile outreach is expected and positively received among this demographic.

The tone and type of engagement is also unique among Hispanic millennials and is something that brands should be aware of. Overall, Hispanics are optimistic and appreciative in their interactions with brands on social media. Implementing humor, positivity, and celebration on social media engagements is found to work well among this demographic.

Do Hispanics consume content primarily in Spanish or in English?

Despite what many people think, targeting Hispanic millennials solely in Spanish is not a successful strategy. Hispanic millennials living in the U.S. live bi-culturally. Because many identify with both American and Latino cultures, they choose Spanish or English content depending on convenience and comfort. For example, it is found that Hispanic millennials often choose Spanish for in-person, service-related conversations, but choose English when speaking with someone over the phone. This is often because they experience shorter waiting times over the phone when speaking English or because they often encounter representatives who are not fluent in Spanish. While integrating both English and Spanish is often a useful strategy, it is important for brands to understand that there is no one-size-fits-all formula. Depending on a brand’s target audience, the use and amount of Spanish and English content will vary and should be thoroughly understood prior to developing any strategy or campaign.

To learn how LaneTerralever can help you market to your target audience, give us a call at (602) 258-5263 or send us an email!  

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