Hispanic Web & Social Media Use

Interestingly, Hispanic consumers in the United States are notably more active online and with social media than peer non-Hispanic consumers. As such, a social media strategy for reaching and engaging these consumers is necessary to maximize your influence and expand your audience. Out of the many research findings available related to this consumer group, the following are a few of special interest from Forrester Research, Inc.

• More than 2 in 5 of Digitally Connected Hispanics are active Creators of online content. They take part in a host of online activities that fuel community interaction. These activities include uploading and sharing audio / video content, creating content for websites, blogging, vlogging, writing articles, and many more.
  
  
• In stark contrast, fewer than 2 in 10 of non-Hispanic online consumers participate in these same activities.
  

The most important thing to understand and remember is that people are different and a culture changes even within the same country. Brands who want to appeal to other cultures must understand how to connect with the intended audience, especially when there are different language dialects and ethnic backgrounds to consider.

The benefit to a brand and the value added to customers are particularly important reasons to carefully research and learn about the languages, cultures, and economy within a country or group of interest.

The US Hispanic consumer is flourishing, currently the largest minority market in the United States.

According to the Pew Research Center, an ever-growing number of Spanish-speaking Hispanics in the U.S. utilize online technologies, primarily via mobile devices. According to a Google Consumer Survey, Hispanics are up to two times more likely to buy mobile apps and digital media than non-Hispanics. The rise of mobile device usage makes connecting with Hispanic consumers easier than ever, and the best way to connect is to make all your digital touch points and campaigns as effective as possible for mobile devices.

The U.S. Hispanic consumer is flourishing, currently the largest minority market in the United States. The 2021 Multicultural Economy report from the University of Georgia's Selig Center for Economic Growth details this influential group of more than 62 million people who command nearly $2 trillion in spending ability, which continues to expand.

We want to help you strategically connect with the Hispanic target audience you seek using available resources. In our experience, social media is an important part of a much bigger puzzle: your connection with your audience on all levels of interaction.

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Market Language Preferences

The U.S. Hispanic consumer market and language preferences are diverse. While around 55% of Hispanic consumers are bilingual (English & Spanish), 28% speak only Spanish, and 16% speak only English. Incorporating Spanish into your campaigns or running separate campaigns in Spanish will help you expand audience reach.

Create a consistent online experience for Hispanics by advertising and making online content available in Spanish. Ideally, Spanish language support can carry from ads all the way to a Spanish-speaking team member to answer any customer questions.