To Reach Latinx Consumers, Reflect Their Community and Values

Compared to the general population US Hispanics are younger more digitally connected and avid social media users amp8212 all of which shape their interactions with brands Additionally Hispanic households tend to be larger and multigenerational These are some key insights from quotLa Oportunidad Latinx Cultural Currency and The Consumer Journeyquot a new study by NielsenquotLatino culture is a collectivist culturequot said Stacie de Armas Nielsen39s vice president of strategic initiatives and consumer engagement quotWe place increased influence and importance on dialogue with brands that speak to us in ways that are familiar and reflect cultural pillarsquotCurrently there are 60 million Hispanics in the US and by 2058 that number is projected to swell to 109 million By 2023 US Hispanics consumer spending is expected to top 19 trillion the report said And with the 2020 election and census approaching the Latinx community stands to play an important role in future political and economic decisions These indicators reinforce that marketers need to gain a firmer understanding of this community and how to speak to themAmong the most important findings The median age for Latinx men is 291 years old and 30 years old for women compared to median ages of 37 years old and 395 years old for the general market respectively That means a large swath of US Hispanics are just cresting into adulthood and they39re making major purchases and major household financial decisions The youthful trend extends to the next generation as well 32 percent of the Hispanic community is under 18 years old compared to 20 percent of nonHispanic white Americans Brands that can attract young Hispanics stand to cement their business for years to comequotThese individuals are largely at the beginning of major acquisition years and the importance for brands and marketers has never been greaterquot de Armas notedDigital and Social Media Foster ConnectionsDigital channels offer Latinx consumers both a virtual gathering spot and a marketplace Compared to US adults 18 and older Latinx individuals spend more time per week using digital on their smartphones including extra minutes on social media and streaming audio and digital videoHispanics are receptive to mobile advertising and are roughly 25 percent more likely than the overall population to agree that mobile ads provide useful information on products as well as offer bargains To reach them brands should develop content specifically for Hispanics39 mobile use and make smart decisions about placement said Jorge Plasencia chairman and chief executive officer of Repamp250blica HavasquotUnderstanding Latinx consumers39 love for navigating life with their mobile devices and how they use it for their daily lives will give brands a competitive advantagequot Plasencia saidAmong digital channels social media networks play a central role Social delivers on key Hispanic cultural tenets such as community engagement and information sharing Latinx individuals spend over an hour more per week on social media than the general population This includes nearly eight hours per week on smartphone social media compared to sixandahalf hours for all US adultsThis heavy social diet can be a boon for brands quotLatinx consumers are highly social and willing to make recommendations to their personal and social networks for wellliked products they believe inquot Plasencia saidIn fact Hispanics are 37 percent more likely than the overall population to say they like sharing opinions about a product or service online and 43 percent more likely to want to connect with brands on social quotThis is a cultural pillar and brands need to think carefully about with the channels they use and their messagingquot de Armas addedTraditional Media Remains StrongLocal radio TV and print media have always played a key role in Hispanic communities providing critical information and entertainment that reflects Latinx culture de Armas said So while digital expands Hispanics39 media choices they39re still loyal to traditional outlets particularly when music is involved For instance Hispanics are heavy users of local radio which reaches 96 percent of Latinx consumers compared to 92 percent of American adultsAudio is so important The report suggests that audio including radio and digital streaming should be part of campaigns that want to reach Hispanics on their consumer journeyCall in the InfluencersIn a reflection of modern media consumption Latinx users wield multiple screens concurrently especially for big TV events Brands can deploy influencers on second screens to expand their reach During the recent Latin Grammys and Latin American Music Awards for example celebrities39 social posts represented a fraction of media placement but produced threequarters of the engagement de Armas notedHispanics are deeply connected with music which helps explain some of the outsized engagement for music specials But research shows that even nonmusic specials generate strong secondscreen engagement de Armas pointed out This is just one way to deploy influencers and it underscores their importance she noted In fact Hispanics are 29 percent more likely to agree that their purchase decisions can be influenced by celebrity endorsements quotThey are ambassadors for culturequot de Armas saidTurn Marketing on its SideTo reach Hispanics Nielsen recommends that marketers study the community carefully quotThe overall cultural differences are pervasive and affect how they conduct business connect learn and shopquot de Armas saidAdvertisers should build campaigns specifically for the Latinx community including creative Consider 71 percent of all US Hispanics including children are bilingualSo ad campaigns should be reflective of that aspect of Hispanic culture and language the report notesquotMarketers need to understand the great diversity within our community and the importance of connecting not just in language but also in culturequot Plasencia said quotFor brands to win the Latinx consumers they need strategies that include culturally appropriate messaging delivered at the right time in the right placequotClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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To Reach Latinx Consumers, Reflect Their Community and Values

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Alli Romano

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