Did you know that the Hispanic community is an excellent market for brands to tap into? 43% of Hispanic consumers are relentlessly loyal to the brands they prefer and are likely to recommend brands that make them feel valued and comfortable.

Moreover, 74% of Hispanics use streaming services daily, making this an excellent opportunity for brands to connect with this audience, and 67% trust recommendations from family and friends. Sound surprising? This is just the beginning!

To create this authentic connection with the Hispanic community, you need to know their customs, cultures, and consumption habits to adapt your marketing strategy, create relevant messages, use the proper channels, and maximize their impact.

Opportunity for brands

The Hispanic community’s consumer habits may differ in product preferences, purchase channels, and brand choices. Understanding these trends helps brands adapt their marketing and distribution strategies to maximize their impact. In addition, there are advantages and growth opportunities in targeting this market:

Loyalty

• 43% of Hispanic consumers identify as loyal.

Message Expansion

• 67% of Hispanics view content based on friends and family recommendations.

Positive brand image

• Over 83% of Hispanics would think favorably of a brand that positively impacts the community.

Customer growth

• We are talking about a population of 60 million in the U.S.

So, let’s start with some key facts:

Demographic Impact

The Hispanic community represents 19% of the U.S. population. To ignore this segment is to take advantage of a huge market opportunity.

Impressive employment growth

Over the past decade, the Latino labor force has grown by 36%, exceeding the overall average of 19%. This not only means more consumers, but also more spending power.

Booming spending power

The annual purchasing power of the U.S. Hispanic community is projected to reach more than $2.5 trillion in the next two years.

How does this community behave in this context?

Connections 

Like many other audiences, Hispanics have behavioral habits related to the digital world, connections, use of social media, etc. According to a Nielsen study, the weekly engagement of the Hispanic audience is as follows.

• 38M watch TV
• 33M watch videos on a smartphone
• 36M connect from smartphones
• 13M watch videos from tablets

The power of the Latino audience is 61 billion minutes of viewing per week.

Streaming

More and more Latinos are joining streaming applications and consuming or producing content through this channel.

• By 2023, 51% of TV will be viewed on streaming platforms.
• 28% of Hispanic viewing time was spent streaming.
• 74% of Hispanics report using one or more streaming services daily.
• The most used platforms are YouTube and Netflix, at nearly 30%.

In the Community

Inclusion, community, culture, and language are highly relevant to the Hispanic audience. That said,, this audience is more likely to: 

• 89% look for content in their preferred language.
• 71% look for companies with diverse ownership
• 69% search for diverse media
• 52% buy from brands that give back to the community.
• 49% buy from brands that create inclusive content.
• 89% of Hispanics trust Spanish-language media.

Trust

Word of mouth is a decisive factor among Latinos, especially when recommending brands, content, programs, etc. For example:

• 67% of recommended content watched by Hispanics comes from family and friends.
• Platform referrals account for 48%.
• Commercials and trailers account for 45%.
• Content viewed for entertainment reviews accounts for 36%.

More than 50% of Hispanic respondents value the quality and credibility of media. 

With over 60 million Hispanics living in the U.S., this community represents a powerful, fast-growing, and economically strong market. Investing in this market can lead to tremendous success in your campaigns, but you need to understand the habits of these consumers first. 

Don’t just think of them as numbers – think of them as enthusiastic ambassadors for your brand. The Hispanic market invests in long-term, authentic relationships and is looking for brands they can trust and connect with on a deeper level. 

So, if you’re ready to join the Hispanic market revolution and secure your piece of the pie, now is the time to act. With the right strategies, you can connect with this dynamic U.S. community and build lasting relationships to drive your brand forward.

Are you prepared?

Source: Nielsen.