Hispanic Mobile Marketing

The Impact of Hispanics on Mobile Marketing

By John Butler
In August 8, 2014

As Mitt Romney can tell you, the percentage of the US Census describing itself as Hispanic is growing at a prodigious rate. If the former Governor of Massachusetts had managed to leverage his Mexican birthplace to a greater extent, this 8.4% of voters in the 2012 presidential election could have been enough to propel him to the White House.

Some numbers:

  • There are 56 million Hispanics in the United States as a current estimate (17% of total; up 47% from 10 years ago)
  • The number is expected to reach 129 million by 2060 (30% of total US population)
  • Only Mexico has more people of Hispanic descent than the US
  • This represents buying power in the US of an estimated $1 trillion

Marketers need to pay attention to all significant shifts in demographics and socio-graphics—but this rapid growth is huge. What’s more, Hispanics skew dramatically younger than other ethnic groups in the country with a median age of 27 vs. the rest of the population at 36½. Interestingly, however, they consume media in a way that leans much more on emerging digital mobile platforms than even their age-peers in other ethnic groups.
As examples:

  • % of people in US who use their mobile device more than their computer to access the internet:
  • Hispanics 45% vs. 55%
    Non-Hispanics 38% vs. 62%

  • % of Adults 18+ who use mobile device while watching TV:
  • Hispanics 50%
    Non-Hispanics 42%

  • % of Millenials who use mobile device while watching TV:
  • Hispanics 61%
    Non 58%

According to Experian, the smartphone plays a much more integral part of the young Hispanic individual’s daily interaction with online activities. The greatest distinctions are in Video Watching (55% of Hispanics vs. 40% for non-Hispanics), GPS way-finding (48% vs. 40%) and IM/Chat (36% vs. 21%) on a weekly basis. This is in addition to the amount of online research conducted via mobile handsets prior to a Consumer purchase.

However, most brands have been slow to react to the reality that this represents. In fact, nearly half (45%) of fluent Spanish speakers in the US feel as though marketers are not doing enough to make their promotions and applications accessible to them. Here are some things to consider for your next campaign—if gaining traction against this large, influential and highly-loyal group is among your objectives:

  • Provide Spanish language version of all marketing materials—but particularly those published or accessed digitally. (at present <10% of mobile apps have Spanish versions)
  • Make certain that the content of promotional and branding messaging is culturally respectful and specific to the dialect of the Hispanic audience—this general descriptor is used for a wide range of Spanish-speaking cultural and national groups.
  • Consider developing a dedicated marketing or promotional plan which is singularly focused on the Hispanic audience—if you’re seeking brand loyalty from them, it would help to demonstrate their importance to you.
  • Hispanic Consumers tend to be much more social while practicing consumerism, so make sure that your content, promotional offers and apps are seamlessly shareable.

Like to pick our collective brains about how to better connect with the Hispanic audiences? Contact us here.

John Butler

I am a lifelong Clevelander and have spent nearly 30 years in the marketing communications industry. It is my belief that you need to have a diverse range of interests in order to bring perspective to a client’s marketing needs. So my blogs will generally be about social media, dogs, music, media planning, historical fiction, content marketing, professional sports, brand positioning, restaurants I like, quantitative research analytics, science fiction movies, target audience segmentation, running/cycling or the impact of digital media on advertising messaging. You get the idea.