To reach the overwhelmingly young, diverse, and growing population of Hispanic consumers in the US, advertisers must understand their media preferences.
On today's podcast episode, we discuss which digital behaviors Hispanic Americans over-index on, how they get their news, and what advertisers should consider when trying to reach and market to these folks. "In Other News," we talk about where in the world people usesocial media the most and how kids use the internet. Tune in to the discussion with our analysts Matteo Ceurvels and Paola Flores-Marquez.
Black, Hispanic, and Asian consumers are younger and more digitally engaged than average. To build authentic relationships with them, brands and marketers need to understand their healthcare attitudes and behaviors, which have been shaped by inequities and biases.
The strategy: In 2023, U.S. Bank launched a nontraditional campaign to promote Asistente Inteligente, its bilingual Spanish voice assistant that debuted the prior year. The bank co-produced 鈥淭ranslators,鈥� a documentary highlighting the challenges faced by millions of children who act as translators for their immigrant families, particularly in financial matters, per Storyboard 18.
Our take: This campaign was a masterclass in purpose-driven marketing that doubles as a long-term business strategy. Many financial institutions (FIs) often overlook or superficially address underbanked and immigrant populations. But the GDP of US Latinos is the second-fastest-growing in the world, next to that of consumers in China, per think tank Latino Donor Collaborative. And 25% of US consumers ages 18 and under are part of the Latino community鈥攐ffering smaller FIs an opportunity to combat their 鈥渁ge problem.鈥�
The US Hispanic population is young and growing faster than the general US population is. Their buying power will approach $2.8 trillion by 2026. Here鈥檚 a look at their media habits and how to reach them.