U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. But despite the facts, these consumers are vastly underserved, and the opportunities to reach them through digital remain largely untapped. But what, exactly, should marketers be doing? To see what’s working (and what’s not), our Vice President of Americas Marketing, Lisa Gevelber, looked at the strategies of leading brands and forward-thinking marketers. Here are the top lessons she learned.
Author Archives for Rob Coven
By Nicole Akoukou Thompson Shifts have transpired, and the previously underserved Hispanic market has proven to be a mighty force... View Article
When Fred Diaz joined Nissan in April 2013 to lead the company’s day-to-day operations in the U.S., he was pleased by the robust figures that spelled out how much the automaker was slated to spend on ads aimed at Hispanics. “There was no need for me to do any arm-twisting or insisting that we needed to do more,” says Diaz, who had previously served as CEO of Chrysler’s Ram Truck division, and is credited with helping build the truck into a popular brand with Hispanic consumers.
There is a growing necessity for brand marketers to provide culturally relevant content and messaging that specifically targets US Hispanics. In fact, Nielsen’s recent study, The The Hispanic Market Imperative – clearly states that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot. Now that we have confirmed that cultural sustainability matters to US Hispanics, companies must become more educated about the Latino community not just as consumers – but more importantly, as people and the identity we represent as a diverse community. They must recognize that Hispanics buy brands that empower their cultural relevancy.
The chart below shows how prolific both demographically and economically the Latino/Hispanic market is in the U.S.
A recent study by the firm confirms that most Hispanics today are interested in maintaining their diverse cultural heritages and therefore prefer to communicate in Spanish. While the waters are being tested for growing bilingual market needs, gradual acculturation will require meeting the more immediate Spanish language needs of traditional Hispanic communities.
The growing Hispanic population in the United States has reached a new milestone, topping 50 million, or 16.3% of the nation, officially solidifying its position as the country’s second-largest group, U.S. Census Bureau officials said Thursday. “Overall, we’ve learned that our nation’s population has become more racially and ethnically diverse over the past 10 years,” said Nicholas A. Jones, chief of the bureau’s racial statistics branch. Several trends emerged from the 2010 census, according to Robert M. Groves, director of the Census Bureau, and Marc J. Perry, chief of the population distribution branch.
Spanish is the second most used language in the United States. There are more Spanish speakers in the United States than there are speakers of Chinese, French, Italian, Hawaiian, and the Native American languages combined. According to the 2009 American Community Survey conducted by the U.S. Census Bureau, Spanish is the primary language spoken at home by over 35.5 million people aged five or older. There are 45 million Hispanics who speak Spanish as a first or second language
The chart below gives data by country of the 460,368,652 native Spanish speakers in the world and 517,423,452 million who speak Spanish including those who speak it as their second language. There are at least 70 countries in the world with measurable Spanish speaking populations. At least 29 countries have more than 1 million Spanish speakers.
With 329 million native speakers, Spanish ranks as the world's No. 2 language in terms of how many people speak it as their first language. It is slightly ahead of English (328 million) but far behind Chinese (1.2 billion).