Hispanics will account for more than half of the U.S. population growth by 2020 and 85 percent by 2050, comprising a market you no longer can neglect or ignore if you want to sustain growth in your company.
So says the Nielsen report, “The Multicultural Edge: Rising Super Consumers.”
Further, digital plays an important role in engaging with this audience, offering you the chance to reach them effectively and efficiently. It also gives you the opportunity to be geo-targeted on your marketing efforts.
Sixty-six percent of U.S. Hispanics said they pay attention to online ads, according to research from Google and Media CT. That figure is almost 20 percent higher compared to the general market.
Hispanics are leading the adoption of mobile devices, with 83 percent accessing the Internet through their mobile devices, according to Google. They also use their devices while they are in a store to decide on a purchase in real time.
When it comes to gathering information about something they want to buy, they prefer online sources over family, radio and TV. This is why it’s very important to start reaching them at an early stage in the purchase process. Create an image, opinion and desire for your products or services before and during the purchase process. Social media can play an important role and be a good ally for your online success.