I have been hearing all these excuses whenever it comes to include Hispanics in content and sales programs. The most recent (“they are poor”…) is the reason why I am writing this. These myths hide a lack of knowledge at understanding, targeting and delivering content to a population that is quickly outgrowing other demographic groups. Here are the numbers that prove these myths wrong.
1. Hispanics are not educated
For the first time, Latinas are exceeding non-Hispanic females in college enrollment. A record 73 percent of Hispanic high school female graduates are enrolling in college, even 11 percent ahead of Hispanic males. (Latina Power Shift Report by Nielsen)
2. Hispanics are poor
Hispanic estimated purchasing power was $1.2 trillion in 2012 and will be $1.5 trillion in 2015. U.S. Hispanic buying power will grow faster than African-American buying power (54 percent), Native American buying power (65 percent) and Asian buying power (89 percent). (Selig Center for Economic Growth).
Despite lower average income levels, Hispanic households spend more on telephone services, men’s and boys’ clothing, children’s clothing, and footwear. This segment contributed 34.8% of the growth in the Technology, Telecommunications and Entertainment industries, according to Ad Spend research.
Read The Association of Hispanic Marketers AHAA published fast facts on Hispanics as part of their Think Hispanic campaign
3. Hispanics don´t need Spanish, they’re ok with English
The fact that they understand your message in English is one thing. A different one is to get them, move them, engage with them in English. Remember that Spanish is the most non-english language spoken in US homes even among non-Hispanics. Remember also, that culture is above any language. The language you use to approach them must resonate culturally.
The acculturation survey by BabyCenter found that “although highly acculturated Hispanic moms (either native-born or bilingual) don’t consume much media in Spanish, they respond better to advertising in Spanish. In fact, advertising in Spanish that features authentic cultural imagery has more impact than advertising in English for all Hispanic moms, whether they’re less, moderately, or highly acculturated (…) Almost 50% of Hispanic moms would consider Spanish language ads on English websites engaging or appealing (…) And 56% of highly acculturated moms would prefer to see an ad in Spanish or Spanglish vs. 43% for the English-only version.”
4. Latinas don´t have a financial saying
86% Latina women drive purchasing decisions in households. Hispanics are gaining prominence in the U.S. and are becoming a strong influence on the mainstream economy “and women are in the driver’s seat” said a Nielsen report in August 2013.
5. Hispanics don´t shop online
This is the second reason why I am writing this post: Experian Marketing Services just released the results of a survey: Hispanics shop online 21% more than the rest of online population. And 54% of these online buys are made through a smartphone, which kicks down the last myth I had for you:
6. Hispanics are not tech savvy
In May 2013, Roberto Ruiz wrote on AdWeek: “Hispanics are a marketer’s dream: digitally savvy, young and socially connected”. 72% use smartphones, and they use web video at a higher rate than other groups of population. As far as latinas, 66% of them use smartphone, after a study by Latina Media Ventures.