3 Tips from Google on Engaging U.S. Hispanics via Digital
“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.”
That quote comes from the post “Your Next Big Opportunity: The U.S. Hispanic Market” by Think With Google (the platform where Google shares data, research and insights). The topic of that post is the usage of digital by Hispanics in the United States, and what forward-thinking organizations should be doing to reach this key audience.
In the post, Google states:
- The U.S. Hispanic audience is a “consumer segment that’s on the radar of every Fortune 500 CMO”
- Hispanics had $1 trillion in buying power in 2010—a number expected to rise to $1.5 trillion this year (a 50% increase in 5 years)
- According to a Google survey, the majority of senior-level marketers see 11-25% of their growth coming from U.S. Hispanics in the next 3-5 years
Google also shares three key tips for organizations to better connect with Hispanics via digital:
1. Think video and mobile
As mentioned above, U.S. Hispanics are ahead of the average when it comes to digital usage and consumption—especially when it comes to mobile and video. The Google post states that “the average Hispanic spends more than eight hours watching online video each month—over 90 minutes longer than the U.S. average.” Mobile and video are top digital marketing opportunities for connecting with the Hispanic audience.
2. Think bilingual
Many organizations have faced challenges connecting with the U.S. Hispanic audience because they are focusing on either English or Spanish and missing out on a large chunk of the market in the process: the bilingual portion. According to a Google Consumer Survey, “the majority of U.S. Hispanic mobile users typically search in English or a mix of English and Spanish”. Organizations need to be prepared to speak to Hispanics in both languages—maybe even both languages at the same time.
3. Think bicultural
Beyond simply getting the language right, companies have to get the culture right with their marketing. They need to make the message culturally relevant by tapping what is important and meaningful to this audience. That can include aspects of both American and Hispanic cultures. Building strong cultural connections can be a big differentiator for today’s brands.