US Hispanic Marketing Trends 2015

May 2015

US Hispanic Marketing Trends - 2015

For more details, contact us at [email protected]

US Hispanic Demographic segment is fast growing and

considered one of the most sought after markets

55.41 million US Hispanics – Dec 2014

17.4% Of Total US Population

$1.3 trillion Purchasing power

39.2 million(78%) Hispanics Online

70% Of Hispanics are under the age of 40

Source:- Google/OTX Google/OTX US Hispanics, US Census Bureau 2014

The Hispanic American consumer marketplace is growing in

numbers, regions, and influence


Hispanics are internet power-users

% of online time spent on devices

Hispanics own and use smartphones and tablets more

than other Americans

Non -Hispanics spend

21 hours monthly online

Hispanics spend 31

hours monthly online

47% more time

Source: SM Group


The growing Hispanic middle class is super connected

88% of U.S. Hispanics with a HHI of $50k+ are online

41MM U.S. Hispanics have a Mobile phone (77% of the Population!)

64% -- By Age 15 Own a Mobile Phone

78% -- By age 17 Own a mobile a phone

U.S. Hispanics spend 42% more on mobile devices & 35% more on

data services than the general market

Source: Alance Media

Tech, Financial Services & Travel Advertisers should continue to invest

in reaching US Hispanic audiences in media


Hispanics are frequent online shoppers

Nearly 6X More hours spent per month

shopping online

6.4 hours monthly for Hispanics

vs. 1.1 hours for non-Hispanics

Affinity for Shopping Top 5 online activities by Time Spent

Ranking Hispanic Non Hispanic

1 Shopping Web Portals and Search

2 Web Portals and Search News and Media

3 Services Career and Education

4 News and Media Services

5 Financial Services Health

Shopping - top-ranked category of online activity for Hispanics.

21% of online time spent on shopping related websites.

Inform offline purchase decisions - 73% of Hispanics

research purchases online before offline, compared to 63% of non-

Hispanics.

Source: SM Group


More Hispanics research products online as compared

to Non-Hispanics

Source: Terra’s Research

Research cars/other vehicles online Research grocery / other food

products online

Hispanics

Non -

Hispanics

23%

16%

33%

20%


US Hispanic Audience Shops Via Smartphones

US Hispanics spend more time in online stores, via their mobile devices,

than the general population and have over-‐indexed:

Macys.com Index of 245 (Non Hispanics Index 100)

Sears.com Index of 187

Gamestop.com Index of 159

Walmart.com Index of153

OldNavy.com Index of 140

Source: Alance Media


Higher rates among Hispanics extend to all favorability

metrics across all three devices

Hispanics vs. Non-Hispanics; % often find advertisements favorable

Source: SM Group


Hispanics also are highly likely to be persuaded to

purchase compared with non-Hispanics

% Likely to be persuaded to purchase after viewing

Hispanics are far more likely to be persuaded by videos, mobile apps

and sites to purchase than non-Hispanics

Source: SM Group


Hispanics are more favorable towards and influenced by

advertising across all channels and devices

Influenced by Advertising

% found web ads useful % found smartphone ads useful

Hispanics

Non -

Hispanics

36%

17%

33%

20%

Source: SM Group


Hispanics are more influenced by family and friends in

purchasing

% reported influenced to purchase by person(s)

Hispanics are not only more open to advertising than non-Hispanics,

they are also more receptive to feedback from friends and family when

making purchases

Hispanics lean on their spouses

when making a purchase at a

higher rate than non-Hispanics

Also, 50% reported being

influenced by their children, a

74% increase over the 28% of

Non-Hispanics

Source: SM Group

Contact Us – [email protected]

Visit Website – www.zincx.com

Twitter - https://twitter.com/ZINCbyZEDO

US Hispanic Marketing Trends 2015

Marketing

Transcript of US Hispanic Marketing Trends 2015