U.S. Hispanic market may be untapped opportunity

Hola, como estas? Esta haciendo bien?

Depending on where you live in the U.S. you may be hearing more and more Spanish-speaking citizens. This group, along with other minority groups in the U.S. including African Americans and Asian Americans, have been booming in numbers and statistics show that these minority groups are utilizing digital media at larger rates.

The most recent data from the U.S. Census Bureau in 2010 confirmed that the U.S. ethnic population is booming and the biggest segment — you probably guessed from this post’s title — is Hispanics. This group of people represents one of the fastest-growing segments of online consumers with usage spread out across platforms such as smartphones and gaming devices. The ability for these consumers to obtain online information can be vital in influencing Hispanics’ purchasing decisions.

Mobile company AT&T started taking notice of this untapped Hispanic audience. The company began injecting “Spanglish” into a campaign targeted to a millennial/bicultural audience. The “Mobile Movement” marketing effort launched in March adds bilingual and Spanish ads aimed at young, Hispanic consumers.

AdAge writer Mark Bergen states, “For the Hispanic push, the campaign is adding a short, staged video, which runs less than four minutes, as well as two 30-second commercials where young Latinos discuss living across two cultures and languages. Commercials in Spanish will run on Univision and Telemundo, while the bilingual spots will appear in ESPN Deportes and MTV Tr3s. The videos will also be featured prominently on AT&T’s ‘Mobile Movement’ Tumblr and YouTube pages, as well as other digital properties, including those from Vice. Print ads will run in People En Español and Latina. The new ads are slated to run through the end of the calendar year, but the company said they may continue into 2015.”

This video is an example of AT&T’s understanding of these growing bicultural consumers:

Think with Google also understands the importance of reaching this underserved group through digital media. The company recognizes that this cultural group is ahead of the curve when it comes to 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.”

Lisa Gevelber, Vice president of Americas Marketing Google and Think Newsletter writer, provides some tips for reaching this untapped audience:

1. Be where they are — video and mobile. Data shows that across YouTube views of top U.S. Hispanic channels are up 1.25 times year over year and much of that video watching happens on mobile, as smartphones are becoming the “first screen.”

2. Give them choices — más opciones. Too often, marketers think they’re reaching U.S. Hispanics by simply translating ads and websites into Spanish. The truth is, this audience is diverse and often bilingual, so give them options. Let them choose which language they prefer.

3. Speak their culture. A basic translation isn’t going to be enough. 

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Major companies ready to reach U.S. Hispanics need to follow AT&T’s lead by engaging bilingual millennials through digital and social channels — en Espanol, of course.



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