10 Things You Should Know About U.S. Hispanics
1. Hispanics are connecting twice as fast as the general market (14% growth vs. 7%) adding over a million users per year. In 2008 there were 23 million Hispanics online, about 52% of the Hispanic population. In 2012 more than 29 million will be online increasing Internet penetration to 58.6%. Living a connected, collective and spontaneous life is a fundamental Hispanic value and desire. Technology that facilitates connecting, sharing, entertaining and learning is rapidly becoming indispensable for the majority of Hispanics. We are referring to those that are connecting on their computers; recent figures put 57% of Hispanics going online through their mobile phones. 2. The growing Hispanic middle class is super connected: 88% of Hispanics with a household income of $50,000 + are online. For categories such as technology, consumer electronics, financial services and travel, connecting with consumers where they explore your products, research options, share experiences with communities, and ultimately buy your products is not an option, it's a necessity. 3. Hispanics are early adopters of mobile technology: 31 million have a mobile phone. By the age of 15, penetration of wireless services is 64%, by 17, it rises to 78%. Hispanics have the highest proportion of cord-cutters among all segments. For the most part, mobile marketing is not really on the radar as a consistent Hispanic marketing strategy. The challenge and opportunity of mobile marketing seems to lie in truly capitalizing on the relationship people have with their mobile devices. The mobile phone is not just another screen onto which ads are sent. It represents an opportunity to fundamentally change the relationship between brand and consumer. 4. Hispanics will spend money on what they really want: They spend 42% more on mobile devices and 35% more on data services than the average user. Convention tells us that the Hispanic market is very value-conscious and often makes purchase decisions based on price. When it comes to technology, the opposite has proven to be true. 5. Roughly half of the Hispanics online prefer Spanish, and for 66% it's important to be recognized as Hispanic through culturally relevant content. Online Hispanics move from Spanish to English and back again in different moments of an interactive brand experience. And far from being a disadvantage, this kind of fluid activity opens up interesting opportunities that helps them to customize their online experience. 6. Hispanics are dynamic content creators and consumers: Two-thirds of online Hispanics use the Web to view other consumers' content and 40% create content and provide their opinions online. Initially generated due to a lack of relevant and in-language content, consumer-generated content in the Hispanic market has taken on a life of it
via JD Anderson Blog: 10 Things You Should Know About U.S. Hispanics.
