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As per 2022 stats, more than 19% of the total population in the US are Hispanics, going above 60 million. Apart from this, stats show that the purchasing power of US Hispanics is expected to increase by more than $2.7 trillion by 2026.
This data only makes it imperative for businesses and brands to engage the US Hispanics consumers, which is why, in this article, we highlight how they can address the digital needs of US Hispanics:
| It Shouldn’t End at Spanish Language Offerings Addressing Hispanic Digital Needs is Important Hispanics are Active on Social Media YouTube is a Better Digital Video Option Hispanics Follow Diversity Offer Hispanic Favored Plans |
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It Shouldn’t End with Spanish Language Offerings
When it comes to addressing the needs of Hispanic consumers, most companies think that simply offering them Spanish language support is going to solve everything.
As per the reports, most Hispanics prefer consuming content in English as their first language. Over 25% of Hispanics now speak English, 36% speak both, and the remaining speak only Spanish.
More than 70% of Hispanic internet users prefer communicating in English when interacting with any kind of internet device. Even when there are dedicated Spanish pages such as Optimum internet español featured by providers, most customers look up to the English ones.
It only shows that businesses can’t be led to believe that just by offering Spanish support pages, they’ll turn every Spanish customer into a golden duck.
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Target Hispanic Mobile Phone Users
As per the stats, more than 90% of the US Hispanics, below the age of 50, have access to internet services. Even though there’s still a discrepancy when it comes to the availability of broadband to Hispanics and non-Hispanics in the US, it’s a goldmine that’s waiting to be explored.
One of the prominent opportunities in this regard is addressing how US Hispanics use the internet. Sources show that most Hispanic users prefer mobile devices such as smartphones or tablets for using the internet.
Hence, creating websites and apps that are optimized for mobile usage is the best for promoting services to such demographics. In addition, businesses should note that Hispanic internet users consume the internet via smartphones, which gives a clear sight of the goal that they need to achieve.
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Hispanics Internet Users are Active on Social Media
As per the stats, more than 80% of Hispanic smartphone users have reported spending most of their time on social media platforms, including Instagram, Facebook, WhatsApp, YouTube, TikTok, LinkedIn, Snapchat, X, and others.
This figure is greater than non-Hispanic users where only 80% of such numbers were reported. In other words, using social media on smartphones is one of the basic uses of the internet by Hispanics.
These businesses and brands should use these platforms to promote their services as well as market their products. Stats show that over 70% of the companies have reported promotion through social media to be beneficial.
Hence, in order to promote services and products to Hispanic consumers in the US, businesses should ensure the use of social media as their major source of marketing their services. In addition, building a good social media strategy is also crucial since only the right strategy will help achieve optimal results.
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YouTube is a Better Digital Video Option
According to a report, video marketing ROI has proven successful for over 90% businesses, showing the importance of video marketing. However, not all brands are able to achieve this much since it takes a good deal of assessment regarding the modes and the platforms to choose for promotions.
However, YouTube is quite prominent among Hispanic users with over 70% of them consuming YouTube content of any kind. Apart from this, Hispanics are also avid users of streaming platforms such as Netflix.
Using this, businesses can easily promote their services using YouTube ads, engaging Hispanics YouTube users on one of the popular platforms amongst them. Stats have shown that paid YouTube ads get more than 80% of viewer’s attention in comparison to TV ads.
Hence, if businesses are considering promoting their products to Hispanics, then YouTube marketing is certainly one of the best ways of doing it.
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Hispanics Follow Brands That Promote Diversity
Since Hispanics are avid users of social media platforms, following influencers and diversified brands is just as important for them. Sources reveal that more than 50% of Hispanics follow brands that promote diversity. Moreover, over 60% favor businesses that promote products via influencers that they follow.
Furthermore, influencer marketing holds quite the potential for brands with over 70% of marketers favoring the mode for brand awareness. Businesses have reported increased engagement rates on a given budget spent for the purpose.
Using this opportunity, businesses can deploy diversified influencer marketing approaches to engage Hispanic consumers and improve their brand’s reputation. Since Hispanics tend to follow influencers from their race as well as the popular ones, businesses can employ them accordingly as per the marketing strategy.
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Offer Hispanic Favored Plans
Companies need to understand that unless they’re offering diversity, converting Hispanics into their consumers won’t be that easy. Many providers have started incorporating this strategy by offering Hispanics-favored plans.
Not only this but creating ways for Hispanics to improve their digital skills and equity is another engaging way of conversion. Last year, Comcast NBCUniversal Telemundo partnered with the Hispanic Federation to provide training and digital skills to 10,000 Hispanic students.
Such partnerships and ventures are truly motivating for Hispanics to engage with and orient themselves toward any brand. For businesses, it’s one of the golden opportunities to convert Hispanics into their long-lasting clientele.
Hispanics are one of the fastest-growing communities in the US, and addressing their digital needs will only boost the overall performance of the businesses. Hence, putting in the effort is only going to benefit in the longer run, in terms of growth as well as creating a diversified brand.
