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Connecting with Latinos: Multicultural, Millennial & Mobile
The document highlights the growing demographic significance of U.S. Hispanics, projected to reach 135 million by 2060, with a buying power of $1.5 trillion. It emphasizes the cultural influence of younger Hispanic millennials, who favor mobile media for engagement, and their unique social dynamics centered around family and community. Marketers are encouraged to adapt their strategies to effectively connect with this diverse and increasingly mainstream audience.
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Connecting with Latinos: Multicultural, Millennial & Mobile
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- 2. www.sabiomobile.com Multicultural: Latino • Growth •Buying Power & Influence Millennial • Hispanic audiences are younger than average • Cultural influencers: music, art, politics, business, etc Mobile • Hispanic audiences favor mobile as their medium of choice • Allows for multiple touchpoints across time, location and content
- 3. www.sabiomobile.com Growth • In 1980,only 1 in 16 Americans was Hispanic • 14.6 Million • 6.4% of U.S. Population 1 in 16 Americans was Hispanic Counties with highest concentration of Hispanics
- 4. www.sabiomobile.com Growth • Today there are55 Million U.S. Hispanics • $1.5 Trillion purchasing power • Average size Household is 3.4 vs 2.4 for Non-Hispanic Whites. 1 in 6 Americans is Hispanic Counties with highest concentration of Hispanics
- 5. www.sabiomobile.com Growth • Counties with fastest Hispanic Population growth •By 2060, the U.S. Hispanic Population is estimated to reach 135 Million 1 in 3 Americans will be Hispanic
- 6. www.sabiomobile.com Growth • By 2045,the Non-Hispanic White population will be a minority • By 2060, the U.S. Hispanic Population is estimated to reach 135 Million 1 in 3 Americans will be Hispanic 64% 60% 55% 51% 46% 41% 17% 19% 22% 25% 28% 33% 12% 12% 12% 13% 13% 13% 5% 6% 7% 7% 8% 8% 2% 3% 4% 4% 5% 5% 0% 10% 20% 30% 40% 50% 60% 70% 2010 2020 2030 2040 2050 2060 Non-Hispanic White Population is declining Non-Hispanic White Hispanic African American Asian Other 167 Millio n 135 Millio n Source: U.S. Census Bureau 2014 National Projections % Total U.S. Population
- 7. www.sabiomobile.com 1 in3 Americans will be Hispanic 167 Millio n Source: Pew Research Center 0 2 4 6 8 10 12 1970s 1980s 1990s 2000s U.S. Births Immigration Millions Sources of Hispanic Population Growth by Decade Growth • Higher birth rates • Immigration policies • Improving domestic economies
- 8. www.sabiomobile.com Growth • Higher birth rates •Immigration policies • Improving domestic economies 65% 67% 69% 70% 72% 74% 35% 33% 31% 30% 28% 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2015 2020 2030 2040 2050 2060 Births are driving Growth, not Immigration Births Immigration 74% 26% Source: U.S. Census Bureau: Race & Hispanic Projections by Age 2014-2060 % Total U.S. Hispanic Population Growth
- 9. www.sabiomobile.com Diverse • Most Hispanics identifyas “white” • About 1/3 identify as other • Hispanics can’t be identified using traditional race based systems Racial Identification WHITE 65.1% Black, 2.0% Native, 0.9% Asian, 0.3% Pacific, 0.1% Other, 27.2% Two or more, 4.4% Source: Pew Hispanic Centter U.S. Hispanics: Racial Identification
- 10. www.sabiomobile.com Diverse • Nearly 2/3of U.S. Hispanics are of Mexican descent • Mostly Southwest but expanding in Southern States and North • Historically & Geographical U.S. Hispanics: Country of Origin MEXICO 64.6% Other 11.4% Puerto Rico, 9.5% El Salvador, 3.8% Cuba, 3.6% Dominican Republic, 2.9% Guatemala, 2.3% Venezuela, Chile, Peru, Argentina, etc Source: Pew Hispanic Centter
- 11. www.sabiomobile.com Diverse • Catholicism is declining •However, American Catholicism is becoming more Hispanic Religious affiliation shifts among Latinos Source: Pew Hispanic Centter 67% 62% 58% 55% 12% 14% 15% 16% 2010 2011 2012 2013 Catholic Evangelical -12% +4%
- 12. www.sabiomobile.com Young • U.S. Born Hispanicsmedian age is 18 years old! • About 60% of Hispanics are Millennials or younger • Nearly 75% of U.S. born Hispanics are Millennial or younger • Almost ¼ of all Millennials are Hispanic! Hispanics are the nation’s youngest major racial/ethnic group Source: Pew Research Centter 0 5 10 15 20 25 30 35 40 45 50 1980 1990 2000 2010 2015 White Asian Black Hispanic U.S. Born 18 White 43 Asian 36 Black 33 Hispanic 28
- 13. www.sabiomobile.com 2026: Majority ofA18-24 will be Non-White Source: U.S. Census Bureau: Race & Hispanic Projections by Age 2014-2060 The general market as we know it is changing. What marketers once thought of as “multicultural” media is fast becoming mainstream Changing Landscape Young • U.S. Born Hispanics median age is 18 years old! • About 60% of Hispanics are Millennials or younger • Nearly 75% of U.S. born Hispanics are Millennial or younger • Almost ¼ of all Millennials are Hispanic!
- 14. www.sabiomobile.com Power • Population growth •Economic growth • Political clout • 18 more effective voting years than Non-Hispanic White Hispanics: The Super Constituents Source: U.S. Census Bureau: American Human Development Report: The Measure of America 2013-2016 Life Expectancy Median Age Years of effective buying/voting power Hispanics NH White African American Asian 82 79 75 87 28 43 34 37 54 36 41 50
- 15. www.sabiomobile.com English • Majority of Hispanicsare U.S. Born • Definition of bilingual is not defined • Someone who speaks “some” Spanish doesn’t translate into a consumer of Spanish language media % of Hispanics who speak English very well rises with generations Source: Hispanic Center Study, Zpryme 2014 0 10 20 30 40 50 60 70 80 90 100 1st Generation 2nd Generation 3rd Generation English Proficiency 23 88 94
- 16. www.sabiomobile.com English • U.S. Born Hispanicsare English proficient • Variety & quality of digital media • 2nd Generation Hispanics are largest bilingual segment but prefer English media English is the Language Hispanics use most in the digital world Source: Hispanic Center Study, Zpryme 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Primarily English Equally English & Spanish Primarily Spanish
- 17. www.sabiomobile.com Messenger Media How do youreach Latinos? The Right Mix Message
- 18. www.sabiomobile.com Mobile Audiences favor mobile… Multiculturals even more. MAXIMIZESwith MULTIPLE TOUCHPOINTS time location content MAXIMIZES with AD TECHNOLOGY and Source: eMarketer MOBILE MEDIA CONSUMPTION IS GROWING, EVERYTHING ELSE IS SHRINKING VARIETY OF ENGAGING, INTERACTIVE AD UNITS
- 19. www.sabiomobile.com LEGACY PAY TV: VIEWERSHIP IS FALLING Source: eMarketer Mobile Millennials favor mobile… Multiculturals even more. MAXIMIZES with MULTIPLE TOUCHPOINTS time location content MAXIMIZES with AD TECHNOLOGY and VARIETY OF ENGAGING, INTERACTIVE AD UNITS
- 20. www.sabiomobile.com Source: eMarketer LEGACY PAYTV : PAST ITS PEAK Mobile Millennials favor mobile… Multiculturals even more. MAXIMIZES with MULTIPLE TOUCHPOINTS time location content MAXIMIZES with AD TECHNOLOGY and VARIETY OF ENGAGING, INTERACTIVE AD UNITS
- 21. www.sabiomobile.com Source: eMarketer LEGACY PAYTV : YOUNG VIEWERSHIP IS COLLAPSING Mobile Millennials favor mobile… Multiculturals even more. MAXIMIZES with MULTIPLE TOUCHPOINTS time location content MAXIMIZES with AD TECHNOLOGY and VARIETY OF ENGAGING, INTERACTIVE AD UNITS
- 22. www.sabiomobile.com Source: eMarketer IT’S AGENERATIONAL SHIFT Mobile Millennials favor mobile… Multiculturals even more. MAXIMIZES with MULTIPLE TOUCHPOINTS time location content MAXIMIZES with AD TECHNOLOGY and VARIETY OF ENGAGING, INTERACTIVE AD UNITS
- 23. www.sabiomobile.com Media • 92% ofHispanics own a cellphone • 66% own a smartphone • 60% use their smartphone as their primary internet access device vs 43% for Non-Hispanic Whites Hispanics over index on all things Mobile Source: Hispanic Center Study, Zpryme 2014 0% 10% 20% 30% 40% 50% 60% 70% loyalty programs dowloading coupons paying for pysical goods banking/bill paying Hispanics Non-Hispanics
- 24. www.sabiomobile.com Weekly time spentwith select media/devices Source: Hispanic Center Study, Zpryme 2014, Nielsen – The Total Audience Report Q3 2016 BLACK HISPANIC ASIAN TOTAL LIVE TV & DVR/TIMESHIFTED TV 42:17 22:47 14:02 29:06 DVR/TIMESHIFTED TV 3:02 2:03 1:44 3:04 APPS/WEB VIA SMARTPHONE 17:07 18:00 12:48 15:12 AM/FM RADIO 12:53 13:10 - 12:29 INTERNET VIA DESKTOP/LAPTOP 6:00 2:47 3:22 5:20 GAME CONSOLE 2:13 2:02 1:11 1:54 MULTIMEDIA DEVICE 1:47 1:55 3:02 1:54 VIDEO VIA DESKTOP/LAPTOP 2:13 1:24 1:26 1:33 DVD/BLU-RAY DEVICE 0:58 0:53 0:37 0:56 VIDEO VIA SMARTPHONE 1:03 1:01 0:32 0:36 Media • 92% of Hispanics own a cellphone • 66% own a smartphone • 60% use their smartphone as their primary internet access device vs 43% for Non-Hispanic Whites Hispanics over index on all things Mobile
- 25. www.sabiomobile.com Top 5 Issuesin 2016 Election Source: Pew Research Center Message & Messenger • Economy is most important • How do these affect their families & children’s future • How do these affect their friends 77% 78% 79% 80% 81% 82% 83% 84% 85% 86% 87% Economy Healthcare Terrorism Education Immigration % of Hispanics who said the issue was “very important” to their vote in the 2016 Presidential Election
- 26. www.sabiomobile.com Message & Messenger • Authentic •Culturally relevant • Respectful Faith – Religion plays a major role in the lives of most Hispanics. Whether they’re actually practicing or not, religious holidays, first names, family events such as Baptisms are a major celebratory event. Family – Latinos are a very tight knit group with larger than average families. It’s not uncommon to have multigenerations living in the same home for a lifetime that may also include, aunts, uncles, cousins, etc. For many Latinos, not having a close relationship with your parents, grandparents, and others is considered very strange. Food – Hispanics are generous with their social gatherings and food is of major importance. When having a child’s birthday party as an example, while some cultures will serve only cake, ice cream, and punch. Latinos will have a full spread for everyone to enjoy. It’s also not uncommon for adult beverages to be served at a child’s party. Friends – Hispanics are a very social group with not only large families, but large groups of friends that also have large families. Social events and parties are commonly attended by family members including older generations, their friends, and many others. In other words, the more the merrier. Small parties where only a select few attend is uncommon in most Hispanic households.
- 27. English ads witha few words in Spanish resonate with the majority of Hispanics… which are English speaking Latinos The Ad Campaigns that “Get us” McDonald’s: First Customer Wells Fargo: Baby Don’t Hurt Me Head & Shoulders: Proud Mom
- 28. Latino Victory: BREAKDOWN THE WALL Latino Victory WIPE OUT CORRUPTION Rich Media ads can shake, wipe & turn to learn more about your campaign. Rich Media improves engagement
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