Engaging Hispanic Consumers

According to the latest census, 16% of the US population is of Hispanic origins.  This consumer group, that is over 50 million people strong, has grown by 43% in the past decade. Any consumer group with that much growth cannot be over looked.  New research has become available that details attitudes of Hispanic consumers.  Knowing this type of information is the key to your business leveraging Hispanic consumers and engaging an untapped market.

• 35% of Hispanic consumers nationally said that Spanish language labels help them select products they want, that jumps to 55% among Spanish language dominant Hispanics

• Nearly one-third of Hispanic consumers said they paid more attention to products that are advertised in Spanish

• 29% of Hispanics stated that Spanish language advertising is important because it’s the best source of information when making a purchase decision

• Almost 40% of Hispanic shoppers said that when a company advertises in Spanish they feel like the company respects their heritage and wants their business

• More than 35% of Hispanic consumers and nearly half of Spanish language dominant Hispanics intimated that they were more loyal toward companies that show appreciation for their culture by advertising in Spanish

What Does This Mean To You?

Just how important are Hispanic consumers?
Over one in five adults in Broward and Palm Beach Counties are of Hispanic origins and nearly half have children in their households.
Hispanic adults are also much more likely than the market to buy a home, vehicle, furniture, mobile device and consumer electronic product.
The first step in creating a loyal relationship with Hispanic consumers is reaching them.  For more information on targeting Hispanic consumers and getting results, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Advertising Age; Experian Simmons; The 2012 Scarborough Report, Release 1

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