If You’re Going to Market to Hispanic Millennials, You’d Better Do It Through Social Media
A Newlink America analysis titled “Hispanic Millennials: The Complete Roadmap” found that social media plays a crucial role in reaching Hispanic Millennials. Facebook, which drove 21.25% of all traffic sites received in March 2013, can help brands connect with Hispanic Millennials, as their brand engagement there on social media and openness to mobile ads are double that of other consumers.
The report was made by combining data from various studies of the nation’s Hispanic Millennials, said Jorge Ortega, partner and co-founder of Newlink America, and can serve as a way for marketers to find a “passion point” between Hispanic Millennial consumers and brands. He even went as far as to say that Hispanic Millennials are so passionate about their mobile devices that their phones are “an extension of who they are.”
This is not all that new of an observation. According to the Pew Research Center’s Internet Project, about 80% of U.S. Hispanic adults use social media, compared to 72% for the country overall, with 68% of U.S. Hispanic adults saying they used Facebook, Twitter or similar platforms, compared to 58% for the general U.S. population. Also, U.S. Hispanics are also more likely to follow a brand on social media.
What is new, though, is the realization of just how important it is to reaching Hispanic Millennials, as they’re a high-value audience. According to the analysis, one-third of Hispanic Millennials make local purchases online, whereas only 26% of non-Hispanic Millennials do. They’re also a major force in the market, accounting for one in five of the 92 million Millennials in the United States. The analysis also cites a 2013 Nielsen study that reports Hispanic Millennials spend 10% more on retail than their non-Hispanic counterparts.
The key, Ortega says, is to use these digital channels they’re so attuned to in a culturally relevant way that will appeal to them. This means communicating in Spanish, or appealing to consumers’ religious beliefs, which the analysis says are “very important.”