What you need to know if you want to connect with the Hispanic consumer in the U.S.

Hispanic consumers are increasingly gaining relevance in the United States. Their growth is setting a trend in marketing, as they require a deeper analysis to learn who they are, their interests, and how brands can connect with them in order to open new markets and consolidate lasting business relationships.

The growth rate of the Hispanic population has increased significantly since the year 2000, and according to the development projection, this will remain at rates between 1.2M and 1.5M per year. The main countries of origin of U.S. Hispanics include Mexico, Honduras, Colombia, Ecuador, Peru, Cuba, Puerto Rico, Guatemala, Venezuela and Spain.

There is a common belief held in the US that associates all Hispanics with Mexico, which is due to the large volume of the migrant population that comes from the country (61.5%), compared to the rest of nationalities. Another belief clarified after the last census said that Hispanics are found in a greater proportion in the state of Florida. However, the analysis carried out shows that there are three times as many Hispanics in California and twice as many Hispanics in Texas. This could be because these are some of the states where there is a higher rate of racial and ethnic diversity, as they are cosmopolitan communities.

These communities tend to be made up of what is known in the United States as the “Hispennial” generation (influential in the American economy), with an average age between 30 and 34 years. Looking at it from a wider perspective, Hispanics are the second largest ethnic group in the United States, making Spanish the second most widely spoken language in the country.

Employment?

In 2022, more than 27.4M Hispanics were employed across the United States, representing the second largest workforce in the entire country after African Americans and Asians. Meanwhile, the unemployment rate for them was 6.8%.

For Mexicans and Central Americans, jobs associated with construction, transportation, and services stand out, while for South Americans its administration, sales, and management.

Regarding the average income received by Hispanic households, there has been a growth in purchasing power in the last ten years. However, they are being affected by inflation, which varies depending on spending habits, this being the reason why income growth cannot be consolidated into improving the quality of life.

Hispanic media

The three main means of contact for Hispanics are digital media, social networks, television and radio. They are one of the population groups most likely to have an electronic device with Internet connection, with Smartphones being their preferred device.

According to their particular interests, the categories to which they dedicate their time the most in the digital world are: Info/News, Social Media (Facebook being the social network most used by intermediate generations and Instagram by the youngest), Retail Content and Shopping.

On the other hand, the most popular application chosen to communicate among Hispanics of any age range is WhatsApp.

Hispanic consumers

The purchasing power of Hispanics is increasing and, although they tend to be rational and cautious with their purchases, as shoppers they are the ones who spend the most in retail to satisfy their desires.

Care, style, and beauty are a cultural matter for this segment, so purchases are usually related to clothing, accessories, etc. But, in turn, family is the most important thing for them, so purchases are also focused on satisfying the needs of the home.

Regarding the means to buy, many perceive that doing so online is a good way to gather information about the products and services that interest them.

Sometimes brands want to attract the Hispanic consumer using motivations or representations that don't work, because they are aimed at fitting in with actions that worked for Americans.

To develop a successful product, service, or communication for this segment, it’s essential to delve into its culture before anything else. Those brands that establish a real commitment with the communities gain their trust and recommendation, given that when a connection is generated it is more than transactional.?

How do you do this as a brand? Well, it’s necessary to understand that Hispanics are not homogeneous, but that each one of them thinks and acts differently, since their cultures are different despite sharing a language. In this way, by listening to them, showing interest in their habits and being authentic, it will be possible to gain their trust.

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