Targeting the Hispanic Market

hispanicconsumerThis year, Latinos will surpass whites as the largest racial/ethnic group in California. According to the last U.S. Census stats, the Latino share of the U.S. population, currently at 17 percent, is expected to reach 31 percent by 2060. Although the recession had a negative effect on the Hispanic birthrate, those are still hefty numbers not to be ignored—especially if your small business targets (or hopes to target) the Hispanic market. Here are some facts to help you with your marketing strategy:

A Mobile Market: Research by PricewaterhouseCoopers finds that 74 percent of U.S. Hispanic mobile phone users use apps to access a social network at least once per week. Even more Hispanics (96 percent) are likely to send and receive texts on their mobile phones on a weekly basis. If you’ve been contemplating whether or not to start a mobile marketing strategy, think about allowing subscribers to sign up for mobile messages in Spanish.

Nationwide Market: The Hispanic market is growing all over the U.S., not just in states like California and Florida. According to Experian, the Hispanic market is also particularly growing in Idaho, Illinois and Utah.

Speak the Language: Most Hispanics appreciate it when marketers reach out to them in their own language according to Experian research. It shows respect and that the companies really want their business, especially when your website is available in Spanish.

Upsell Them: Unlike most other demographics, Hispanics are optimistic about their financial future and it shows in their purchases. Suggest add-ons, subscriptions or other ways to boost the cost of what they’re buying.


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