What: GlobalWebIndex and Publicis Media have published a dataset offering information about online behaviors, cultural preferences, and linguistic choices of Hispanic Americans.
Why it matters: Hispanics represent 18% of the U.S. population; this data will help brands understand the segment’s complexities according to linguistics, regions, and cultural affiliations.
Data technology firm GlobalWebIndex has partnered up with public relations and advertising agency Publicis Media to take a deep look into the online behaviors, cultural preferences, and linguistic choices of Hispanic Americans, who now account for 18% of the U.S. population.
The dataset, which has just made public, offers wide information that details consumer profiles and highlights the cultural nuances of this increasingly important segment. The data, which can be segmented between linguistic preferences, will allow brands to understand the complexities between Spanish-speaking Hispanics and bilingual Hispanics, and segmentation by state and region, as well as by country of origin with which consumers feel most affiliated, will provide companies with a better grasp of individual identities of consumers.
“This data allows marketers and brands to quantify perception as a source of intent for the Hispanic market for the very first time,” said Jason Mander, Chief Research Officer at GlobalWebIndex, in a press release. “Targeting Hispanic cultures appropriately has long been a challenge for marketers, but with this data, we can provide insights that can help create, segment and better address the behaviors, attitudes, and sentiment of this sector. The benefits of a data set like this are immeasurable.”
“Hispanic population growth continues to be the key driver of GDP and populations are projected to double — even triple — in certain markets,” added Tim Jones CEO, Publicis Media, Americas. “This dynamic audience tends to be more appreciative of and loyal to advertised brands. And for advertisers seeking new areas of growth, the Hispanic population presents the most scaled opportunity. Every advertiser in America should have a clear and representative picture of this audience and its powerful influence.”
Among the insights released in the dataset, GlobalWebIndex and Publicis Groupe found that almost 60% of Hispanic Americans are bilingual or Spanish-first at home, but 78% prefer English when using electronic devices, of which smartphones are the most important. While non-Hispanics spend less than two hours online via mobile, Hispanics average three hours on their phones, effectively leading the shift to mobile.
They also found that Spanish-first Hispanics are 3x as likely as English-first Hispanics to feel a connection to their Hispanic heritage via the sports they follow and the TV they watch. Interestingly, it is bilingual Hispanics who use Netflix the most, 85% as opposed to Spanish-first and English-first Hispanics, with 75% and 76% respectively.
Bilingual Hispanics have a higher interest in music streaming as well. 78% of them use Spotify or Pandora, while only 56% of non-Hispanics access these sites. In terms of specific genres, it was found that Spanish-first Hispanics clearly prefer Latin music, while bilingual and English-first Hispanics have broad music taste.
Other findings, according to the press release, are that 24% of Hispanics believe the US economy will improve over the next six months while 50% think their personal finances will improve over the same period (compared to 43% of non-Hispanics). Also, Spanish-first Hispanics lead WhatsApp usage with the most visits within the past month (60%), compared to only 16.7% of all Americans in the same time period. Finally, 61% of Hispanics say they sometimes use Spanglish (words that are a combination of Spanish and English).