Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Hispanics see online ads as disruptive
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- Figure 1: Correspondence analysis – Hispanics' perceptions of different types of ads, July 2016
- If ads are not relevant, they become a liability
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- Figure 2: Likelihood of interesting ads prompting additional searches, July 2016
- Recommendations trump advertisements
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- Figure 3: Hispanics’ perception of the impact of advertising, July 2016
- The opportunities
- Hispanics more open to advertising
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- Figure 4: Hispanics’ attitudes toward advertising, index to all, April 2015-June 2016
- It’s all about context
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- Figure 5: Hispanics’ perception of advertising as content, July 2016
- Hispanics feel they know what they want
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- Figure 6: Hispanics’ perception of advertising in regards to brands, July 2016
- What it means
The Market – What You Need to Know
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- Hispanics tend to live in larger and value-oriented households
- The Hispanic internet use gap is no more
- Hispanics’ lives gravitate around content
- Hispanics gravitate toward biculturalism
Market Factors
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- Larger household sizes – Reaching more by reaching one
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- Figure 7: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
- The Hispanic market is young
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- Figure 8: Population by Hispanic origin and generation share, 2016
- Hispanics more restricted financially
- Median household income for Hispanics significantly below national median
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- Figure 9: Median household income, by race and Hispanic origin of householder, 2014
- Figure 10: Household income distribution, by race and Hispanic origin of householder, 2014
- Improving labor market for Hispanics can give Hispanics confidence to try new products
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- Figure 11: Hispanic unemployment (seasonally adjusted), January 2007-August 2016
Market Perspective
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- Hispanics are online
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- Figure 12: Internet usage, by Hispanic origin and language spoken at home, February 2010-March 2011 and February 2015-March 2016
- Hispanics can’t imagine a life without content
- Hispanics gravitate toward biculturalism
- Gracias, internet!
- Birds of feather flock together
- Bilingualism and the media
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- Figure 13: Language Hispanics prefer for speaking and consuming media, April 2015-June 2016
What’s Happening? – What You Need to Know
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- Marketing strategies call for insights
- Lifestyles and attitudinal segmentations help paint a picture
- Stereotypes can cloud the message
- The cost of getting attention
- Embracing the American and Hispanic cultures
What’s Happening?
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- The need for insights is stronger than ever before
- The need for segmenting the market
- The need to avoid stereotypes
- Finding ways to get attention
- The need to embrace
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- Figure 14: Jarritos “The Journey” ad (English), October, 2016
- Figure 15: Tecate “#TecateBeerWall” ad, September, 2016
The Consumer – What You Need to Know
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- Spanish-dominant Hispanics more receptive toward advertising
- Hispanics make clear distinctions between different types of ads
- Hispanics want to be entertained
- Ads can leverage recommendations
- Relevance is key to prompt curiosity
- Targeting is important when determining language to use
- Moderate cultural tension in ads
General Attitudes toward Advertising
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- Hispanics are more positive about advertising…
- …which is driven by Spanish-dominant Hispanics
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- Figure 16: Hispanics’ attitudes toward advertising, index to all, April 2015-June 2016
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- Figure 17: Hispanics’ attitudes toward advertising, by language spoken at home, April 2015-June 2016
Perceptions of Types of Advertising
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- Unexpected disruption is not welcomed
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- Figure 18: Correspondence Analysis – Hispanics' perceptions of different types of ads, July 2016
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- Figure 19: Hispanics' perceptions of different types of ads, July 2016
What Hispanics Like About Ads
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- Hispanics rather see something entertaining
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- Figure 20: Attributes Hispanics consider make a good ad, July 2016
- Younger Hispanic men are more impressionable
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- Figure 21: Attributes Hispanics consider make a good ad, by gender and age, July 2016
- Unacculturated Hispanics more likely to look beyond the fun factor
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- Figure 22: Attributes Hispanics consider make a good ad, by level of acculturation, July 2016
- Ads should be entertaining
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- Figure 23: Hispanics’ perception of advertising as content, July 2016
- Seeing themselves reflected more important for unacculturated and bicultural Hispanics
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- Figure 24: Hispanics’ perception of advertising as content, by level of acculturation, July 2016
The Impact of Advertising
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- Ads can reinforce recommendations
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- Figure 25: Hispanics’ perception of the impact of advertising, July 2016
- Recommendations have less weight as Hispanics get older
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- Figure 26: Hispanics’ perception of the impact of advertising, by age, July 2016
- Hispanics feel ads help improve brand perception
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- Figure 27: Hispanics’ perception of advertising in regards to brands, July 2016
- Younger Hispanics more likely to see a positive ad-brand correlation
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- Figure 28: Hispanics’ perception of advertising in regards to brands – Part I, by age, July 2016
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- Figure 29: Hispanics’ perception of advertising in regards to brands – Part I, by age, July 2016
Hispanics’ Trust in Advertising
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- Hispanics take claims with a grain of salt
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- Figure 30: Hispanics’ perception of claims’ credibility in ads, July 2016
- Acculturated Hispanics more skeptical about claims
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- Figure 31: Hispanics’ perception of claims’ credibility in ads, by level of acculturation, July 2016
- A note about claims and the FTC
- Hispanics feel ads skew toward exaggerating
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- Figure 32: Hispanics’ perception of exaggerated reality in ads, July 2016
- Hispanics are more critical as they become more acculturated
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- Figure 33: Hispanics’ perception of exaggerated reality in ads, by level of acculturation, July 2016
The Importance of Relevance
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- Interesting ads can prompt Hispanics to look for more information
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- Figure 34: Likelihood of interesting ads prompting additional searches, July 2016
- Less-acculturated Hispanics more open to find out more
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- Figure 35: Likelihood of interesting ads prompting additional searches, by level of acculturation, July 2016
- Peace of mind encourages curiosity
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- Figure 36: Likelihood of interesting ads prompting additional searches, by level of employment, July 2016
- Hispanics pay attention to ads of the brands they like
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- Figure 37: Hispanics’ perception of quality of advertising of brands they like, July 2016
- Less-acculturated Hispanics more attached to brands they like
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- Figure 38: Hispanics’ perception of quality of advertising of brands they like, by level of acculturation, July 2016
The Importance of Language
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- Hispanics open to ads in both languages
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- Figure 39: Language preference in ads, July 2016
- English gaining relevance at the extremes
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- Figure 40: Language preference in ads, by age, July 2016
- Clear differences by language preferences
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- Figure 41: Language preference in ads, by language spoken at home, July 2016
- The benefits of using Spanish
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- Figure 42: Hispanics’ attitudes toward language and the media, by language spoken at home, February 2015-March 2016
The Importance of Cultural Nuances
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- Hispanics don’t feel cultural tension in the ads they watch
- There are stereotypes, but they are not the norm
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- Figure 43: Importance of cultural nuances in advertising, July 2016
- Acculturated Hispanics more disconnected from ads
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- Figure 44: Importance of cultural nuances in advertising, by level of acculturation, July 2016
Attitudes toward Mobile/Online Ads
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- Online ads have a short window to make an impact
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- Figure 45: Hispanics’ attitudes toward content, July 2016
- Willingness to share information with advertisers
- Younger Hispanics more open to share
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- Figure 46: Hispanics’ willingness to share information with advertisers, by age, July 2016
- The value of personalization
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- Figure 47: Hispanics’ interest in personalization ads and coupons, by age, July 2016
- The issue of disruption
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- Figure 48: Hispanics’ attitudes toward disruption, by level of acculturation, July 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Terms
- A note on acculturation
Appendix – Demographics
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- Population by race and Hispanic origin
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- Figure 49: Population by race and Hispanic origin, 2011-21
Appendix – Consumer
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- Language and the media
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- Figure 50: Language preference among Hispanics – Books, magazines, or newspapers, by age, April 2015-June 2016
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- Figure 51: Language preference among Hispanics – Television, by age, April 2015-June 2016
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- Figure 52: Language preference among Hispanics – Radio, by age, April 2015-June 2016
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- Figure 53: Language preference among Hispanics – Websites, by age, April 2015-June 2016
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