The US Hispanic Chamber of Commerce (USHCC) and the marketing agency Chemistry Cultura, released the results of the investigation: “El Mosaico Latino”, in which they provide the latest snapshot of the Latino demographic, which currently represents one in five Americans.
The survey revealed many compelling points, including the surprising preferences of social networks of Generation Z, an exponential growth of Spanglishloyalty built from brands that show respect for heritage, and practical tips to ensure advertising hits with cultural nuances.
According to the survey:
· Latinos are much more frequent users of TikTok, with 48% using the platform daily compared to just 36% of the generation market, and 20% say they “find new brands” on TikTok compared to just 11% of the overall market.
Despite being quick to adopt social networks, Latinos continue to be fervent TV viewersincluding a staggering 42% who still watch broadcast TV every day.
· 65% of Latinos still prefer at least some Spanish in your advertising.
· English as the preferred language at home has grown. 50% of the first generation prefer to speak Spanish and the number drops to 4% of the third generation.
· Instead of simply adopting English, 20% of Gen Z prefer Spanglish to any individual language, compared to just 14% of millennials and 10% of Gen X.
Music is growing in popularity among the younger generations, as it 38% of Generation Z Latinos say it is their number 1 passion pointversus just 17% of Boomers (who prefer sports by a wide margin).
· When asked which element they liked best in advertising, respondents strongly favored ads featuring Hispanic casting (34%) on elements such as interest in the product (19%).
Latinos continue to be more brand loyal than the generation market, with 57% attributing that loyalty to “show respect for my Latino heritage”.
· According to those surveyed, the top three mistakes brands make in their Latino advertising are: 1) the use of stereotypes, 2) the misuse of language and 3) not reflecting the immense diversity of the US Hispanic community.
“Our focus at the USHCC is to empower Hispanic business success and, in doing so, drive broader American prosperity,” said Ramiro Cavazos, USHCC President and CEO. “To be successful in this fast-growing segment, brands must do their homework and demonstrate true commitment, not condescension. With that in mind, we are thrilled to partner on this landmark study that will give American businesses, both large and small, an advantage.”
· BofA launches Directory for Latino businessmen in the US to have access to capital
· Latino success: learn about the best companies for Latino executives
· “HOME” initiative is launched so that 4 million Latinos in the US can own a house