The Hispanic Community: A Coveted Demographic for Marketers

Blog post in collaboration with Ivette Achong

The U.S. Hispanic population continues to be one of the most powerful marketing segments in the country.  According to the U.S. Census Bureau, the U.S. Hispanic population has reached 58.9 million which accounts for 18.1% of the total U.S. population.  The Census Bureau is also projecting that the U.S. Hispanic population will rise to 111.2 million by 2060, which translates to 28% of the nation’s population.   Additionally, Nielsen data indicates that the U.S. Hispanic market’s purchasing power is expected to reach $1.8 trillion by 2021.

Based on this tremendous growth and changing demographic landscape, many organizations are interested in targeting Hispanics as part of their marketing campaigns.

To do so effectively, it’s crucial for marketers to understand the Hispanic community’s media consumption habits, the technology they most often use, and how to reach the different segments of this diverse population.  

Hispanic Heritage Month is September 15 – October 15, 2019. Here are a few tips to help you engage with this influential and ever-growing demographic:

  • Language is Important, but so is Culture: It is not enough when message content is simply “translated into Spanish.” Campaigns that feature Hispanic talent and culturally-oriented themes deliver better overall results
  • Think Beyond Traditional: Hispanic media outlets are very influential, but Hispanics today are digitally savvy with heavy mobile and social media platform usage
  • Know Your Audience: Hispanic women yield the most purchasing power – Hispanic young adults are deeply engaged with social media – Older Hispanic populations gravitate towards TV and radio outlets. Determining your audience and how best to reach them is key
  • Two-thirds of US Hispanics Live in Just Five States: California, Texas, Florida, New York and Illinois (sourced from Pew Hispanic Center)

To learn more about how Connect360 can help your organization determine the effectiveness of a digital marketing campaign, please contact us here:

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Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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