Posts Tagged ‘spanish dominant’

Why Does The Latina Shopper Matter?

January 11th, 2013

Who is the Latina Shopper?

As access to technology and the convenience of online consumerism changes the way we shop, it’s impossible to ignore the role Latinos play in setting trends and styles. From the clothing we wear to home goods, to the music we listen to, Latinos have a hand in it all. To kick off the New Year, we thought it fitting to highlight the role that Latinas (las mujeres) play in the retail industry.

Adrian Carrasquillo from NBC Latino wrote an interesting article about how Latinas are changing the face of America, and how multicultural marketing is influencing our every day purchases, decision-making, and trends—though many overlook the effect of Latinos. For the current general market, the Latina woman represents beauty, style and sensuality, but at the same time is a pillar of family values and a champion for her Hispanic heritage.

Zoe Saldana for Lens Crafters Ad Campaign

Zoe Saldana for Lens Crafters Ad Campaign


Brands that truly understand the buying power of both Latina shoppers and acculturated Hispanics are the ones that have succeeded in making an emotional connection with the demographic. (Keep in mind the constant evolution of the statistical projection of this group):

  • 66 percent of Latinas own a smartphone. 39% use their mobile devices for online shopping.1
  • 60 percent of Latinas consult mobile apps before going shopping. 2
  • 80 percent of the time Latinas are the key decision-makers and influencers in a household. 3
  • $1.4 trillion is the estimated buying power of Latina women for 2013.3


Latin Flair and Style

Latinas are increasingly shopping online—looking for trends and deals—and frequently sharing findings with family and friends on social networks like Facebook, Pinterest or Twitter. The Latina shopper is someone who loves to socialize. The median age of the  Latina shopper is approximately 10 years younger than non-Hispanic white females in the U.S., which affects purchasing habits and product preferences in the areas of technology, music, beauty, and fashion. The female Hispanic shopper is passionate and “identifies herself with the brands that are trendy, feminine, sexy and fun,” reveals a Latina Insights survey. 

A recent study published by Hispanic Retail 360 that was conducted by various top marketers, including PepsiCo, Sara Lee, and VISA exposes the various categories of Latina shoppers listed below:

  • “Las Digitalistas” (31%): Latinas who shop online, use the Internet as a valuable reference resource. This segment tends to be bilingual.
  • “Las Exploradoras” (27%): These Latinas love the entire experience of shopping, they are willing to try new products, tend to visit a variety of stores, and are Spanish dominant.
  • “Las Pragmáticas” (23%): Latinas who are practical, shopping only for what they need and the best value.
  • “Las Fre$itas” (20%): Latinas who are young and affluent, and love to impulse shop. They prefer American stores and tend to be bilingual.


Targeting Latinas: Which language works best?

 Latinos are the youngest ethnic group in America and are rapidly embracing digital media for shopping and entertainment. To that end, 60% of Latinos turn to the Internet to make purchases and, according to a survey conduced by Hispanidad, a division of Heinrich Marketing, 38% of Hispanics find English language ads less effective than Spanish ads, thus preferring Spanish-language media to English. 4 When it comes to television, for instance, Univision remains on top as the fifth-ranking network in the United States, behind ABC, NBC, CBS, and Fox. 5 What does this mean for brands and to the Latina consumer? It means that language matters and hence considering culturally relevant Spanish-language content is paramount when reaching Hispanics. For consumer brands, the message should not only be culturally sensitive but also take into account the targeted groups’ native tongue to make a positive impact.

Major retailers such as Macy’s, Kohl’s, Kmart, Wal-Mart and Target have begun implementing culturally relevant campaigns. In 2012, Macy’s put forth an updated image of the Latina shopper more in tune with the Millennial market’s shopping behavior and style. The strategy serves to show that, with this robust approach, Macy’s captures more Hispanic fashion-conscious consumers than any other traditional department store.

Macy’s celebrating Hispanic Heritage Month 2012

Macy’s celebrating Hispanic Heritage Month 2012


Hispanic Millennial Shopper

Being a Millennial is a matter of attitude. When marketers and advertisers once targeted Baby Boomers, they are now turning their attention to Millennials—people between the ages of 18-34—as the next consumer boom. Hispanic Millennials are doubly important because not only are they the fastest growing demographic in the U.S. but they are also tech-savvy consumers. This makes them a venerable target for many brands asthey tend to over-index in apparel, fragrance and cosmetics purchases. 6

What is most surprising about Hispanic Millennials is that the group’s cultural connection outweighs their level of acculturation. These young, U.S-born Hispanics still strive to stay connected to their culture despite an American upbringing. As seen from the graph below, this is most prominent among those Latinos 25-34 of age of which 65% hold a medium or high cultural connection to their Latin roots.  The Hispanic Millennial shopper is very often bilingual and an active user of new media.  She represents  a large portion of the spending growth in the U.S. (and more than 70% of U.S. millennial population growth in the latest Census). For this particular group, their connection and identity as Latinas is very important, and thus influences their decision-making and lifestyle choices.

Cultural Connection: Millennials. Ad Age – Univision Study

Cultural Connection: Millennials. Ad Age – Univision Study



Marketers and advertisers have taken notice of Hispanics for some time now but as they turn their attention to Latinas—the decision-makers in the majority of Hispanic households—they should not underestimate the role that Spanish and a strong cultural connection plays in creating a campaign or developing a new product that will resonate with this group. Hispanic marketing deserves the same time, budget allocation, and needed resources as any traditional campaign.



(1) Study: 66% of Latinas Own Smartphones & Other Fun Facts About Latina Shoppers

(2) Latina shoppers are the most savvy, says report

(3) The Power of the Mamás Latinas

(4) Marketing to the Online Hispanic Consumer

(5) Hispanic Marketing: A Critical Market Segment

(6) Hispanic Retail 360 Hispanic Millennials

How Many US Hispanics on Twitter

August 3rd, 2011

A few months back we provided an outlook of how many US Latinos or Hispanics can be found on Facebook.  Today we announce the very appropriate sequel which discusses the number of total US Hispanics on Twitter.  This is key information for brands looking to launch a Twitter account targeting US Latinos as it provides an estimate of how large the followership of your brand’s Twitter profile could potentially be.  Further, this article contains insight into which language should be used for the voice of the Twitter profile.  Choosing to use English, Spanish or a combination of the two (Spanglish) on the Twitter account is a very real question that all brands need to decide upon as they look to target the Hispanic market.

Without further ado, lets review the numbers.

8.1 Million US Hispanics using Twitter?

Today there are approximately 8.1 million US Hispanics on Twitter.  Of that amount 31%, or 2.5 million Hispanics, prefer Spanish and would be encouraged to follow a Twitter profile providing Spanish content. 44%, or 3.6 million US Latinos favor English and are more likely to follow a Twitter profile that is providing stories and media in English. And last but not least, 25% of US Hispanics (2.0 million) are bilingual and would be happy to follow a Twitter profile content in either language or Spanglish.

The graph presented below helps to visualize:

8.1 Million Hispanics on Twitter and Growing

Which Language do Hispanics Prefer when Following Brands on Twitter?

Hispanics preferring Spanish would likely prefer to follow pages offering daily content in Spanish such as the CDC Espanol Twitter profile.  Several other Twitter profiles that provide Spanish content include the Castrol Twitter profile and the Visit Florida Twitter profile. Hispanics that typically converse with family, friends, and colleagues in English are likely to prefer English language Twitter profiles.  A good example of Twitter profiles catering to English preferring Hispanics is Being Latino as well as Tampico.  Many brands are targeting bilingual Hispanics, as this is the most popular strategy currently.  Several good examples of brands doing this include the Mi Pepsi Twitter campaign and the Sears Latino profile.

So What Kind of Fancy Calculator Are We Using to Calculate This?

1. Total US Twitter users = 74MM (200MM * 37%).  Twitter states that 37% of its users are from within the US.
2.Total US Hispanic Twitter Users = 8.1MM (74 * 11%).  Based on Quantcast’s demographic data research.
3. Spanish Dominant US Hispanics = 2.5MM (8.1MM * 31%). Combines Latin Americans and all Spanish favoring Hispanics in the US.
4. English Dominant US Hispanics = 3.6MM (8.1MM * 44%). Includes 2nd and 3rd generation Hispanics and all other English favoring Hispanics.
5. Bilingual US Hispanics = 2.0MM (8.1MM * 25%). The large portion of Hispanics whom are comfortable with either language.

Note: There are a few differing numbers on the percentage of Twitter Users are Hispanics.  Edison Research and Portada have both reported higher percentages, 17% and 18% respectively, but I suspect these were either smaller sample sizes or based on Internet using Hispanics, rather than total Hispanics.  Common sense led us to determine that 11% of Twitter users was the most accurate figure as the higher percentages presented would indicate that 25% of all Hispanics use Twitter, which is very unlikely.


How do these figures compare with what you would imagined?   What other factors are key when determining the tonality of messaging to the US Hispanic audience?  Please place your thoughts in the Comments below.


Social Times – 200MM Twitter Users

Site Seeker – 11% of Hispanics are Twitter Users

Official Twitter Blog – 37% of Twitter Users from US

Pew Hispanic Reports – Census counts 50MM Hispanics

DK Web Consulting – Percentages of Hispanics preferring English, Spanish, or Bilingual

Portada Online – 18% of Hispanics are Twitter Users

Edison Research – 17% of Twitter Users Hispanic

How many US Hispanics on Facebook

February 21st, 2011

So how many Hispanics could potentially be inspired to join your brand’s newly launched Facebook page?  Well, before you look at your options for engaging Hispanics on Facebook you need to decide is whether your page will be targeting Spanish or English dominant Hispanics.  This makes a great difference to many parts of the Facebook page including the overall potential reach.  So let’s review how many US Hispanics could potentially sign up as a fan on your brand’s Facebook Page.

How many Hispanics are English or Spanish Dominant?

In today’s environment there are 13.5 million US Hispanics on Facebook. Of that amount 31%, or 4.2 million Hispanics, prefer Spanish and would be encouraged to become a fan of a fan page providing Spanish content. 5.9 million Hispanics favor English and are more likely to fan a page that is providing stories and media in English. And last but not least, 25% of US Hispanics (3.4 million) are bilingual and consume content in either language.  The graph below sums it up:


Are the portions what you would have imagined?


What Facebook Pages would these different groups prefer? Spanish preferring Hispanics would likely gravitate to pages offering daily content in Español including the Centers for Disease Control (CDC) page.  Two other pages catering to Spanish dominants are the Castrol Facebook page and the NBA’s Spanish Facebook page. Hispanics that speak and consume media in English are likely to prefer general market English pages.  However, a good example of pages catering to US Hispanics preferring English include the Mexican Word of the Day page as well as the American Latino Museum page. A few good Bilingual pages include those of the artist Manu Chao as well as page operated by Proctor and Gamble, Tu Pantene.

And how in the planet do we know this you ask?

1. Total US Facebook users = 150MM (500MM * 30%).  Facebook estimates that 30% of its users are located within the US.
2.Total US Hispanic Facebook Users = 13.5MM (150 * 9%).  Based on Facebook’s estimate of diversity amongst its users using Census data.
3. Spanish Dominant US Hispanics = 4.2MM (13.5MM * 31%). Combines Latin Americans and all Spanish favoring Hispanics in the US.
4. English Dominant US Hispanics = 5.9MM (13.5MM * 44%). Includes 2nd and 3rd generation Hispanics and all other English favoring Hispanics.
5. Bilingual US Hispanics = 3.4MM (13.5MM * 25%). The large portion of Hispanics whom are comfortable with either language.

Note: There are differing thoughts on how best to calculate the number of Hispanics on Facebook.  Other notable resources (See AOL Cyberstudy below) would suggest that an appropriate measure may be estimations of the portion of Online-Hispanics that are bilingual or English or Spanish dominant.  These estimates vary from different sources and may be helpful to consider for your campaign.

Thoughts? How do these figures compare with what you would imagined?   What other factors are key when determining the tonality of messaging to the US Hispanic audience?  Please place your thoughts in the Comments below.