Not surprisingly, mobile video is emerging as the best way to reach consumers of diverse cultural backgrounds. New research from Yahoo, for instance, finds that among Spanish-dominant respondents (those who prefer to speak Spanish over English), 94% now use their mobile devices to watch video at least once a week.
While that share drops to 84% among English-dominant respondents, it’s still pretty impressive.
Further, 72% like to watch online video from multiple devices, which demonstrating a clear opportunity for marketers to leverage this format.
More broadly, third-generation Hispanics have specific opinions when it comes to the advertising that reaches them. So marketers should understand the difference between “Hispandering” and offering a true reflection of cultural realities, Yahoo suggests.
Of note, 54% of third-generation Hispanics actively seek out and/or enjoy online content tailored to them as Hispanics/Latinos.
What’s more, 65% feel there should be more ads in English that speak specifically to Hispanics, while 53% welcome advertising targeted specifically to them.
Of course, marketers and content producers have every incentive to more effectively reach this demographic. Indeed, at more than 17% of the population, Hispanics represent the largest ethnicity in the U.S., and they are expected to represent 29% of the population by 2060.
As such, Hispanics are quickly becoming one of the most coveted consumer groups, with an annual buying power expected to reach $1.7 trillion by 2019.