Writing the report this podcast episode is based on was such a gratifying experience, both professionally and personally. As the child of Mexican immigrants with a stereotypically large (and dynamic) family, the research I had to conduct for this report was a reminder of how wildly the Latino experience can vary across the United States. Here are some of the contextual insights that I wasn't able to include in the scope of the report: 1. Around 75% of U.S. Latinos say they have a conversational level of Spanish according to Pew, but this high number belies the role it plays in personal identity within the community. There was a time when families stopped teaching Spanish to their children in an effort to assimilate, so there are Latino Americans who have no connection to the language (and have been shamed for it by their Spanish-speaking counterparts). This is more true for families who have been in the US for multiple generations, such as those who already lived in Texas and California prior to annexation, and is another aspect that marketers need to keep in mind when deciding to roll out a campaign targeting a specific generation or location. 2. Family unity is a major theme across the Latin American diaspora, but this pressure also creates a desire within younger generations to protect their individualism. Reflecting the effort to balance these two values may be an avenue to reach the predominantly youthful (but increasingly economically powerful) segment of the population. 3. The report notes that YouTube is one of the top platforms for Latino digital video viewers due to its variety of content, and one of the biggest draws for older generations (and movie buffs like myself) is its housing of films from Mexico's cinematic golden age. These films are nearly impossible to find in physical media or on other mainstream streaming platforms in the US, which is one of the reasons YouTube is a go-to for the Latino Baby Boomers and seniors who grew up watching them. If you're subscribed to EMARKETER Pro+, you can get the full report here: https://lnkd.in/d9HARftD And be sure to listen to the podcast episode Zia links below!
Stats from this week's EMARKETER podcast: 19% of the US population identifies as #Hispanic or #Latino; this group overindexes on social & spends 10% more time with CTV than the average. Here are 8 more: 𝗣𝗼𝗽𝘂𝗹𝗮𝘁𝗶𝗼𝗻 𝘀𝗶𝘇𝗲 1. The US Hispanic population of 63 million would make it the 24th-largest country in the world by population, right behind France. 2. The US has the 5th-biggest Spanish-speaking population in the world; the total figure puts it on par with the population of Spain and ahead of Venezuela. 𝗗𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀 3. 60% of Hispanics are of Mexican origin; the second most common origin is Puerto Rican, followed by Salvadoran, Dominican, Cuban & Guatemalan. 4. 68% of the US Hispanic population is under the age of 44. 5. US-born Hispanics have a median annual household income of $62,000 vs. $55,000 for foreign-born Hispanics. 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿 6. US Hispanics have higher adoption of 7 of the 8 social media platforms that we forecast; the only platform they don't overindex on is Reddit. 7. In comparing the US Hispanic population with the overall one in terms of social adoption, the biggest delta is with WhatsApp. Part of that is fueled by a history of SMS being expensive in Mexico & other Latin American countries. 8. Close to 1/2 of Hispanic consumers’ media use is spent watching CTV compared to just 1/3 for the total population. 𝗪𝗵𝘆 𝗱𝗼 𝘄𝗲 𝘂𝘀𝗲 𝘁𝗵𝗲 𝘁𝗲𝗿𝗺 𝗛𝗶𝘀𝗽𝗮𝗻𝗶𝗰? And finally, why do we use the term Hispanic rather than Latino/a, Latinx or another option? Historically, Hispanic has referred to Spanish speakers or those of Hispanic descent; we use it as an organization because it's the most commonly preferred pan-ethnic term in the US. About 53% of people in the US with origins in Latin America or Spain self-identify as “Hispanic”; further down their list of preferences is “Latino”. Shout out to colleagues Paola Flores-Marquez, Matteo Ceurvels, and Marcus Johnson for the insights above as shared in our weekly 𝗕𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝗡𝘂𝗺𝗯𝗲𝗿𝘀 podcast. The episode touched on findings from a recent report by Pao on 𝗨𝗦 𝗛𝗶𝘀𝗽𝗮𝗻𝗶𝗰 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗠𝗲𝗱𝗶𝗮 𝗛𝗮𝗯𝗶𝘁𝘀 𝟮𝟬𝟮𝟰. Tune in via the link in the comments to hear them talk about data coming from our forecasts, Pew Research Center, Nielsen & more, and to hear some of their takeaways for marketers looking to reach this powerful group of consumers.
