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Those who identify as Hispanic, Latino or Latinx make up the largest minority group in the United States. According to the Pew Research Center, the Hispanic population growth increased by 70% between 2000 and 2019, reaching over 60 million people in the country.

By 2045, the Brookings Institute reports the U.S. is expected to be “minority White,” making the Hispanic population even more of a critical audience in marketing and advertising messages. 

In honor of National Hispanic Heritage Month from September 15 to October 15, here’s a look at what defines the Latinx market to inform brands on how to approach it.

What does the Hispanic market look like?

With origins from more than a dozen countries worldwide, the Hispanic population is incredibly diverse, each with its own defining characteristics and nuances. There’s also a significant influence of “American” culture on U.S. Hispanic populations.

My Code Intelligence Center’s 2022 Hispanic Consumer Fact Pack surfaces some trends brands can focus on with this audience.

  • Hispanic purchasing power will continue to grow: U.S. Hispanic purchasing power is projected to increase at a faster rate between 2020 to 2025: USH +33% vs. +24% among the total U.S. population.
  • The Hispanic population is on the younger side: The Hispanic population has a median age of 30 vs. 39 among the total U.S. population, making this group the youngest ethnic or racial group in the country.
  • The Hispanic population does not feel understood: Only 4-in-10 Hispanic adults feel brands and companies understand them very well.

No matter what their age or country of origin is, Hispanic consumers prioritize their values when they’re shopping. Intelligence Center’s 2022 Hispanic Consumer Fact Pack shows that nearly three-quarters (74%) of respondents are more likely to support brands that align with causes they care about or their community. The study further reveals that 42% feel it is important to see brand advertising that illustrates a clear stance on social issues they care about. 

How Hispanic consumers view brands

Hispanic audiences want to feel like brands understand them. The 2022 Hispanic Consumer Fact Pack found that Hispanic adults, on average, are 24% more likely to consider buying products that they see in culturally relevant ads. Data from My Code’s Intelligence Center also reveal that Hispanic consumers do not feel that brands understand them very well.

In some cases, brands’ lack of understanding translates to outright offensiveness. Our 2022 Fact Pack shows that 64% of Hispanic consumers feel it is important for advertising to feature Hispanic people in ways that break racial stereotypes.

How brands can reach Hispanic consumers on social media

Like all demographics, the majority of Hispanic adults use some form of social media, with 8-in-10 using it daily. The 2022 Hispanic Consumer Fact Pack found that 63% of Hispanic adults use social media to connect with friends and family, but personal use and video consumption are major draws

The US Digital Trust Survey also reveals that Hispanic social media users are the most likely to use TikTok, at 48%. Forrester’s research shows TikTok was the most popular social platform among Gen Z users in 2021, surpassing Instagram and Snapchat usage. Brands that use influencer marketing must ensure their messaging aligns with the product and provides value to the user.

Additional marketing channels brands can use to reach Hispanic consumers

Intelligence Center’s 2022 Hispanic Consumer Fact Pack found that Hispanic adults are increasingly connected to the Internet: 97% use the Internet daily and over 40% say they are spending significantly more time online compared to a year ago. The study also determined that Hispanic consumers are accessing the Internet through a variety of devices: 

  • Smartphones – 96%
  • Desktop/laptop computers – 88%
  • Smart TVs – 59%
  • Tablets – 55% 
  • Video game consoles – 41%
  • Smart speakers or screens – 25%

The diversity of Internet access touchpoints, including the penetration of voice-controlled interactions, reveals the need to have comprehensive digital advertising strategies in addition to the constant need to evolve with the market. 

For brands looking for ways to reach Hispanic audiences beyond traditional advertising methods like billboards or online advertising channels, it’s worth exploring in-game brand partnerships and streaming music ads. We found that nearly 3-in-4 Hispanic adults play video games at least once a month and 3-in-4 listen to music on their smartphones.

Lead with authenticity to connect with the Hispanic market

Hispanic consumers today possess tremendous purchasing power that is only expected to increase in the next decade and beyond. This shopping demographic is incredibly savvy about brands they purchase from. Advertisers must present themselves as authentic and relatable to connect with this audience.

To learn more about this increasingly diverse market, view research and resources on the Hispanic population in the U.S available from My Code’s Intelligence Center.