New Study Shows U.S. Hispanics Favor English Content and Brands that Reference Culture

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H Code Intelligence Center Provides Insight for Brands Targeting the Influential Hispanic Audience

H Code, the only advertising entity reaching the U.S. Hispanic market at scale digitally, today released its 2020 Digital Fact Pack, showcasing new research conducted by H Code’s Intelligence Center to understand the preferences and habits of Hispanic consumers in the U.S. when it comes to digital media. Findings explore the shift in content consumption among U.S. Hispanics, who now prefer digital and social channels to traditional mediums. Surveying more than 1,000 English and Spanish-speaking Hispanic respondents in the United States, the study also highlights the adoption of smart technology, device and language preferences, sentiments around brand advertising, and the importance of culture and authentic connections with this powerful audience.

“H Code’s Digital Fact Pack reinforces our knowledge that brands can no longer ignore the rapidly-growing U.S. Hispanic market. With a $2.3 trillion GDP and accounting for half of the country’s population growth over the past two decades, this demographic is a crucial target for brands trying to increase their ROI,” said Parker Morse, CEO and Founder of H Code. “Our research shows that Hispanics are paying close attention to brands and those that make an effort to represent them gain their loyalty.”

Despite their massive influence, brands dedicate only 4.2 percent of advertising budgets to this audience. And Hispanics are taking note: 78 percent don’t think brands target them enough and believe it’s time brands recognize the power of the Hispanic community. If brands commit to prioritizing this audience, they will be rewarded with increased brand loyalty, affinity, and customer lifetime value: In fact, 75 percent of Hispanics say they are more likely to think favorably of a brand or purchase their products if they make an effort to include elements of their culture and 80 percent stay loyal to a brand once they find one they like. As a result, insight into this audience will be an incredible resource for brands looking to inform their campaigns and influence this consumer market.

100% Hispanic and 100% American
Culture is a significant part of the Hispanic market in the U.S. and is driven by the varying heritages and backgrounds that make up this highly diverse audience. The majority (84%) of respondents say their culture is a mixture of American and Hispanic culture. Brands must understand that this audience has interests, values, traditions, and preferences that blend two worlds. Understanding their nuances is key for any brand looking to successfully reach them.

  • 72% are more likely to connect with an ad that shows their culture
  • 69% believe there should be more ads specifically made to resonate with the Hispanic community

Spanish over English? Try Both
When it comes to language, the Hispanic market shatters stereotypes, meaning that marketing to Spanish-dominant audiences is an outdated practice. The majority of this diverse, engaged audience either prefers English-language content or consumes bilingual content across mediums and platforms: 66 percent take notice of bilingual advertising campaigns because they reflect their own experience and 71 percent don’t have a preference to the language of digital ads, so long as they match the language of the surrounding content.

  • Language preference watching TV or movies:

○ 53% watch in English
○ 30% watch in both English and Spanish
○ 17% watch in Spanish

  • Language preference listening to music:

○ 41% listen to English and Spanish
○ 40% listen in English
○ 19% listen in Spanish
Family Over Followers
64 percent of Hispanics say they use social media to stay connected with friends and family, emphasizing the importance of emotional connections, family, and social communities to this audience. The two most popular social media platforms among U.S. Hispanics are Facebook (78%) and YouTube (71%), followed by:

  • 65% Instagram
  • 43% Snapchat
  • 41% WhatsApp
  • 36% Pinterest
  • 34% Twitter

H Code’s Digital Fact Pack showcases the immense opportunity available to brands that target the Hispanic market. Digital will be at the forefront of Hispanic advertising, and insight-driven campaigns strategically tailored will resonate most and ensure success. To learn more, visit hcode.news/2020-Fact-Pack.

Methodology
The 2020 Digital Fact Pack was produced by H Code and uses data collected from the H Code Intelligence Center’s Hispanic Digital Consumption Survey, which ran during Q4 2019. The survey had 1,069 Hispanic respondents, both English- and Spanish-speaking, and is representative of all main geographical areas of the United States.

About H Code
Founded in 2015, H Code is the leading media entity reaching U.S. Hispanic consumers at scale digitally. The company was formed to better connect brands and advertisers with U.S. Hispanics online across all channels. It reaches this niche audience through digital and integrated campaigns that bring together targetable data, exclusive inventory, impactful creative, branded content, and more. Through H Code, brands can more effectively reach and influence Hispanics than with any other partner in the Hispanic market. Key clients include Disney Theatrical, Toyota, General Mills, Target, Walmart, Delta Air Lines, Chase, Kaiser Permanente, Clorox, Sprint, and USPS.

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Nikki Neumann
Dotted Line Communications for H Code
+1 909.727.3669
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