Marketing to U.S. Hispanics on Facebook: Mobile, Culture and Discovery

By David Cohen 

HispanicWomanBike650With the Hispanic population becoming more and more of a force in the U.S., Facebook tapped media, content and technology research specialists Ipsos MediaCT for a closer look at how U.S. Hispanics communicate and consume media.

Findings by Ipsos MediaCT included:

  • 71 percent of U.S. Hispanics use Facebook to connect with friends and family every day.
  • 48 percent of U.S. Hispanics’ Facebook friends are family members, compared with 36 percent for the overall population.
  • 60 percent of U.S. Hispanics use Facebook Messenger to communicate with friends and family outside of the U.S.
  • 79 percent access the Internet via mobile devices.
  • When compared with the study’s total sample of African Americans, Asian Americans and U.S. Hispanics, the latter spends 27 percent more time per week online via smartphones.
  • 74 percent of U.S. Hispanics use mobile devices while watching television, compared with 66 percent of the overall study group.
  • Video ads capture the interest of 56 percent of U.S. Hispanics, particularly bilingual and Spanish-dominant respondents.
  • News Feed ads capture the interest of 50 percent of U.S. Hispanics.
  • U.S. Hispanic females and bilingual U.S. Hispanics are more inclined to connect with and share content from brands, with 40 percent sharing advertising content.
  • 49 percent of bilingual U.S. Hispanics see Facebook as a place for sharing information about media and brands.
  • 80 percent of U.S. Hispanics prefer ads that incorporate Spanish messaging.

What does this mean for marketers? Facebook provided the following takeaways in a Facebook IQ post:

The marketing opportunity is significant: There are currently 55 million U.S. Hispanics, accounting for 17 percent of the total U.S. population, with $1.2 trillion in purchasing power.

To effectively reach U.S. Hispanics, marketers’ strategies must be culturally relevant plus reflect how a mobile-savvy audience connects with friends, family and brands.

Celebrate culture: U.S. Hispanics use technology to express and connect with what is most important to their lives. Marketers should use imagery that highlights the connectedness of the U.S. Hispanic community through language and content.

Make mobile a priority: Mobile is a constant companion. U.S. Hispanics spend more time online on mobile and do so while watching TV than the total population. Marketers should tailor content with mobile in mind and work to build the brands’ story across screens.

Be at the center of discovery: For U.S. Hispanics, digital is also a place where brands can make an impact. Digital ads capture Hispanics’ attention, especially video and News Feed ads on Facebook. Marketers should bring their brand to life with video to engage this brand-receptive audience.

Readers: Were you surprised by any of Ipsos MediaCT’s findings?