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Connecting Brands with the Multicultural Audience

Use the Spanish Language to Reach the Hispanic Soul

Isabel Rafferty, Founder and CEO, Mobvious. 

The celebration of Hispanic Heritage Month in the U.S. provides an opportune moment to reflect on the many ways that this community’s traditions and customs have shaped the nation’s personality. By the year 2020 there will be an estimated 40 million Spanish speakers in the U.S.

Reaching that large market is fun but challenging, There are many differences among U.S. Hispanics, and understanding those distinctions will make all the difference. Many were born here in the U.S., but many others, like myself, come from Latin America. Some speak only English, others are bilingual, and many speak only Spanish. This is why companies need a deep knowledge of the entire Hispanic market rather than just one or two niches.

If you’re looking to generalize, though, there is one area of commonality: U.S. Hispanic consumers love our smartphones. U.S. Hispanics use their mobile devices 762 minutes a month, compared to 510 minutes used by the general population. So when companies want to reach this audience, many turn to mobile advertising.

Brands should also be aware that 25% of millennials, the largest generation in the U.S., are Hispanic. 77% of Hispanic millennials are very receptive to advertising on their smartphones, a rate much higher than that of the general public.

Many U.S. companies wonder which language they should use in targeting Hispanic consumers. There is no hard-and-fast rule, of course., Bilingual Latinos consume content in both languages. That said, it’s worth remembering that 75% of us speak Spanish at home.

When I’m searching for football scores, an American sport that many of us have come to love, I use English. But when I Google a Latin recipe, I use Spanish.

The Spanish language touches the Latino heart. So if you want to influence consumers to buy your products, why not use their language?

Isabel Rafferty Zavala, Mobvious, CEO and Founder will participate at the #NewYorkSummit speaking about innovation to reach U.S. Hispanic Audience.  More info and registration here: http://bit.ly/nysummits

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