Page 17 - HMO 2019-edit

HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
“Often still living at home, they are also influencing their parents’ spending, just as their parents influence them,” Cognizant concludes. “In particular, social media continues to be a strong driver of purchase decisions.”
What’s the advice for marketers? “Experiment with platforms that make it easier and more useful for customers to create their own content and access content generated by others,” it says.
Advertising 101: Know Your Audience
· 38% of Gen Z prefer online ads related to their browsing history or entertainment preferences rather than randomly shown advertisements.
· 32% are not concerned that companies will use their personal online data in a way that could harm them.
· 66% of Gen Z sees advertising as an interruption
However, Gen Z understands that advertising is the cost of free access to valuable resources like social platforms.
What is the takeaway Cognizant has to share? “Gen Z is more likely to respond to a company that shows they understand their generation by strategically offering ads based on their online interests and activities,” it says.
Cognizant Consulting VP of Communications and Media Shameka Young said, “Gen Z is our first generation of truly digital natives, and, as a result, they put Internet access almost on par with the air they breathe and love to control their content. They will define what’s next when it comes to interaction, communication, entertainment, and commerce – it’s crucial that global businesses come to understand their unique preferences and attitudes today as their collective purchasing power and influence will only grow in the years to come.”
LATINO CINEMA-GOERS: THE BIG OVER-INDEXING CONSUMER
Do broadcast and cable media have an opportunity to drive box office growth through the advertising of new movie releases via
Spanish-language and Hispanic-targeted
media? New research says yes. According to
MRI-Simmons and E-Poll, Hispanic moviegoers aged 18 and up are 36% more likely to see at least one movie a month. Furthermore, 41% of Hispanic moviegoers attend one movie a month or more, compared to 30% of all U.S. moviegoers.
More at HispanicMarketOverview.com