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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com TOTAL AUDIENCE, TOTALLY LATINO
By Adam R Jacobson
“Considering what connecting with media was like five, 10 or 20 years ago, consumers today are pretty lucky,” declares Peter Katsingris, SVP of Audience Insights at Nielsen.
Now, think about it from the marketer’s perspective. Digital and social media growth has opened up a whole new world of connectivity opportunities. And, as has been said many times by CMOs and brand managers over the last several years, multicultural audiences – namely, Hispanics – are smack dab in the middle of this information and entertainment delivery-device revolution.
As Katsingris notes in Nielsen’s Q3 2018 Total Audience Report, today’s media consumer can customize their behavior and fit them perfectly with their needs – conforming to whether they are, and when consumption works best for them.
“While some consumers embrace this personalization, others are keen to be complacent and lean into what they are accustomed to,” Katsingris notes.
It’s a safe bet that Hispanic consumers are far from complacent, and continue to be pacesetters with respect to technology’s embrace. The “content journey” available to Hispanic consumers as of spring 2019 is unlike any previously seen. There’s TV and radio, in both Spanish and English. There are myriad digital choices, and social media platforms tapping in to this content distribution expansion. Print still plays some role, for sure. But it is the online, on-the-go a tu mano, a tu lado access that is driving Hispanic America – and reshaping all U.S. media consumption in the process.
Given the “innumerable choices” at our fingertips, Katsingris believes that marketers looking to capitalize on rich engagement opportunities need to reach consumers “with a like-minded approach to personalization, utilizing marketing strategies that account for this new cross- media world.”
Understanding the Hispanic consumer is integral to this new comprehension of what works for marketers that seek to build brand awareness and sales in the final months of the 2010s.
As Nielsen notes in the Q3 2018 Total Audience Report, overall total media use among U.S. adults remains unchanged year-over-year, at 10.5 hours per day.
That said, increased use of internet-connected devices and app/web smartphone usage is resulting in diminished time spent with other devices. “These shifts are not surprising, as nearly seven out of 10 homes now have a device capable of streaming content, and a similar amount have access to a streaming SVOD service,” Katsingris says.