Latino insights.
With the beginning of Hispanic Heritage Month just a few days away, Nielsen shared some key findings from its recent reports. Many of these facts and figures reflect significant changes in the ever-evolving U.S. Hispanic population:

  • Today, 38 percent of Hispanics ages 18-29 are bilingual, an increase of 73 percent over the past decade.
  • Hispanics are generally younger than the average population, providing a unique marketing opportunity. Latino Millennials (aged 21-34) comprise almost 20 percent of U.S. youth. In the past decade, the number of bilingual Millennial speakers has increased 73 percent, outranking English-dominant speakers to become the largest Hispanic subgroup.
  • Language is important when targeting bilingual Hispanic Millennials. When comparing the neurological effectiveness of the identical (or almost identical) advertisements in both languages, Spanish versions consistently performed the same or better than English ones. Of the ads tested, no English ad performed significantly better than the same ad in Spanish.
  • Overall, Spanish-language advertising did a better job connecting with Bi-Llennials across a range of scenarios, particularly when ad content was emotional in nature. Ads featuring social interaction were generally more emotionally engaging and memorable for Bi-Llennials in Spanish than in English.
  • Spanish language advertising also performed better in television promotions. Spanish ads were more emotionally engaging when aired within a Spanish program than were English ads within English programming. Similarly, Bi-Llennials’ emotional involvement decreased during English-language ads regardless of the language.
  • The average Hispanic spends $135 per year on music, far more than the average shopper, who spends $105 annually.
  • Year over year among the younger 18- to 24-year-old group, media consumption has increased four percent overall (two percent among Hispanics, eight percent among Blacks and ten percent for Asians).

For more information on these reports in their entirety, please contact Mia Scott at 646-654-5459 or at mia.scott@nielsen.com

Latino insights.