Staying connected and plugged in is more important than ever. As social distancing continues, how we all connect and spend our time is a vital part of our everyday lives. According to Pew Research, 60.6 million of the American population are Latinx. Latinx makes up about 18% of the population, making them the largest ethnic/racial group in the United States. This makes them a critical demographic when it comes to media marketing. The Latinx population’s median age is 30 (compared to the median age for non-Latinx whites, 44), demonstrating their long-term buying power potential. According to the Multicultural Economy Report from the University of Georgia, in 2019, the U.S. Latinx market reached $1.5 trillion in buying power and is expected to reach $1.9 trillion by 2022.
With 79% of US Latinx revealing that they own a smartphone, they also expressed the need to have a device that can serve multiple purposes. While primarily using their smartphones to stay connected with family and friends, it is also a significant source of entertainment, with sixty-two percent of U.S. Latinx using their mobile phones as a primary source of entertainment. Via Nielsen, 20% of U.S. Latinx agree they’d pay a monthly subscription fee to watch live TV on their cell phone, and 25% would be willing to receive advertisements on their cell phone in exchange for services like live TV.
Within the Latinx community, recommendations are highly respected. Because of this, quality is paramount to the Latinx consumer, who continuously has proven to show interest in the latest technology. Combine this with doing lots of research and comparing reviews and recommendations, this makes Latinx a key audience that should be heard.
In fact, in a Nielsen poll, 59% of Latinx adults say they ask others’ advice when buying technology and electronics, and 57% of those polled saying they typically recommend tech and electronics to the people they know. With 27% of Latinx homes being multigenerational and 49% of all Latinx homes having children ages 18 and under as opposed to 27% in non-Latinx white households (via US Census Bureau 2017), the influence of the younger demographic can not be overlooked. Because of these multigenerational households, the 50+ demographic is often very comfortable with technology. When polled, Latinx 50+ over-index by 36% for agreeing they like to have many electronics and gadgets at their disposal.
Regarding media categories with the highest reach, radio reigns supreme with 43.2 million US-based Latinx tuned in. Each week, AM/FM radio reaches 96% of Latinos in the US, the highest reach of any medium. Latinos listen to the radio an average of about 5.1 days a week, at an average of 13 hours, according to the 2019 Audio Today Nielsen report. In addition to radio, streaming services and YouTube are popular ways to access and share music. There is a difference in how different generations listen to the radio, however. According to Descubrimiento Digital: The Online Lives Of Latinx Consumers, 74% of U.S. Latinos aged 18 to 49 say listening online (via the internet, local, or music service) is their preference, compared to 37% of US Latinos 50 and older.
With the Latinx consumer, authentic representation goes a long way in winning their trust. With the Latinx diaspora being so diverse, it is essential for brands to reflect that when it comes to customer outreach and advertising. Nods to the diverse Latinx culture, as well as Spanish language and bilingual content, have proven to do well with the Latinx consumer across generations. Seeing themselves represented, with a focus on strong cultural roots and familial, community values, are crucial to US Latinx consumers.
