The wealth and resources of the Hispanic population in the United States is growing rapidly; the real median household income is more than fifty thousand dollars and it is increasing at a rate of more than 3 percent a year, which is nearly twice the average growth of all U.S. households. USH is now the most significant minority group for the U.S. economy, accounting for 18% (58 million people) of the overall population. These figures are commonly referenced and this is why more and more agencies and brands are increasing their advertising budgets to reach them.
Let’s dig a little deeper– Hispanics are classified into three broad categories: (1) Hispanic Dominant, or immigrants and first-generation Americans, accounts for 23% of the population, (2) bicultural, or first and second-generation Americans, accounts for 31% of the population, and (3) US Dominant, or second-generation and subsequent generations, accounts for 46% of the population. Keeping this in mind, marketers can now determine how, when, and where they can connect with the USH audience, but most importantly, now they know in which language they should communicate with them to be more culturally relevant and increase their chances of engaging with them. It is important to investigate these classifications.
The Spanish dominant and the bi-cultural groups account for 54% of this population and of that, 83% say they prefer content in Spanish over content in English. This is just the surface of it.
When brands analyze this group by country of origin, they can understand and value other important aspects of their culture.This allows brands to reach them in a more relevant and memorable way. Let’s review the figures by country of origin.
The Mexican diaspora, for example, accounts for 60% (35.8MM) of the USH population, of which only 32% were born outside of the U.S. We can infer that in this group 68% fall in the categories of US dominant and bicultural, so it is better to speak to them in English with some details of their culture.
On the other hand, the Puerto Rican diaspora accounts for 9% (5.4MM) of the USH population and although they are all U.S. citizens, they are predominantly bi-cultural and Spanish dominant. This group is followed by Cubans who account for 3.6% (2.1MM) of the USH population, of which 56% were born outside the U.S. and are considered Spanish dominant or bicultural. Finally, of the Dominican diaspora, which accounts for 3.2% (1.9MM) of the USH population, 54% were born in their country of origin, which is why they are Spanish dominant and bicultural.
Due to their cultural affinity and geographical location, we could see these Spanish-speaking Caribbean countries as one large audience.
In terms of cultural affinity, these three communities share similar tastes in music, food, sports, folklore, and even in the way they speak. They consider themselves brothers and share a strong emotional connection to their country of origin where values and traditions are passed from one generation to another.
Together they account for 9.4MM or 16% of the US Hispanic population, with most of them living in the northeastern states and Florida. 78% of them live on the east coast of the U.S., accounting for the largest population of Hispanics in the region.
Brands can reach these groups in a very effective and culturally relevant manner through digital channels such as “Listin Diario” (listindiario.com), a brand that has been in the hearts of Dominicans for more than 130 years, “El Nuevo Día” (endi.com), a brand in Puerto Rico that has been a primary source of information for Puerto Rican families for almost 50 years, or “El Periodico Cubano” which serves as a bridge between Miami and Havana. These channels raise the level of interest of these audiences for the brands that strive to be there. Combine this with more specific contexts that address their interest in sports, entertainment, politics, and news and it’s definitely a winning formula.
To reach the hearts of these Hispanics, a brand must speak to them in their main language or highlight relevant aspects of their culture, consider emblematic cultural assets, and develop a narrative that highlights them. It is also important to be aligned to the context; they are interested in what happens in their country of origin and are actively seeking information about what’s breaking there because, besides the love for their country, most of them still have family living in PR, DR or Cuba. This type of information and news is not being covered by local USH media.
This void is the foundation on which DIGO Hispanic Media was built on– to give brands the opportunity to connect with a segment that has been neglected or treated as other USH in contexts that are not relevant to them. We have a potential reach of over 4MM US Hispanics, consisting mostly of Puerto Ricans, Dominicans, and Cubans, which means we have a penetration of 80% of the population of Hispanic dominant and bicultural between these nationalities.
DIGO Hispanic Media was created by an alliance between the largest media groups in the Caribbean region, GFR Media of Puerto Rico, and Corripio Media Group of the Dominican Republic. Leveraging our leadership and partnerships in LATAM, we also provide access to other US Hispanic Groups by representing other important publishing groups in Latin America, also leaders in their markets. We provide our clients with an extended reach and more targeted solutions of other Hispanic segments. We are focused on delivering the best Hispanic audience by integrating the most robust technologies available to satisfy the connection needs of our advertisers, only through premium sites, with reliable, brand-safe, and culturally relevant content.
Statistical sources: pewresearch.org