Myth: “U.S. Hispanics are not digital users.”
Contrary to popular belief, Hispanic Americans are not late adopters of technology. For them, technology is an ally, especially to stay in touch with their families, stay up to date with news from their home countries, and connect with their culture. A lot of clients think traditional campaigns are not only the best way to go, but the only one. When you look at stats, you can easily see that the more you overlook digital, the more opportunities you will miss, especially with this market.
Traditionally, brands have marketing to Hispanics through advertising on Hispanic television networks such as Telemundo and Univision. Nowadays, Hispanics watch YouTube more than any other TV network and at higher rates than the rest of the population.
Google and Nielsen found that 59% of Hispanic online video viewers first use their smartphones to watch online videos. YouTube users search for content relevant to them and videos of people like them to find the information they need to answer their questions about products or brands.
However, the preference for online content vs. TV content is far more common in younger Hispanics. So, keeping a traditional TV advertising campaign is still essential to target older Hispanic Adults or first-generation Hispanics. Once again, it all depends on who’s your target.