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Hispanics' Attitudes Toward Advertising - US - November 2016

"Hispanics consume media content using a variety of devices. They expect advertising to be entertaining, as they prefer ads that are engaging and tell a story. This creates a challenge for advertisers, as they may have more success resonating with Hispanics if they can fit their narratives into that context. In any situation, advertisers seem to have a very small window of opportunity to engage Hispanics and make a case for their brands. "
- Juan Ruiz, Director of Hispanic Insights

This Report discusses the following key topics:

  • Hispanics see online ads as disruptive
  • If ads are not relevant, they become a liability 
  • Recommendations trump advertisements

This Report explains Hispanics’ attitudes toward advertising, including perception of different types of advertising, what Hispanics like in ads, the impact advertising can have in their perception of brands, their trust in advertising, as well as the importance of relevance, language, and cultural nuances.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Hispanics see online ads as disruptive
            • Figure 1: Correspondence analysis – Hispanics' perceptions of different types of ads, July 2016
          • If ads are not relevant, they become a liability
            • Figure 2: Likelihood of interesting ads prompting additional searches, July 2016
          • Recommendations trump advertisements
            • Figure 3: Hispanics’ perception of the impact of advertising, July 2016
          • The opportunities
            • Hispanics more open to advertising
              • Figure 4: Hispanics’ attitudes toward advertising, index to all, April 2015-June 2016
            • It’s all about context
              • Figure 5: Hispanics’ perception of advertising as content, July 2016
            • Hispanics feel they know what they want
              • Figure 6: Hispanics’ perception of advertising in regards to brands, July 2016
            • What it means
            • The Market – What You Need to Know

              • Hispanics tend to live in larger and value-oriented households
                • The Hispanic internet use gap is no more
                  • Hispanics’ lives gravitate around content
                    • Hispanics gravitate toward biculturalism
                    • Market Factors

                      • Larger household sizes – Reaching more by reaching one
                        • Figure 7: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                      • The Hispanic market is young
                        • Figure 8: Population by Hispanic origin and generation share, 2016
                      • Hispanics more restricted financially
                        • Median household income for Hispanics significantly below national median
                          • Figure 9: Median household income, by race and Hispanic origin of householder, 2014
                          • Figure 10: Household income distribution, by race and Hispanic origin of householder, 2014
                        • Improving labor market for Hispanics can give Hispanics confidence to try new products
                          • Figure 11: Hispanic unemployment (seasonally adjusted), January 2007-August 2016
                      • Market Perspective

                        • Hispanics are online
                          • Figure 12: Internet usage, by Hispanic origin and language spoken at home, February 2010-March 2011 and February 2015-March 2016
                        • Hispanics can’t imagine a life without content
                          • Hispanics gravitate toward biculturalism
                            • Gracias, internet!
                              • Birds of feather flock together
                                • Bilingualism and the media
                                  • Figure 13: Language Hispanics prefer for speaking and consuming media, April 2015-June 2016
                              • What’s Happening? – What You Need to Know

                                • Marketing strategies call for insights
                                  • Lifestyles and attitudinal segmentations help paint a picture
                                    • Stereotypes can cloud the message
                                      • The cost of getting attention
                                        • Embracing the American and Hispanic cultures
                                        • What’s Happening?

                                          • The need for insights is stronger than ever before
                                            • The need for segmenting the market
                                              • The need to avoid stereotypes
                                                • Finding ways to get attention
                                                  • The need to embrace
                                                    • Figure 14: Jarritos “The Journey” ad (English), October, 2016
                                                    • Figure 15: Tecate “#TecateBeerWall” ad, September, 2016
                                                • The Consumer – What You Need to Know

                                                  • Spanish-dominant Hispanics more receptive toward advertising
                                                    • Hispanics make clear distinctions between different types of ads
                                                      • Hispanics want to be entertained
                                                        • Ads can leverage recommendations
                                                          • Relevance is key to prompt curiosity
                                                            • Targeting is important when determining language to use
                                                              • Moderate cultural tension in ads
                                                              • General Attitudes toward Advertising

                                                                • Hispanics are more positive about advertising…
                                                                  • …which is driven by Spanish-dominant Hispanics
                                                                    • Figure 16: Hispanics’ attitudes toward advertising, index to all, April 2015-June 2016
                                                                    • Figure 17: Hispanics’ attitudes toward advertising, by language spoken at home, April 2015-June 2016
                                                                • Perceptions of Types of Advertising

                                                                    • Unexpected disruption is not welcomed
                                                                      • Figure 18: Correspondence Analysis – Hispanics' perceptions of different types of ads, July 2016
                                                                      • Figure 19: Hispanics' perceptions of different types of ads, July 2016
                                                                  • What Hispanics Like About Ads

                                                                      • Hispanics rather see something entertaining
                                                                        • Figure 20: Attributes Hispanics consider make a good ad, July 2016
                                                                      • Younger Hispanic men are more impressionable
                                                                          • Figure 21: Attributes Hispanics consider make a good ad, by gender and age, July 2016
                                                                        • Unacculturated Hispanics more likely to look beyond the fun factor
                                                                          • Figure 22: Attributes Hispanics consider make a good ad, by level of acculturation, July 2016
                                                                        • Ads should be entertaining
                                                                          • Figure 23: Hispanics’ perception of advertising as content, July 2016
                                                                        • Seeing themselves reflected more important for unacculturated and bicultural Hispanics
                                                                          • Figure 24: Hispanics’ perception of advertising as content, by level of acculturation, July 2016
                                                                      • The Impact of Advertising

                                                                          • Ads can reinforce recommendations
                                                                            • Figure 25: Hispanics’ perception of the impact of advertising, July 2016
                                                                          • Recommendations have less weight as Hispanics get older
                                                                            • Figure 26: Hispanics’ perception of the impact of advertising, by age, July 2016
                                                                          • Hispanics feel ads help improve brand perception
                                                                            • Figure 27: Hispanics’ perception of advertising in regards to brands, July 2016
                                                                          • Younger Hispanics more likely to see a positive ad-brand correlation
                                                                            • Figure 28: Hispanics’ perception of advertising in regards to brands – Part I, by age, July 2016
                                                                            • Figure 29: Hispanics’ perception of advertising in regards to brands – Part I, by age, July 2016
                                                                        • Hispanics’ Trust in Advertising

                                                                            • Hispanics take claims with a grain of salt
                                                                              • Figure 30: Hispanics’ perception of claims’ credibility in ads, July 2016
                                                                            • Acculturated Hispanics more skeptical about claims
                                                                              • Figure 31: Hispanics’ perception of claims’ credibility in ads, by level of acculturation, July 2016
                                                                            • A note about claims and the FTC
                                                                              • Hispanics feel ads skew toward exaggerating
                                                                                • Figure 32: Hispanics’ perception of exaggerated reality in ads, July 2016
                                                                              • Hispanics are more critical as they become more acculturated
                                                                                • Figure 33: Hispanics’ perception of exaggerated reality in ads, by level of acculturation, July 2016
                                                                            • The Importance of Relevance

                                                                                • Interesting ads can prompt Hispanics to look for more information
                                                                                  • Figure 34: Likelihood of interesting ads prompting additional searches, July 2016
                                                                                • Less-acculturated Hispanics more open to find out more
                                                                                  • Figure 35: Likelihood of interesting ads prompting additional searches, by level of acculturation, July 2016
                                                                                • Peace of mind encourages curiosity
                                                                                  • Figure 36: Likelihood of interesting ads prompting additional searches, by level of employment, July 2016
                                                                                • Hispanics pay attention to ads of the brands they like
                                                                                  • Figure 37: Hispanics’ perception of quality of advertising of brands they like, July 2016
                                                                                • Less-acculturated Hispanics more attached to brands they like
                                                                                  • Figure 38: Hispanics’ perception of quality of advertising of brands they like, by level of acculturation, July 2016
                                                                              • The Importance of Language

                                                                                  • Hispanics open to ads in both languages
                                                                                    • Figure 39: Language preference in ads, July 2016
                                                                                  • English gaining relevance at the extremes
                                                                                    • Figure 40: Language preference in ads, by age, July 2016
                                                                                  • Clear differences by language preferences
                                                                                    • Figure 41: Language preference in ads, by language spoken at home, July 2016
                                                                                  • The benefits of using Spanish
                                                                                      • Figure 42: Hispanics’ attitudes toward language and the media, by language spoken at home, February 2015-March 2016
                                                                                  • The Importance of Cultural Nuances

                                                                                      • Hispanics don’t feel cultural tension in the ads they watch
                                                                                        • There are stereotypes, but they are not the norm
                                                                                          • Figure 43: Importance of cultural nuances in advertising, July 2016
                                                                                        • Acculturated Hispanics more disconnected from ads
                                                                                          • Figure 44: Importance of cultural nuances in advertising, by level of acculturation, July 2016
                                                                                      • Attitudes toward Mobile/Online Ads

                                                                                          • Online ads have a short window to make an impact
                                                                                            • Figure 45: Hispanics’ attitudes toward content, July 2016
                                                                                          • Willingness to share information with advertisers
                                                                                            • Younger Hispanics more open to share
                                                                                              • Figure 46: Hispanics’ willingness to share information with advertisers, by age, July 2016
                                                                                            • The value of personalization
                                                                                                • Figure 47: Hispanics’ interest in personalization ads and coupons, by age, July 2016
                                                                                              • The issue of disruption
                                                                                                • Figure 48: Hispanics’ attitudes toward disruption, by level of acculturation, July 2016
                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                              • Data sources
                                                                                                • Consumer survey data
                                                                                                  • Terms
                                                                                                    • A note on acculturation
                                                                                                    • Appendix – Demographics

                                                                                                      • Population by race and Hispanic origin
                                                                                                        • Figure 49: Population by race and Hispanic origin, 2011-21
                                                                                                    • Appendix – Consumer

                                                                                                      • Language and the media
                                                                                                        • Figure 50: Language preference among Hispanics – Books, magazines, or newspapers, by age, April 2015-June 2016
                                                                                                        • Figure 51: Language preference among Hispanics – Television, by age, April 2015-June 2016
                                                                                                        • Figure 52: Language preference among Hispanics – Radio, by age, April 2015-June 2016
                                                                                                        • Figure 53: Language preference among Hispanics – Websites, by age, April 2015-June 2016

                                                                                                    Hispanics' Attitudes Toward Advertising - US - November 2016

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