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Hispanics' Attitudes Toward Advertising - US - April 2019

Covered in this report

This report investigates Hispanics’ attitudes toward advertising, including where they recall seeing ads and which channels are most relevant, likes and dislikes, ad claims that would encourage purchase, as well as viewing behaviors, trust in advertising, and cultural nuances.

Findings in this report can be supplemented by analysis presented in other Mintel reports, including: Hispanics and Social Media – US, May 2018; Hispanics’ Content Consumption and Sharing – US, February 2018; and Marketing to Hispanic Millennials – US, June 2018.

"The fast-growing US Hispanic population has reached 59.9 million and counting, or just over 18% of US consumers. With this group expected to increase significantly in both number and buying power in the years to come, it’s a critical audience for marketers to reach. Still, like the average consumer, Hispanics are bombarded with ads on many fronts. Relevance and honest creativity can enable brands to connect with them."
- Juan Ruiz, Director of Hispanic Insights

This report looks at the following areas:

  • People are bombarded with ads; Hispanics are no exception
  • Digital is eroding patience

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Table of contents

  1. Overview

    • What you need to know
      • Scope
      • Executive Summary

        • Overview
          • Figure 1: Hispanics’ advertising attitudinal segments, February 2019
        • The issues
          • People are bombarded with ads; Hispanics are no exception
            • Figure 2: Past 7-day ad recall sources, February 2019
          • Digital is eroding patience
            • Figure 3: Incidence of skipping ads when watching online videos, by level of acculturation, February 2019
          • The opportunities
            • TV, social networks, and all of the above
              • Figure 4: Relevant ad sources (ranked against sources of ad recall), February 2019
            • Surprise me
              • Figure 5: Ad likes and dislikes, February 2019
            • Use claims as part of a broader story
              • Figure 6: Ad claims that would encourage purchase, indexed to all, [Hispanic] February 2019 and [All] April 2018
            • Leverage Hispanics’ social nature
              • Figure 7: Attitudes – Family and friends influence – Any agree, February 2019
            • What it means
            • The Market – What You Need to Know

              • Significant spending on Hispanic advertising
                • Four segments of Hispanics with different attitudes toward advertising
                  • A fast-growing and diverse group
                    • Younger and with children
                      • They are gravitating toward bilingualism and biculturalism
                        • Hispanics embrace communications technology
                        • Advertising – Market Breakdown

                          • Major ad investment in Hispanic media
                            • Figure 8: Hispanic major media ad spend, 2017
                        • Advertising Attitudinal Segments

                          • Four segments of Hispanics approach advertising differently
                              • Figure 9: Hispanics’ advertising attitudinal segments, February 2019
                            • Attention Payers (20%)
                              • Figure 10: Profile of Hispanic Attention Payers, February 2019
                            • Independent Deciders (26%)
                              • Figure 11: Profile of Hispanic Independent Deciders, February 2019
                            • Impressionable Doubters (35%)
                              • Figure 12: Profile of Hispanic Impressionable Doubters, February 2019
                            • Diligent Searchers (19%)
                              • Figure 13: Profile of Hispanic Diligent Searchers, November 2018
                          • Market Factors

                            • A fast-growing and young population
                              • Figure 14: Total US and Hispanic population (2018, 2030, 2060) and growth (2018-60)
                            • Hispanics overindex for being younger than 44
                              • Figure 15: Hispanic share of total US population, by age, 2018
                            • Larger households mean understanding family dynamics is important
                              • Figure 16: Average number of people per household, by race and Hispanic origin, 2017
                              • Figure 17: Households with related children, by race and Hispanic origin of householder, 2017
                            • Despite increasing buying power, Hispanics’ household income still below national median
                              • Figure 18: Median household income, by race and Hispanic origin of householder, 2017
                              • Figure 19: Household income distribution, by race and Hispanic origin of householder, 2017
                            • Country of origin can have an impact on preferences
                              • Figure 20: US Hispanic profile by national origin – Share, age, foreign born, citizen, language, 2015
                            • Half of US Hispanics are bilingual
                              • Figure 21: Language Hispanics speak in the home, October 2017-November 2018
                            • Hispanics are gravitating toward biculturalism
                              • Figure 22: Age and urban area, by acculturation level, February 2019
                          • Market Perspective

                            • Hispanics are online
                              • Figure 23: Hispanic internet use, by spoken language preference, July 2017-August 2018
                            • Hispanics’ social media usage follows a similar pattern
                              • Figure 24: Hispanics’ social media use, by spoken language preference, July 2017-August 2018
                            • Mobile matters
                              • Figure 25: Mobile device ownership, total US [May 2018] and Hispanics [January 2019]
                            • Open to advertising
                              • Figure 26: Hispanic attitudes toward advertising, indexed to all, October 2017-November 2018
                          • Key Trends – What You Need to Know

                            • Get off to the right start
                              • Use both languages
                                • Make the most of multichannel
                                • Food for Thought

                                  • Include Hispanics in the creation process
                                    • Hispanic celebrities can help reach young and diverse audiences
                                      • Figure 27: Lin-Manuel Miranda/American Express TV commercial, August 2018
                                    • Bilingual ads can stand out
                                      • Figure 28: Susana and Randy/Verizon TV commercial, February 2019
                                    • Multichannel offers plenty of room for creativity
                                        • Figure 29: Jenny Lorenzo/TurboTax #TaxMitos video, March 2019
                                      • Beware of cultural appropriation
                                      • The Consumer – What You Need to Know

                                        • Hispanics recall ads from a variety of channels
                                          • Keep it fun and entertaining
                                            • Ad skipping persists
                                              • A family affair
                                              • Ad Channel Recall

                                                • Hispanics recall advertising through a variety of channels
                                                  • Figure 30: Past 7-day ad recall sources, February 2019
                                                • Hispanics can be reached at many fronts
                                                  • Figure 31: Count of channels where ads were seen in past 7 days, February 2019
                                                  • Figure 32: Count of channels where ads were seen in past 7 days, by language spoken at home and household income, February 2019
                                                • Channel recall rate shows generational differences
                                                  • Figure 33: Past 7-day ad recall sources, by age, February 2019
                                                • Spanish-dominant Hispanics recall ads on social networks
                                                  • Figure 34: Past 7-day ad recall on social networks and radio, by language spoken at home, February 2019
                                                • Country of origin influences radio selection
                                                  • Figure 35: Types of music Hispanics like the most, by country of origin, October 2017-November 2018
                                              • Ad Sources Perceived as Relevant

                                                • Hispanics recommend social media and TV ads
                                                    • Figure 36: Relevant ad sources (ranked against sources of ad recall), February 2019
                                                  • Social networks and TV allow brands to cast the widest net
                                                    • Figure 37: TURF Analysis (chart) – Relevant ad sources, February 2019
                                                    • Figure 38: TURF Analysis (table) – Relevant ad sources, February 2019
                                                  • Younger Hispanic women more likely to recommend social networks
                                                    • Figure 39: Relevant ad sources, by gender and age, February 2019
                                                  • Is TV less effective for bicultural Hispanics?
                                                    • Figure 40: Relevant ad sources – Select items, by level of acculturation, February 2019
                                                • Ad Likes and Dislikes

                                                  • Hispanics authorize marketers to create
                                                      • Figure 41: Ad likes and dislikes, February 2019
                                                    • Do Hispanics want more diversity in ads?
                                                      • Figure 42: Ad likes and dislikes, by language spoken at home, February 2019
                                                  • Ad Claims That Would Encourage Purchase

                                                    • Claims need to naturally fit in the story brands want to tell
                                                      • Figure 43: Ad claims that would encourage purchase, indexed to all, [Hispanic] February 2019 and [All] April 2018
                                                    • Tangibility and affordability is key to the success of corporate social responsibility claims
                                                      • Figure 44: Ad claims, by household income, February 2019
                                                      • Figure 45: Ad claims, by acculturation level, February 2019
                                                  • Ad Viewing Behaviors

                                                    • Digital is shrinking the window of opportunity to connect
                                                      • Digital requires strong creatives
                                                        • Figure 46: Ad viewing behaviors, February 2019
                                                      • Household income drives up engagement for Spanish-dominant and bilingual Hispanics
                                                        • Figure 47: Ad viewing behaviors, by language spoken at home and household income, February 2019
                                                    • Attitudes toward Advertising

                                                      • The social aspect
                                                        • Hispanics don’t keep brand experiences (good or bad) to themselves
                                                          • Family and friends help shape Hispanics as consumers
                                                            • Figure 48: Attitudes – Family and friends influence – Any agree, February 2019
                                                            • Figure 49: Attitudes – Family and friends influence – Any agree, by age, February 2019
                                                            • Figure 50: Attitudes – Family and friends influence – Any agree, by level of acculturation, February 2019
                                                          • Veracity and trust
                                                            • Trust needs to be nurtured and protected
                                                              • Figure 51: Attitudes – Trust and ad appeal – Any agree, February 2019
                                                              • Figure 52: Attitudes – Trust and ad appeal – Any agree, by level of acculturation, February 2019
                                                            • Brand values
                                                              • Advertising can change brand perception, but not in isolation
                                                                • Figure 53: Attitudes – Social media and brand values – Any agree, February 2019
                                                                • Figure 54: Attitudes – Social media and brand values – Any agree, by age, February 2019
                                                                • Figure 55: Attitudes – Social media and brand values – Any agree, by level of acculturation, February 2019
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Market data
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • A note about acculturation
                                                                        • Appendix – The Consumer

                                                                          • TURF Methodology
                                                                            • Internet advertising
                                                                              • Figure 56: Internet advertising influence on Hispanic purchases, by age, indexed to all, October 2017-November 2018
                                                                              • Figure 57: Internet advertising influence on Hispanic purchases, by household income, October 2017-November 2018
                                                                              • Figure 58: Internet advertising influence on Hispanic purchases, by language spoken at home, October 2017-November 2018

                                                                          Hispanics' Attitudes Toward Advertising - US - April 2019

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