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Hispanics Attitudes Toward Advertising - US - November 2016

Published By :

Mintel

Published Date : Nov 2016

Category :

Advertising and Marketing

No. of Pages : N/A

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. 

Table of Contents

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

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