A recent survey conducted by Yankelovich indicates an increasing sense of ethnic identity among Hispanics, with 71% of respondents saying they feel more in touch with their roots today than five years ago.

The findings imply that in order to appeal to Hispanic consumers, advertisers must demonstrate an understanding of Hispanic culture.

The studies also indicate that once a brand has gained the Hispanic consumer's confidence, they are likely to hold it. A full 58% of Hispanics cited purchasing an unfamiliar brand as “risky.”

This also has implications for Hispanic media consumption: 88% of respondents said that they prefer getting community news from Hispanic newspaper's over general market newspapers, because the Hispanic publications demonstrate a better understanding of the issues facing their community.

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Portada Staff

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