One word for reaching U.S. Hispanics: mobile

 

More than 17% of the US population is of Hispanic origin, and more than 38 million people in the US speak Spanish at home.How does this affect us, specifically when it comes to our mobile strategy?

  • 13% of the US Hispanic population depends on their smartphone for internet access

60% of US Hispanics access the internet primarily on their phone

  • Compare this to "White Non-Hispanics", 27%

38% of US Hispanic mothers in the Millennial age range that consider their household "Spanish-preferred" are smartphone dependentIn addition, U.S. Hispanic shoppers make up 24% of the health-product and beauty industry.How to apply to your mobile strategy:1. A/B test Spanish language creatives in high-indexing Hispanic geo-locations (zips, cities, or geo-fenced areas)2. Test Spanish-language devices versus those high-indexing locations3. Assure that the mobile landing page, on top of being user-friendly, is translated properly into Spanish (don't use google translate).