Hispanics make up 20% of all multicultural Millennials. They’re trendsetters, early adopters, and more connected than any other group. They’ve been raised with both American and Latin culture and their reality is not a melting pot, but more of a cultural buffet.
When targeting millennials, connecting socially is a requirement. This group is heavily connected. They’re 37% more likely than the general market to blog, post or check in instantly on their favorite social media platform. This represents another opportunity of connection for marketers. Word of mouth is key in the Hispanic community. And social is the platform to have the conversation.
Hispanic millennials are young, with over half under the age of 30. They’re influential, enormously connected, and opinionated — but also hungry for new experiences. While many of this group have been living and working among the general market for years their cultural ties are deep and they remain proudly Hispanic.
Hispanic Millennials carry the values and customs of their heritage while moving with ease across cultures. The world is at their fingertips and they will post, blog, tweet and use online communities to get their voice heard. But being always connected doesn’t mean they’re always listening.
Sensory overload demands content that’s interesting, easy to digest, and easy to share, as they are heavily influenced by their friends. Millennials want to be part of the conversation, not spoken at. They heavily use digital media to inform decision-making and to learn about offers.
Despite being trailblazers Millennials still enjoy spending time with family and participating in traditional cultural activities. As connected as they are they can still be found watching a novela or celebrity news with Abuela.
Remember when targeting Hispanic Millennials for them it’s not about leaving their culture behind, it’s about picking and choosing what resonates with them and what represents their identity — and integrating the pieces.