Who are Hispanic Millennials?
Hispanic or Latino millennials are a unique bridge spanning two cultures. This group of Latin American decent makes up a large percent of American millennials and their numbers are are growing faster than any other group. How do you reach them? It’s not just the language, it’s the message, the music, the visuals and the style. Reaching young latinos requires authenticity and a unique approach.
HISPANIC/LATINO MILLENNIALS BY THE NUMBERS:
21% OF THE 75M MILLENNIALS
IN THE USA ARE HISPANIC
Hispanic millennials represent the second largest ethnic group behind whites who make up 56% of this demographic group. They outnumber all other ethnicities combined.
$750 BILLION DOLLARS IN
Latino millennials are 27% less likely to have an income greater than $125k and measure slightly lower than non-Latino millennials in other income categories. Despite lower household income, they spend approximately the same as non-Hispanic Millennials.
67% OF HISPANIC MILLENNIALS
WERE BORN IN THE USA
The percentage of millennials born outside of the United States means a multi-cultural and often bilingual approach is needed to reach this audience.
60% LATINOS ARE MILLENNIAL
ARE OR YOUNGER
Millennials age and younger are the dominant age group among all Hispanic Americans. This impacts their interests, media consumption, and influences their entire family’s purchasing decisions.
37% OF LATINO MILLENNIALS LIVE IN
A MULTI-GENERATIONAL HOME
Hispanic millennials are almost three times more likely to be persuaded by product purchases by their family members than non-Hispanics.
40% ARE BILINGUAL, BUT ENGLISH
IS THEIR PRIMARY LANGUAGE
Spanish language is important but multi-cultural authenticity and family-centric approaches are often just as important. As an example, the most popular TV network for this group is the Disney Channel which edges out Univision and Telemundo.
25% MORE TIME ON SMARTPHONES
THAN NON-LATINO MILLENNIALS
Millennials spend equal time on Facebook but 8% more time on Twitter and 12% more time on Instagram than their non-Hispanic counterparts. They also spend a whopping 90% more on music than any other group.