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Welcome to Grupo24, an international media, and marketing group dedicated to the Hispanic Market.

$9.2 billion was spent in 2017 on marketing to Hispanic consumers, and these insights show a one-size-fits-all approach with such a varied demographic do not work. Hispanic consumers are a complex audience with a unique blend of culture and language. Understanding their online behaviors is key to marketing to them successfully. While some assumptions can be made, data-backed, real-time insights will give you the tools you need to reach this audience.

The United States Hispanic population was more than 57 million in 2016, or 17.8 percent of the total U.S. population. Hispanic population growth has accounted for half of the U.S. population growth since 2010. Hispanic Americans are the second-fastest growing demographic group (after Asian Americans). At $1.4 trillion, the U.S. Hispanic market is larger than the GDP of Mexico and if it were an its own country, would be the world’s 13th largest economy.

Some key takeaways:

  • Mobile is key: Hispanic consumers are 1.5x more likely than other ethnicities to use mobile to browse, a trend seen across all age groups.
  • Spanish language ads resonate: While 85 percent of browsers among this audience are set to English, they are still 2.4x more likely to convert on Spanish language ad.
  • Mind the generational gap: Hispanic millennials are 20 percent more likely to look at English language sites than other age groups in this audience. However, their parents more likely to look at Spanish language sites.


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