If you want to reach Hispanics -- think mobile.

As the different media options continue to find their niche audiences, we are seeing Hispanics over indexing across a variety of mobile media behavior. 

Specifically, according to a recent study by PwC, 43% stream mobile video and 37% download mobile video weekly.  Why?  Cost appears to be a factor as they substitute mobile video for cable and satellite subscriptions.

It's not surprising then to learn that 25% of Hispanics use mobile coupons versus 17% of non-Hispanics. (Sass, 2014)

Now I'd like to know if Spanish language ads are more effective than English.  More research anyone?

Sass, E. (2014, May 23)  Hispanics Over-Index In Mobile Video, Second-Screen Consumption.  mediapost.com.  Retrieved May 29, 2014, from http://www.mediapost.com/publications/article/226565/hispanics-over-index-in-mobile-video-second-scree.html?edition=73136

Is Music a Universal Language?

4/6/11

AT&T’s newest Spanish language campaign features Grammy Award-winning singer Natalia Jimenez. The commercial highlights AT&T’s high-speed internet and public hotspots by showing people enjoying a performance of her new song delivered through these portals.

According to the strategic planners, the insight behind the effort is that one of the key passions of Latinos is music. And, advertising in Spanish creates an instant connection with the target. (Baar, 2011)

But where does that leave the rest of us? Will we all need to brush up on our Spanish to appreciate the spot?

Baar, A. (2011, April 5). AT&T Enlists Jimenez in Hispanic Campaign. mediapost.com. Retrieved April 6, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148053&nid=125449