There may be no single demographic more important for media buyers and planners to understand than Hispanic Millennials.
There’s never been a group quite like them, and they will wield outsized influence on advertising over the next few years because of that uniqueness and the vast size of this group.
There are almost 23 million Hispanic Millennials, representing 27 percent of Americans 18-34, according to the latest Census data. A majority of them between the ages 18-29 were born in the United States, but they’re very conscious of maintaining connections to their heritage.
Nearly half still identify themselves as coming from their parents’ home country.
They’re extremely tech-focused, adopting new gadgets faster than nearly any other group. They are more likely than the average Millennial to still live at home, and they’re more integrated in their families and communities than their non-Hispanic cohorts.
That may sound like a lot of contradictions. Yet Hispanic Millennials are not contradictory but rather multi-layered, and understanding that can help to reach them through advertising.
Here’s a portrait of the Hispanic Millennials and their media habits, based on research and statistics. READ MORE AT MEDIALIFE
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