Some 70% of third-generation Hispanics in the United States say they feel connected to their Hispanic heritage, and more than half say their background is an important part of their self-identity, according to recent research from Yahoo.
The report was based on data from a survey of 457 third-generation Hispanics in the United States, as well as data from consumer focus groups and in-depth interviews.
Third-generation US Hispanics say the top things that connect them to their heritage are food (68% cite), traditions (55%), family names (45%), and family values (42%).
More than half (54%) of respondents say they actively seek out and/or enjoy online content tailored to them as Hispanics.
However, 40% of respondents say they are generally dissatisfied with the quality and/or amount of online content that is targeting them as Hispanics.
Some 53% of respondents say they like advertising targeted to them specifically as Hispanics.
Third-generation Hispanics say they like advertising that elicits strong positive emotions (78% say this makes them feel connected to brands), depicts both Hispanic traditions and American culture simultaneously (76%), and shows real life rather than aspirational/unrealistic scenarios (75%).
About the research: The report was based on data from a survey of 457 third-generation Hispanics in the United States, as well as data from consumer focus groups and in-depth interviews.
Continue reading "What Third-Generation US Hispanics Want to See in Online Content and in Ads" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Advertising: