Please accept all cookies to ensure proper website functionality. Set my cookie preferences

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.

Sign up for free to read the full article. Continue reading "What Third-Generation US Hispanics Want to See in Online Content and in Ads" ... Read the full article

Subscribe today...it's free!

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.

Already a member? Sign in now.

Loading...

ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji


MarketingProfs Partner