Hispennial is a term used to describe Hispanics who also belong to the millennial generation. This segment is highly sought after and rapidly growing. Hispennials make up approximately 20% of the millennial generation. The Hispanic market has large purchasing power, but the millennial generation is not well understood, so marketing to this target audience can be confusing.
In this blog I will cover what to focus on when marketing to Hispennials.
Millennials are described as the generation born between 1980 and 2004. This is the generation I belong to, and people are trying to figure out what makes us tick. Millennials as a whole, are not well understood.
We grew up alongside technology and have been shaped by it. We communicate via our devices and are very active on social media. Social and environmental causes are important to many of us, and quality of life is a significant focus.
According to a Whitehouse.gov report, some important economic statistics about the millennial generation include:
- The largest, most diverse and educated generation in the U.S. population
- Have invested in human capital more than previous generations
- Are staying with their early career employers longer
- Will contend with the effects of starting their careers during a historic downturn for years to come
- More than 50% of millennials surveyed expressed interest in starting a business
The Hispanic market is growing and is expected to make up over 50% of the U.S. population by 2020.
A recent article written by Yuriy Boykiv and Rob Douglas of Gravity Media, claims that mobile, not language, is the biggest hurdle to reaching Hispanic markets. According to the article, Hispanics use their mobile devices to stay connected to family and friends and are more likely to subscribe to video-sharing apps, mobile TV subscriptions, and pay for unlimited data plans. Hispanics are also early adopters of devices.
Optimizing user experience and using social media to communicate are important strategies to employ when targeting the Hispanic market.
To successfully attract the Hispennial market, you must understand millennials and Hispanics. This is an extremely sought after segment, and you must focus on creating a well-executed digital strategy to gain their attention.
Hispennials are the most digitally engaged audience. Producing great, mobile-responsive English and Spanish content and being active on social networks is the best way to reach the large Hispennial market.
Further Resources on eCommerce, Latin America and Localization
You may gain further insight into Spanish translation and related topics by reviewing previous blogs and resources written by GPI:
- Spanish Variations: Spain vs. Latin America
- What is neutral Spanish?
- Spanish Translation Services
- Hispanics become second largest USA consumer market
- Why You Need a Localized Website for the U.S. Hispanic Market
- Spanish Website Translation
- Localization Strategy for Global E-Retailers
Globalization Partners International has created a more extensive overview of website globalization for U.S. Hispanic consumers in two white papers: Website Globalization and E-Business U.S. Hispanic Market and Website Globalization and E-Business U.S. Hispanic Market - In Depth are available in PDF format via a free download.
Please feel free to contact GPI at email@example.com with any questions about our language and technology services. Also let us know if you have any interesting blog topics you would like us to cover in our future blogs. You may request a complimentary Translation Quote for your projects as well.
About the Author
Global Digital Marketing Manager. Natalie was born and raised in Montana where she graduated from The University of Montana with a degree in Business Administration. Her international experience includes two summer programs, one at The European Business School in Germany and the other at The University of Brescia in Italy. She studied a variety of global business subjects including international business, trade, culture and language. Key projects for her undergrad studies included meeting with executives from large corporations such as Lufthansa, Opel, and The European Central Bank as well as working with the design team on the marketing plan for the 2015 World Fair in Milan, Italy. She has a range of global event management experience including organization of the Annual Mansfield Conference on the Middle East and the China Town Hall meeting series. Her hobbies include yoga, cooking, reading, being outdoors and traveling.More Content by Natalie Williams