MERCADEO Versión en español
Viant Report: Hispanic Millennials Decide their Purchase on the use of Cell Phones and Coupons
Manuela Walfenzao| 23 de agosto de 2017
Los hispanos pasan 25% más tiempo en sus smartphones en comparación con sus pares no latinos
According to the new Viant report: The Marketer’s Guide to Hispanic Millennials, 81% of Hispanic millennials decides where to buy based on if they can use their smartphones or coupons. This study compared the buying and living habits of Hispanic and non-Hispanic millennials. The report showed that 35% of Hispanic millennials under 18 years old tend to live with their families, compared to their non-Hispanic peers. Family influence is very important when consuming, 74% are more persuaded by their children in these decisions, 28% of other members of the family and 22% by their spouses. Regarding the use of mobile, Hispanics spend 25% more time, or 10.5 hours a week, on their smartphones, compared with the 8.4 hours of the rest of the population. Other highlights in the report include that Hispanic millennials spent around US$207 quarterly on Amazon and US$102 on Sephora; 48% prefer to drink Coca-Cola and, although many have no affiliation with political parties, 30% is more willing to register as democrats. The study recommends advertisers a multifaceted approach to language; offering coupons and discounts since their audience earns less but spends more; focusing on the importance of family for this group; not limiting to television to send their message, and adopting networks and social media.
