Among all Hispanics, slightly less than one-half (47%) prefer to speak mostly or only English in the home, according to a new report from MRI-Simmons. While it shows that about two-thirds of second-generation Hispanics prefer to speak either all or mostly in English, cultural roots hold tight. Among third-generation Hispanics, four in ten say that they still prefer to speak Spanish at least some of the time. The data has implications for advertising.
“While Spanish-language advertising matters more to Spanish-dominant speakers, English first or English-only Hispanics do report that ads presented in Spanish show a respect for their culture,” the report says. “Nearly half of English-first or English-only Hispanics are likely to be loyal to brands that make the effort to advertise in Spanish.”
MRI-Simmons data shows that a majority of Latinos, regardless of language, think that when a brand markets itself in Spanish, it is a signal of respect for the culture. That includes six in ten English-dominant Hispanics, among whom half also say they are more likely to be loyal to a brand that advertises in Spanish. MRI-Simmons segmentation analysis also reveals that two out of three Hispanics embrace their multicultural identity.
There are some differences among those who are Spanish-dominant. MRI-Simmons says among that portion of the population, two-thirds say they are more likely to pay attention to an ad in Spanish and remember it later. And a majority (55%) says they consider those ads in their native tongue as the best source of information when they are making a purchase.
“Advertising in Spanish matters to all Hispanics, even those who are English-dominant, and can drive purchase decisions and brand loyalty,” the report says.
The MRI-Simmons data suggests radio may be an especially effective way for advertisers to reach Hispanics in 2023, considering how quickly their television viewing habits are changing as cord-cutting continues to spread. According to MRI-Simmons, 57% of Hispanic consumers don’t subscribe to a cable or satellite service and Hispanics are 14% more likely to be cordless than the average American. That likely has a lot to do with demographics, as nearly one-quarter of Americans aged 6 to 34 are Hispanic.
As Hispanics have become the largest ethnic minority group in the U.S., their spending power has grown. MRI-Simmons says Hispanic households account for 13% of all discretionary spending in the U.S., unchanged from 2022. While overall annual expenditures on non-essentials are down for all Americans year-over-year, the report says Hispanic household spending totaled $224 billion, up from $163 billion in 2013.
There are some regional differences. Hispanic households in the South and West control a much larger share of the region’s total expenditures on non-essentials than in the Northeast and Midwest. So while one of every five dollars spent on non-essentials in the West are controlled by Hispanic households, just one of every 20 discretionary expenditure dollars in the Midwest are.
Download MRI-Simmons’ The State of Hispanic Consumers 2023 HERE.
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