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Snapchat Marketing: Reach a Young Hispanic Audience

Snapchat Marketing: Reach a Young Hispanic Audience

Snapchat Marketing: Reach a Young Hispanic Audience

Snapchat marketing can help you reach the Hispanic 13-25 year old market. Find out why and how to leverage Snapchat for business. Read on!

This article covers: what is Snapchat, the reasons for using Snapchat for business, Snapchat marketing ideas and use cases, and finally, an overview of the app features and how to use Snapchat.

Did you know the Snapchat app has just been valued at almost 25 billion dollars? Most people think Snapchat is for teens and sexting, but smart brands are leveraging this smartphone app to reach a very coveted market segment: the youth segment. And guess who else is quite interested in Snapchat marketing? The political sector. With well over 100 million users, a vast majority residing in the United States and between the ages of 18 and 25, Snapchat has a significant potential to radically affect the next Presidential election.

What is Snapchat?

Snapchat marketing ideas for the fashion industry

Snapchat marketing ideas for the fashion industry – Foto eyecmore

So, what exactly is Snapchat? It’s a smartphone app that allows its large base of users, mostly teens, to send photos or videos to friends – or total strangers – which displays on the receiver’s phone for up to 10 seconds. After the visual content has been viewed, it disappears from the receiver’s app, unless the recipient takes a screenshot of the photo and stores in on its mobile device. Snapchat also gives you the option of making the image more attractive and engaging with words, doodles, and drawings. 

Snapchat entered the market on 2011, as a college project by the now-24 yr old Evan Spiegel, at the same time than Pinterest but with very different purposes. While on Pinterest, you have the resilient power of the Pin, where you get exposure independently of when you uploaded the media, on Snapchat the content uploaded disappears almost instantly. While on Pinterest, you can feature your product and its uses and it’s a platform developed for social commerce, on Snapchat you capture the viewers’ attention 100% for the duration of the Snap. Snapchat users cannot search for a Snap like on Facebook or Twitter or Instagram. It’s now or never. And this is a great aspect of Snapchat for business that needs to be leveraged on Snapchat marketing campaigns.

“Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important.” – Snapchat

Why Snapchat Marketing

Ask yourself the following:

  • Is you target demographic is essentially 13-25 year olds?
  • Do you have the resources to generate a steady stream of posts, and be able to respond and interact?
  • Can you offer contests and giveaways and does your target audience respond highly to them?
  • Are you interested in generating awareness for your products or services?

If you answered yes to all of the above questions, you should be on Snapchat already!

Snapchat Demographics

There are approximately 26 million users in the U.S., and about 400 million snaps are sent out each day.

“According to GWI’s data, it’s the fastest growing social app out there. More than half of its users are aged 16-24. And among US teens, it’s more popular than either Facebook Messenger or WhatsApp. Overall, just 14% of teens are Snapchatting, putting it behind WhatsApp, Facebook Messenger and even Skype. That means it’s the reach of Snapchat in certain markets which matters; in the UK, Ireland, Sweden, the US and Canada, for example, more than 30% of this demographic are on Snapchat. These are the key markets to target.” – Globalwebindex

Snapchat’s worldwide statistics are impressive:

  1. 100 million monthly active users.
  2. 70% of Snapchat users are women.
  3. 71% of Snapchat users are under 25 years old.
  4. 32% of US teen (13-17) use Snapchat on a mobile device.
  5. 58% of students would make a purchase from a brand that sent them a Snapchat coupon.
  6. 33% of Millennials use Snapchat.
  7. 4% of the global adult Internet population use Snapchat monthly.
  8. 30% of Snapchat users are in the U.S. and 6% in Brazil

Source: globalwebindex.net

Let’s take a look at Snapchat’s numbers in the United States:

  1. 60% of Americans 13-34 year olds use Snapchat.
  2. Half of Snapchat users in the U.S. are between 16-24 and are living with their parents.
  3. 58% are male and 42% female
  4. 93% of Snapchat users have a Facebook account, about 80% have a G+ and Twitter account and 42% have a Pinterest account.
  5. Snapchat users are 10 times more likely to use Vine than any other user.
  6. Other apps they use: YouTube, Facebook messenger, WhatsApp, Tumblr, Flickr, and Viber
  7. 22% of Snapchat users (or 6.6 million) in the U.S. are Hispanics (extrapolated from Census demographics for this age segment and not taking into consideration that Hispanics are early adopters of technology and have a higher usage of social networks than their white non-Hispanic counterpart)

Evidently, an app with such a large user base – especially young users – are few and far between. Of course, if you are willing to target an audience younger than 13, and are COPPA compliant, you can go for SnapKidz, a lightweight version of the app designed for children.

Check out the differences between Hispanic women and men on Snapchat and other digital media!

Time is of the essence

Another reason for using Snapchat for business is the level of attention it demands from viewer that actually couples the level of attention of mobile and the fact that the visual content will disappear unless you capture it with a snapshot and share it. Besides, users need to interact with the app by pressing the photo in order to view it.

Many Snapchat marketing campaigns leverage this time constraint with appealing content such as contests, offers, teaser content, and discounts, with very strong calls to action.

Snapchat Marketing to Reach a Young Hispanic Audience

Snapchat Marketing to Reach a Young Hispanic Audience

How to use Snapchat for business

The limitations of the app – up to 10 seconds and the fact that the user will only see the content only once – require that marketers need to make the most of every second they get on the app, and you can only post photos or videos that you just took, which requires a certain amount of strategy.

The first thing you need to do is create your account and start promoting it on other social networks (Facebook, Twitter, Pinterest Promoted Pins, Instagram and others where this demographic has a heavy presence)

Make sure to reward your followers with a product sneak peek, contest, promo related to your brand. Create and post engaging visual content always keeping in mind that the content will be viewable for up to 10 seconds and then it will be deleted. During that short timeframe you will have your customer’s undivided attention. Not bad, huh?

Always look for ways to engage with your audience. Keep your customers coming back for more of your outstanding, casual, fun and humorous content and earn more opportunities to execute your Snapchat marketing strategy.

Here’s some great Snapchat marketing approaches that work wonders with this audience: contests, giveaways, and videos. Take into consideration that you don’t need to be a professional to make an impact here. Snapchat is all about being casual and relatable and more time should be spent into planning that into production.

The Tonight Show With Jimmy Fallon (fallontonight on Snapchat), for example, gives clues for its hidden ticket locations on Thursdays.

The Tonight Show With Jimmy Fallon ticket giveaway is a great Snapchat marketing idea

The Tonight Show With Jimmy Fallon ticket giveaway is a great Snapchat marketing idea

You can also ask Snapchatters to send you pictures of them using your product and reward them for it.

This campaign from Coke, asked Snapchat users to decide if the zoomed in picture was a cat or not.

Coke Snapchat marketing campaign - Photo: Mobile Marketer

Coke Snapchat marketing campaign – Photo: Mobile Marketer

Taco Bell (tacobell) is one of the first brands to get onto the Snapchat marketing bandwagon and one of the best restaurants snapping right now.

Snapchat Marketing Valentine campaign from Taco Bell - Nachos and nothing better than love and humor!

Snapchat Marketing Valentine campaign from Taco Bell – Nachos and nothing better than love and humor!

There’s a particularly creative and engaging campaign from GrubHub to increase their Snapchat number of followers. The famous #Snaphunt was promoted on all of their other social media platforms. These week-long Snapchat scavenger hunts in which it randomly gives away free grub while engaging with consumers on Snapchat. They posted a story every day inviting consumers to participate in a daily challenge for a chance at winning $50 of free food from GrubHub. Consumers are asked to follow GrubHub and send a Snapchat back to GrubHub with the daily challenge, and ten winners are randomly selected each day. Don’t you think free food giveaways in exchange for a follow and a pic would work with Millennials?

Snapchat marketing campaign - GrubHub Snapchat Scavenger hunt winner

Snapchat marketing campaign – GrubHub Snapchat Scavenger hunt winner – Photo: Mobile Commerce Daily

Once you have amassed an interesting follower base, you can even segment it by selecting some of your followers or leverage the “My Story” feature and send your visual content to all your follower base.

Always remember that Snapchat is casual, fun, unforced and with liberal use of emojis and doodling.

On Snapchat you measure success by the virality of a story as you can only see how many people view your stories and how many people took a screenshot of your story.

Some of Snapchat’s rad features

Snapchat allows you to enhance your visual content with filters and doodling. If you’d like to make your content more visually appealing,  especially for “Special Text” and “Replay”, select use smart filters under Settings.

The app’s sketching tools lets you combine your selfies with doodling and generate really unique and creative content.

Digital finger paintings done with the sketching tool DASHA BATTELLE ON SNAPCHAT

Digital finger paintings done with the sketching tool DASHA BATTELLE ON SNAPCHAT

Maybe Snapchat’s navigation is a bit confusing and counter-intuitive but here’s some tips to get you started: Swipe up to continue reading, swipe left for the next story, and swipe down to exit.

Snapchat lets you send cash to your friends by attaching a debit card to you account. Simply hit the Dollar Sign button.

Live Stories

Another great way to leverage Snapchat for business is the “Live Stories” feature. These are curated directly by the Snapchat team. Snapchat uses the location services on people’s smartphones to allow them to add their snaps to a local Live Story. Only the best Snaps within the digital boundary, or “geofence,” Snapchat adds around an event are picked and shared as a Snapchat “story” with all Snapchat users. It’s a wonderful way to get exposure for events, guerrilla marketing efforts, and so much more.

Local Live Stories can be anything from a city (NY, L.A., Richmond, etc.) to an event (Superbowl, NY Fashion Week, etc) but like all curated stories, they are anonymous and users cannot follow you from there.

Snapchat’s stories can draw a massive audience. Back in January, for a 24-hour period, almost 25 million people tuned in to its coverage of New York’s “snowpocalypse.”

Local Stories

Very similar to live stories although you can only see them if you are in that particular location. To view them, enable location and the nearest local stories will pop-up. How can you use local stories on your Snapchat for Business efforts? Local promotions, news, localized marketing efforts are the name of the game.

Take note: Live Stories and Local stories Snaps are different from regular Snaps because they self-destruct in 24 hours, not 1-10 seconds.

Discover

This year, Snapchat introduced a feature called “Discover,” under a special tab with promotional content from Snapchat’s media partners — Daily Mail, CNN, Vice, Comedy central, and ESPN among them — post content to the app meant, or at least edited, for Snapchat’s users every 24 hours on their own Snapchat channel. Snapchat also has its own channel. One particular characteristic of the “Discover” content is that users can share a snap or swipe up for more details.

I hope you have enjoyed this short trip over the benefits of using Snapchat for business and if you are incorporating it into your mobile marketing efforts, we’d love to feature you and your success story!

We live in a society exquisitely dependent on science and technology , in which hardly anyone knows anything about science and technology - Carl Sagan

Carl Sagan quote on science and technology

Next Quote? funny inspirational quotes on every post!

Millennial consumer shopping insights and trends

We all love good research and especially when it is about millennials. After all, they account for 21 percent of consumer spend and marketers look for ways to make millennial consumer shopping insights actionable.

Millennial consumer shopping insights and trends Infographic

Millennial consumer shopping insights and trends Infographic

Today, marketers can use these insights  to influence, reach, activate and accelerate a specific shopper along the path of purchase with added focus on digital, social and mobile trends; millennials; and Hispanic shoppers.

Non-millennial and millennial consumer shopping insights

  • Nearly eight in 10 consumers consider themselves value seekers, promotion sensitive or price conscious, as described by themselves
  • 71% of those who search the Internet for coupons searched after learning about the promotion via social media
  • An average of 67% engage in showrooming, with millennials at a much higher rate
  • 40% reported a higher rate of coupon usage when compared to the past year
  • 24% noted increases on the use of smartphones to get deals

Non-milennial and millennial consumer shopping trends

While the download of coupons on retailers shopping cards and the search for coupons online trend continues to grow, the price conscious or value-seeking consumers still prefer finding coupons in traditional media. Fifty two percent prefers the newspaper as a media to receive the coupons. Fifty one percent prefers snail mail. By the same token this research highlights an increase of a 6% point among those who prefer to receive their coupons via mobile.

Besides:

  • 85 % of consumers who use coupons search online
  • 33% say they are doing so more in 2013 compared to 2012
  • 40% have shared or traded coupons on social media – an increase of 10% from 2012

Millennial consumer shopping insights

Millennials:

  • are more likely to buy online after checking out products in store
  • are more likely to combine online and print coupons or manufacturer and store coupons
  • require up to one-third higher coupon value to engage
  • 92% of millennials use coupons to plan shopping lists
  • 51% of millennials say their coupon usage has increased this past year
Millennial consumer shopping insights and trends - Copyright 2014 Target Latino

Millennial consumer shopping insights and trends – Image created by Target Latino

Hispanic Millennial consumer shopping insights

The Hispanic shopper has a daunting purchasing power. The Selig Center projects that by 2015, Hispanics are expected to control $1.5 trillion in spending.

There are clear differences among Hispanic shoppers especially in their engagement with digital, mobile and social media.

  • Hispanic use of online search has increased
  • Hispanic use of smartphones and frequent shopper/loyalty cards have increased
  • Hispanic shoppers are much more likely than their non-Hispanic counterpart to combine print and digital offers
  • 95% of Hispanic Internet users download coupons from retailer websites or mobile apps before shopping
  • 70% have used a coupon found on social media; a 16% difference from all consumers.

To find out more about marketing to Hispanic Millennials, read “Hispanic Millennials require New Marketing Strategies

There are clear differences among Hispanic shoppers especially in their engagement with digital, mobile and social media.

There are clear differences among Hispanic shoppers especially in their engagement with digital, mobile and social media.

Snapchat Marketing to Reach a Young Hispanic Audience
Millennial consumer shopping insights and trends - Copyright 2014 Target Latino - All rights reserved
Hispanic Millennials
Hispanic Consumer Shopping Behavior Insights

Source: Valassis Shopper Marketing Report – This report is based on findings from a national consumer panel and was fielded in conjunction with Ipsos, a market research firm with expertise in Internet surveys. Responses were weighted by factors obtained from national census data to provide appropriate representation of demographic groups. The Shopper Marketing Report compares millennials’ purchase behavior with generation X and baby boomers.

quote

quote

Next Quote? funny inspirational quotes on every post!

Snapchat Marketing: Reach a Young Hispanic Audience

Snapchat Marketing: Reach a Young Hispanic Audience

Snapchat Marketing: Reach a Young Hispanic Audience

Snapchat marketing can help you reach the Hispanic 13-25 year old market. Find out why and how to leverage Snapchat for business. Read on!

This article covers: what is Snapchat, the reasons for using Snapchat for business, Snapchat marketing ideas and use cases, and finally, an overview of the app features and how to use Snapchat.

Did you know the Snapchat app has just been valued at almost 25 billion dollars? Most people think Snapchat is for teens and sexting, but smart brands are leveraging this smartphone app to reach a very coveted market segment: the youth segment. And guess who else is quite interested in Snapchat marketing? The political sector. With well over 100 million users, a vast majority residing in the United States and between the ages of 18 and 25, Snapchat has a significant potential to radically affect the next Presidential election.

What is Snapchat?

Snapchat marketing ideas for the fashion industry

Snapchat marketing ideas for the fashion industry – Foto eyecmore

So, what exactly is Snapchat? It’s a smartphone app that allows its large base of users, mostly teens, to send photos or videos to friends – or total strangers – which displays on the receiver’s phone for up to 10 seconds. After the visual content has been viewed, it disappears from the receiver’s app, unless the recipient takes a screenshot of the photo and stores in on its mobile device. Snapchat also gives you the option of making the image more attractive and engaging with words, doodles, and drawings. 

Snapchat entered the market on 2011, as a college project by the now-24 yr old Evan Spiegel, at the same time than Pinterest but with very different purposes. While on Pinterest, you have the resilient power of the Pin, where you get exposure independently of when you uploaded the media, on Snapchat the content uploaded disappears almost instantly. While on Pinterest, you can feature your product and its uses and it’s a platform developed for social commerce, on Snapchat you capture the viewers’ attention 100% for the duration of the Snap. Snapchat users cannot search for a Snap like on Facebook or Twitter or Instagram. It’s now or never. And this is a great aspect of Snapchat for business that needs to be leveraged on Snapchat marketing campaigns.

“Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important.” – Snapchat

Why Snapchat Marketing

Ask yourself the following:

  • Is you target demographic is essentially 13-25 year olds?
  • Do you have the resources to generate a steady stream of posts, and be able to respond and interact?
  • Can you offer contests and giveaways and does your target audience respond highly to them?
  • Are you interested in generating awareness for your products or services?

If you answered yes to all of the above questions, you should be on Snapchat already!

Snapchat Demographics

There are approximately 26 million users in the U.S., and about 400 million snaps are sent out each day.

“According to GWI’s data, it’s the fastest growing social app out there. More than half of its users are aged 16-24. And among US teens, it’s more popular than either Facebook Messenger or WhatsApp. Overall, just 14% of teens are Snapchatting, putting it behind WhatsApp, Facebook Messenger and even Skype. That means it’s the reach of Snapchat in certain markets which matters; in the UK, Ireland, Sweden, the US and Canada, for example, more than 30% of this demographic are on Snapchat. These are the key markets to target.” – Globalwebindex

Snapchat’s worldwide statistics are impressive:

  1. 100 million monthly active users.
  2. 70% of Snapchat users are women.
  3. 71% of Snapchat users are under 25 years old.
  4. 32% of US teen (13-17) use Snapchat on a mobile device.
  5. 58% of students would make a purchase from a brand that sent them a Snapchat coupon.
  6. 33% of Millennials use Snapchat.
  7. 4% of the global adult Internet population use Snapchat monthly.
  8. 30% of Snapchat users are in the U.S. and 6% in Brazil

Source: globalwebindex.net

Let’s take a look at Snapchat’s numbers in the United States:

  1. 60% of Americans 13-34 year olds use Snapchat.
  2. Half of Snapchat users in the U.S. are between 16-24 and are living with their parents.
  3. 58% are male and 42% female
  4. 93% of Snapchat users have a Facebook account, about 80% have a G+ and Twitter account and 42% have a Pinterest account.
  5. Snapchat users are 10 times more likely to use Vine than any other user.
  6. Other apps they use: YouTube, Facebook messenger, WhatsApp, Tumblr, Flickr, and Viber
  7. 22% of Snapchat users (or 6.6 million) in the U.S. are Hispanics (extrapolated from Census demographics for this age segment and not taking into consideration that Hispanics are early adopters of technology and have a higher usage of social networks than their white non-Hispanic counterpart)

Evidently, an app with such a large user base – especially young users – are few and far between. Of course, if you are willing to target an audience younger than 13, and are COPPA compliant, you can go for SnapKidz, a lightweight version of the app designed for children.

Check out the differences between Hispanic women and men on Snapchat and other digital media!

Time is of the essence

Another reason for using Snapchat for business is the level of attention it demands from viewer that actually couples the level of attention of mobile and the fact that the visual content will disappear unless you capture it with a snapshot and share it. Besides, users need to interact with the app by pressing the photo in order to view it.

Many Snapchat marketing campaigns leverage this time constraint with appealing content such as contests, offers, teaser content, and discounts, with very strong calls to action.

Snapchat Marketing to Reach a Young Hispanic Audience

Snapchat Marketing to Reach a Young Hispanic Audience

How to use Snapchat for business

The limitations of the app – up to 10 seconds and the fact that the user will only see the content only once – require that marketers need to make the most of every second they get on the app, and you can only post photos or videos that you just took, which requires a certain amount of strategy.

The first thing you need to do is create your account and start promoting it on other social networks (Facebook, Twitter, Pinterest Promoted Pins, Instagram and others where this demographic has a heavy presence)

Make sure to reward your followers with a product sneak peek, contest, promo related to your brand. Create and post engaging visual content always keeping in mind that the content will be viewable for up to 10 seconds and then it will be deleted. During that short timeframe you will have your customer’s undivided attention. Not bad, huh?

Always look for ways to engage with your audience. Keep your customers coming back for more of your outstanding, casual, fun and humorous content and earn more opportunities to execute your Snapchat marketing strategy.

Here’s some great Snapchat marketing approaches that work wonders with this audience: contests, giveaways, and videos. Take into consideration that you don’t need to be a professional to make an impact here. Snapchat is all about being casual and relatable and more time should be spent into planning that into production.

The Tonight Show With Jimmy Fallon (fallontonight on Snapchat), for example, gives clues for its hidden ticket locations on Thursdays.

The Tonight Show With Jimmy Fallon ticket giveaway is a great Snapchat marketing idea

The Tonight Show With Jimmy Fallon ticket giveaway is a great Snapchat marketing idea

You can also ask Snapchatters to send you pictures of them using your product and reward them for it.

This campaign from Coke, asked Snapchat users to decide if the zoomed in picture was a cat or not.

Coke Snapchat marketing campaign - Photo: Mobile Marketer

Coke Snapchat marketing campaign – Photo: Mobile Marketer

Taco Bell (tacobell) is one of the first brands to get onto the Snapchat marketing bandwagon and one of the best restaurants snapping right now.

Snapchat Marketing Valentine campaign from Taco Bell - Nachos and nothing better than love and humor!

Snapchat Marketing Valentine campaign from Taco Bell – Nachos and nothing better than love and humor!

There’s a particularly creative and engaging campaign from GrubHub to increase their Snapchat number of followers. The famous #Snaphunt was promoted on all of their other social media platforms. These week-long Snapchat scavenger hunts in which it randomly gives away free grub while engaging with consumers on Snapchat. They posted a story every day inviting consumers to participate in a daily challenge for a chance at winning $50 of free food from GrubHub. Consumers are asked to follow GrubHub and send a Snapchat back to GrubHub with the daily challenge, and ten winners are randomly selected each day. Don’t you think free food giveaways in exchange for a follow and a pic would work with Millennials?

Snapchat marketing campaign - GrubHub Snapchat Scavenger hunt winner

Snapchat marketing campaign – GrubHub Snapchat Scavenger hunt winner – Photo: Mobile Commerce Daily

Once you have amassed an interesting follower base, you can even segment it by selecting some of your followers or leverage the “My Story” feature and send your visual content to all your follower base.

Always remember that Snapchat is casual, fun, unforced and with liberal use of emojis and doodling.

On Snapchat you measure success by the virality of a story as you can only see how many people view your stories and how many people took a screenshot of your story.

Some of Snapchat’s rad features

Snapchat allows you to enhance your visual content with filters and doodling. If you’d like to make your content more visually appealing,  especially for “Special Text” and “Replay”, select use smart filters under Settings.

The app’s sketching tools lets you combine your selfies with doodling and generate really unique and creative content.

Digital finger paintings done with the sketching tool DASHA BATTELLE ON SNAPCHAT

Digital finger paintings done with the sketching tool DASHA BATTELLE ON SNAPCHAT

Maybe Snapchat’s navigation is a bit confusing and counter-intuitive but here’s some tips to get you started: Swipe up to continue reading, swipe left for the next story, and swipe down to exit.

Snapchat lets you send cash to your friends by attaching a debit card to you account. Simply hit the Dollar Sign button.

Live Stories

Another great way to leverage Snapchat for business is the “Live Stories” feature. These are curated directly by the Snapchat team. Snapchat uses the location services on people’s smartphones to allow them to add their snaps to a local Live Story. Only the best Snaps within the digital boundary, or “geofence,” Snapchat adds around an event are picked and shared as a Snapchat “story” with all Snapchat users. It’s a wonderful way to get exposure for events, guerrilla marketing efforts, and so much more.

Local Live Stories can be anything from a city (NY, L.A., Richmond, etc.) to an event (Superbowl, NY Fashion Week, etc) but like all curated stories, they are anonymous and users cannot follow you from there.

Snapchat’s stories can draw a massive audience. Back in January, for a 24-hour period, almost 25 million people tuned in to its coverage of New York’s “snowpocalypse.”

Local Stories

Very similar to live stories although you can only see them if you are in that particular location. To view them, enable location and the nearest local stories will pop-up. How can you use local stories on your Snapchat for Business efforts? Local promotions, news, localized marketing efforts are the name of the game.

Take note: Live Stories and Local stories Snaps are different from regular Snaps because they self-destruct in 24 hours, not 1-10 seconds.

Discover

This year, Snapchat introduced a feature called “Discover,” under a special tab with promotional content from Snapchat’s media partners — Daily Mail, CNN, Vice, Comedy central, and ESPN among them — post content to the app meant, or at least edited, for Snapchat’s users every 24 hours on their own Snapchat channel. Snapchat also has its own channel. One particular characteristic of the “Discover” content is that users can share a snap or swipe up for more details.

I hope you have enjoyed this short trip over the benefits of using Snapchat for business and if you are incorporating it into your mobile marketing efforts, we’d love to feature you and your success story!

We live in a society exquisitely dependent on science and technology , in which hardly anyone knows anything about science and technology - Carl Sagan

Carl Sagan quote on science and technology

Next Quote? funny inspirational quotes on every post!

Millennial consumer shopping insights and trends

We all love good research and especially when it is about millennials. After all, they account for 21 percent of consumer spend and marketers look for ways to make millennial consumer shopping insights actionable.

Millennial consumer shopping insights and trends Infographic

Millennial consumer shopping insights and trends Infographic

Today, marketers can use these insights  to influence, reach, activate and accelerate a specific shopper along the path of purchase with added focus on digital, social and mobile trends; millennials; and Hispanic shoppers.

Non-millennial and millennial consumer shopping insights

  • Nearly eight in 10 consumers consider themselves value seekers, promotion sensitive or price conscious, as described by themselves
  • 71% of those who search the Internet for coupons searched after learning about the promotion via social media
  • An average of 67% engage in showrooming, with millennials at a much higher rate
  • 40% reported a higher rate of coupon usage when compared to the past year
  • 24% noted increases on the use of smartphones to get deals

Non-milennial and millennial consumer shopping trends

While the download of coupons on retailers shopping cards and the search for coupons online trend continues to grow, the price conscious or value-seeking consumers still prefer finding coupons in traditional media. Fifty two percent prefers the newspaper as a media to receive the coupons. Fifty one percent prefers snail mail. By the same token this research highlights an increase of a 6% point among those who prefer to receive their coupons via mobile.

Besides:

  • 85 % of consumers who use coupons search online
  • 33% say they are doing so more in 2013 compared to 2012
  • 40% have shared or traded coupons on social media – an increase of 10% from 2012

Millennial consumer shopping insights

Millennials:

  • are more likely to buy online after checking out products in store
  • are more likely to combine online and print coupons or manufacturer and store coupons
  • require up to one-third higher coupon value to engage
  • 92% of millennials use coupons to plan shopping lists
  • 51% of millennials say their coupon usage has increased this past year
Millennial consumer shopping insights and trends - Copyright 2014 Target Latino

Millennial consumer shopping insights and trends – Image created by Target Latino

Hispanic Millennial consumer shopping insights

The Hispanic shopper has a daunting purchasing power. The Selig Center projects that by 2015, Hispanics are expected to control $1.5 trillion in spending.

There are clear differences among Hispanic shoppers especially in their engagement with digital, mobile and social media.

  • Hispanic use of online search has increased
  • Hispanic use of smartphones and frequent shopper/loyalty cards have increased
  • Hispanic shoppers are much more likely than their non-Hispanic counterpart to combine print and digital offers
  • 95% of Hispanic Internet users download coupons from retailer websites or mobile apps before shopping
  • 70% have used a coupon found on social media; a 16% difference from all consumers.

To find out more about marketing to Hispanic Millennials, read “Hispanic Millennials require New Marketing Strategies

There are clear differences among Hispanic shoppers especially in their engagement with digital, mobile and social media.

There are clear differences among Hispanic shoppers especially in their engagement with digital, mobile and social media.

Snapchat Marketing to Reach a Young Hispanic Audience
Millennial consumer shopping insights and trends - Copyright 2014 Target Latino - All rights reserved
Hispanic Millennials
Hispanic Consumer Shopping Behavior Insights

Source: Valassis Shopper Marketing Report – This report is based on findings from a national consumer panel and was fielded in conjunction with Ipsos, a market research firm with expertise in Internet surveys. Responses were weighted by factors obtained from national census data to provide appropriate representation of demographic groups. The Shopper Marketing Report compares millennials’ purchase behavior with generation X and baby boomers.

quote

quote

Next Quote? funny inspirational quotes on every post!

Hispanic Millennials require New Marketing Strategies

Hispanic Millennials by the numbers. What are they like and how do they differ from other Hispanics or other Gen Yrs? Read on.

(The Hispanic Millennials require New Marketing Strategies article has been updated on 2015)

Latinos will account for more than 80% of the growth in the population of 18- to 29-year-olds over the next few years and this makes them a key demographic for marketers targeting young consumers. However, marketers need to develop their marketing strategies taking into account the rapid changes under way in the composition of the population of the Hispanic youth.

Hispanic Millennials

Hispanic Millennials

Hispanic Millennials by the Numbers

In 2015, a total of 22.7MM Hispanic Americans – that is a 42% of the total U.S. Hispanic population – are Millennials. This represents 27% of all U.S. Gen Yrs.

A pretty impressive number when compared to a total of 10.8MM Gen Xrs, and 7.4MM Latino Boomers.

Now, let’s take a look at the 2010 Census data compiled by the Pew Hispanic Center:

  • 58% of Latinos in the 20- to 29-year-old age group are U.S.-born,
  • 81% of Latinos in the 15- to 19-year-old age group are U.S.-born, and
  • 95% of those in the 10- to 14-year-old age segment are U.S.-born

Thus, within a few more years, U.S.-born Latinos will dominate the 18- to 29-year-old age segment within the Hispanic population.

Don’t take these numbers lightly just because they were gathered in 2010. It is only less than 5 years ago and all you need to do to comprehend the magnitude of this impact is subtract 5 years to each segment and the percentage of U.S. Born Hispanics dominates even more.

What are Hispanic Millennials like?

Unlike their immigrant parents who tried to be less visible, Hispanic millennials want to “stand out and be noticed.” They still embrace parts of their culture—mostly family, music and food— and they have incorporated American values such as open-mindedness, especially in their relationships. Hispanic Millennials are abandoning class hierarchies and embracing working class moral standards. They want to become heroes, healers, rescuers as well as small business owners.

The proportion of foreign-born/U.S.-born population has been rapidly changing among young Latinos and this has had a significant impact on the media usage habits of Hispanic Millennials, who for the most part are now the children, grandchildren or even great-grandchildren and beyond of Latino immigrants. A phenomenal 73% of 18- to 29-year-old Latinos watched English-only television or a combination of English and Spanish language television in the past seven days. Only 4% watched Spanish-language television alone.

Hispanic millennials (see Hispanic Market Trends Forecast) are nearly 66 percent more likely to connect via mobile than non-Hispanic whites. And they are nearly twice as likely to own a tablet such as an iPad. Online, Hispanic millennials are just as likely as other millennials to be heavy Facebook users but they are almost twice as likely to use YouTube.

When Millennial Latinos read magazines or visit websites, English predominates even more. They are more likely to read English-language magazines alone then they are to look into a combination of English and Spanish magazines (28% vs. 21%). When going online, 18- to 29-year-old Latinos are even more likely to choose to visit English-language websites alone rather than both English- and Spanish-language sites (38% vs. 25%).

Still, Hispanic millennials are maintaining close ties with their cultural heritage. The Pew Hispanic found that among the U.S.-born children of Hispanic immigrants, country of origin is still important. As far as self-identification, 33 percent of second generation Latinos use American first, 21 percent refer to themselves first by the terms Hispanic or Latino, and 41 percent refer to themselves first by the country of origin of their parents.

While Hispanic millennials may want to make it on their own, they are more likely to still be living in their parents’ home. More millennials are doing this due to the economy and delayed marriage and children trends. But Latinos are “the” most likely to live in a multi-generation home.

They feel like a generation and have great expectations for themselves. They are also aware of their future family obligations and the difficulties they will face to be able to support their parents and grand-parents.

Unlike their Gen Y counterparts who have been told over and over again that they are special, and expect the world to treat them that way, Hispanic Millennials see themselves as part of their families, communities and not separated from the rest.

As a result, marketers in both the Latino and youth markets have had to revamp their marketing strategies about how to reach this key demographic.

Franz Kafka quote

Franz Kafka quote

go for it

go for it

Next Quote? funny inspirational quotes on every post!

Gen Y or Millennials: Marketing Tips

by Claudia “Havi” Goffan

Most of us, marketers, are trying to engage the Millennials or Gen Y. Also, most marketers are still leery of Gen Y marketing techniques. Therefore, we need to keep understanding who they are, what they do, what they like and what they dislike.

Gen Y or Millennials: Marketing Tips: brief overview of the Millennials or Gen Y

  • Listen to them online 24/7 using Multicultural Market Intelligence Tools

    Listen to them online 24/7 using Multicultural Market Intelligence Tools

    Gen Y believes in the power of WE and is all-inclusive.

  • Gen Y is multicultural and 34% of Millennials are Hispanics.
  • Gen Y believes that customized options help define personal style.
  • Gen Y is hyper-connected.
  • Gen Y is married to mass media and goes online more than any other generation.
  • Gen Y uses cellphones as an extension of their own body.
  • The average Gen Y’er spends an average of 33 hours on social networks, 31 hours on email, and sends over 700 texts, every month.
  • Their status updates or messages to friends reach hundreds, and because of its instant repetition, they reach greater audiences almost instantly.
  • Gen Y loves communication tools – especially instant messages.
  • Gen Y is interested in social popularity or social status and most of them have not met many of their friends in person – ever.
  • Gen Y is the first generation that can actually measure its popularity.

Gen Y or Millennials: Marketing Tips – What can brands do?

  • Gen Y is hyper-connected

    Gen Y is hyper-connected

    Use their willingness to collaborate and include them in your efforts to build your brand. Once they are a part of it, they will help you share your message.

  • Talk to the Millennials that work for your company and include them on your advertising and PR efforts – they will help you deliver your message for free using their extensive networks.
  • Be mindful of their likes and dislikes when it comes to your brand because they can also share negative messages about it.
  • Remember that online video offers them immediacy, emotion, and interaction.
  • Listen to them online and engage them online 24/7 using Multicultural Market Intelligence Tools.
  • Use these insights to create great products.
  • Market to communities, but emphasize individuality.
  • Generate Word of Mouth: Let them discover your brand.
  • Be real and authentic to your audience in everything you do.

Now, the question becomes, are you truly listening to the Gen Y?

Characteristics of Hispanic Millennials

Characteristics of Hispanic Millennials

Characteristics of Hispanic Millennials

In terms of population size, Millennials are already reshaping the ethnic makeup of the Unites States. According to recent figures from the 2008 Current Population Survey, 44 percent of those born since the beginning of the 80’s belong to some racial or ethnic category other than “non-Hispanic white”. Millennials are revealing themselves to be the demographic precursor to Census Bureau projections showing whites as a minority by 2050: only 56 percent of Millennials are white (non-Hispanic) and only 28 percent of current Baby Boomers who are non-white. Therefore we can say that the younger the group, the higher the proportion of “ethnic” populations.

Characteristics of the Hispanic Millennials

Hispanics are at the forefront of this Millennial diversity:

  • – over 20 percent of Millennials are Hispanics
  • – approximately 86 percent of Hispanics under the age of 18 are born in the U.S. (95 percent of Millennials are U.S. born)
  • – many Hispanic Millennials are the offspring of immigrants
  • – unlike their immigrant parents, this group strongly exhibits a preference for English as their primary mode of communication – this poses an interesting challenge when targeting this group because of the importance of family opinions
  • – 88 percent of second generation Hispanics and 94 percent of third generation Hispanics are highly English fluent (speak “very well”). Many second generation Hispanics tend to be bilingual, but English dominates by the third generation. (Source: Pew Hispanic Center)
    A distinguishing characteristic of multi-ethnic Millennials is their heavily “second generation” orientation (nearly 30 percent are children of immigrants). Since they are more likely children of immigrants than immigrants themselves, the proportion of foreign born Millennials is relatively small when compared to Generation Xers and Baby Boomers. Foreign-born persons comprise 13 percent of all Millennials (includes all those born since the 80s), but they make up 22 percent of the Generation X cohort (born between 1965 to 1979) and 16 percent of Baby Boomers (born between 1946 and 1964).

Hispanics born in the U.S. can be grouped into two distinct marketing segments:

a- the young “millennial” Latinos, children, teens, and young adults born to immigrant parents

b- “traditional Latinos” or those born to Latino families that have been U.S. citizens for two or more generations

The first ones know how to live in both cultures and enjoy doing so. For the second segment, and depending on the market, the levels of value orientation and acculturation vary drastically.  They may be far removed from the Latino culture or their identity as Hispanics can be much more traditional and stronger than expected.

Perhaps more astounding is the casual mix-and-match cultural sensibilities of Millennials. Not content to cleave to any single ethnic or cultural influence, they are free to engage in the variety with no restrictions. One example is “Mashups”—entire compositions reconfigured from samples drawn from disparate musical genres—so popular on mp3 players. Millennial choices in popular culture are drawn from a broad pool of influences, and anything can be customized and suited to one’s personal preferences—just as easily as an iPod playlist. Likewise, the aesthetics of Millennial fashion, movies, and video games increasingly reflect a broad range of influences—from Japanese anime to East L.A. graffiti art.
Today’s young consumer shun direct overtures aimed at appealing to their ethnic background and they tend to discard traditional cultural labels in favor of their own self-created monikers like “Mexipino”, “Blaxican”, “China Latina”.

As a market segment, Millennials are shaking the foundations of advertising and media. Enabled by technology, their lifestyle is characterized by instant text messaging, mobile media, and virtual social networking. Millennials Hispanics are 211% more likely to download content from the Internet than the general population. Over 60% of Hispanic Millennials are online.
Downloads just might be the manner in which Hispanics are attaining and interacting with certain brands for the first time. For example, downloading may be a preferred method to receive media content including local and national news. This is exemplary of a larger phenomena occurring across the youth culture, as people in younger age brackets go online for content typically associated with more ‘traditional’ media, such as movies or television.  Media content providers and marketers have an opportunity to leverage downloading habits and create content that engages Hispanic Millennials and other Hispanics online.

by Claudia “Havi” Goffan

Accessing of social networking sites or blogs also saw significant growth, increasing 2.6 percentage points to 20.8 percent of mobile subscribers.
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