Spanish-speaking radio is the fastest growing segment in America today. Salsa music, Latin entertainers and food are becoming, if not already, an established cultural entity in the lower 48 states. Hispanics live in two worlds here in America, one in Spanish with strong ties to family and culture and the other here in English. The most impressive demographic, however, is that Latinos are more receptive to, are non-jaded and perhaps more willing to understand marketing messages, whatever the product or service. In fact, Hispanics online tend to be better educated, younger, own a credit card and consume fewer hours of Spanish media and prefer English.
Cultural implications abound.
They will be more spiritual, loving and mega-brand conscious. This mega-brand consumer change is very powerful in today s information age. The key to reaching Hispanic targets in the future is lifestyle marketing messages, digital alliances and packaging products and services to specific consumer needs in both Spanish and English. Those who do these items will ride the wave and those that don t will get washed over. I should have paid more attention to my Spanish classes in school.