Page 12 - HMC 2021 HISPANIC MARKET GUIDE

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All Dayparts Talk & News
41%
+17%
No. of Programs
55
63
Total Social Interactions
2019 2020
Volume of Social TV Activity
Spring 2019 vs. Spring 2020
The Cultural Impact on Brands
According to Kantar’s BrandZ Top 100 Most Valuable Global Brands 2020, acting responsibly is the
single largest influence on a brand’s reputation (49%). Brands see activism as a way of connecting meaningfully with consumers, who take an increasingly activist stance when deciding what
to buy – a trend accelerated by the coronavirus pandemic and the growth of the multicultural majority.
The Commercial Risk of Business Inaction Regarding Racial Injustice
$6 Trillion Buying Power at Risk
Limit the addressable market and the opportunity with high-growing diverse segments: Black ($1.4T), Hispanic ($1.7T), Asian American ($1.2T) and other consumer segments sensitive to inequality.
Silence = Complacency
Silence might be read as complacency with racism and hurt brand reputation and equity, generate consumer attrition.
Future Challenged
Gen Z consumers have higher expectations than Millennials regarding brand action in social issues and spend with these values. Missing them jeopardizes future growth.
How Important is it for you that
the brands you buy from take a stand and act on ending racism in the U.S.?
Spanish-Language Talk & News
No. of Programs Total Social Interactions
64%
30
13,226,546
62%
+71%
Source: Nielsen Social Content Ratings March 1–April 15, 2019 vs. March 1–April 15, 2020
For brand discovery, social media ads and influencer endorsements were mentioned most, followed
by word-of-mouth. When it comes to purchase consideration, word of mouth became most important, followed by advertising and online inspiration. In the final path to purchase phase, 74% of Gen Zers and their parents go online, primarily to search for more information or head
to a marketplace sales site. 55% of those going
to a marketplace site will go to Amazon, and 35% of non-Hispanic Blacks and Hispanics will go to Walmart, compared to 28% of non-Hispanic whites. Interestingly, 10% of Hispanic teens will go to Target, compared to only 2–3% of other segments.
What’s Next? 74% Go Online
30% to search for more info
20% head to a marketplace site or Target
Extremely/Very/Somewhat
AMAZON
ALL
WALMART
28%
60
50
52%
22,595,250
12,295,554
14,441,885
80 13–49 70
NHW NHB/HISP 40
30
...and 10% of HISP teens go to Target v only 2-3%
of other segments
QS2 You’ve decided to buy something but aren’t sure yet what brand/style/model etc.
What is the 1st thing you do? BASE: 1,220 25-49 Parents of 8-12 aged kids + 1,19813- 17s + HMC 2020 qualitative. QS3: Which big marketplace or Target do you go to all or most of the time? BASE” GO TO ONLINE MARKETPLACE SITE OR TARGET AS 1ST PLACE TO CHECK: 237 25-49 Parents of 8-12 aged kids + 201 13-17s
20 10
0
Gen Z
Millennials Xers
Boomers
79%
78%
65%
55%
35%
61%
Source: Kantar U.S. Monitor, August 2020 Top 3 box on a 5 pt. scale
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HMC 2021 HISPANIC MARKETING COUNCIL