Humans are diverse and vibrant. It’s their individual attributes that make life interesting — and what keeps marketers on their toes. You can’t use
a one-size-fits-all approach to your audience, even when they’re segmented into a singular cultural group such as “Hispanic Americans.”
UNDERSTANDING THE NUANCES OF HISPANIC AUDIENCES
At Resonate, our consumer intelligence dives deep into the nuances of individuals to help brands and agencies segment, plan, and strategize around cultural differences and sensitivities. We know you need to tap into evolving cultural microsegments in order to build an effective multicultural strategy. We recognize that marketing to the real-time
values and motivations of microsegments is the most effective way to engage consumers and build not just brand loyalty, but brand love.
In this report, we’ll explore various Hispanic audiences in the United States: Mexican Americans, Cuban Americans, and Puerto Rican Americans. While they share some
similarities, there are also critical differences that help you design and develop more resonant products, services, offers, and advertising. Our granular, human-level data helps you dig deep into the unique behaviors, values, and preferences of these segments. And, while we’ll keep it high-level with these Hispanic audiences, know that you could look at
a 25–34 year-old Mexican American male who resides in Virginia, values family and romantic love, watches baseball and roots for the Washington Nationals, has a Netflix
subscription where he regularly binge-watches Schitt’s Creek, works full-time, and buys sustainable, cost-effective products specifically for the holiday season. Yes, our data goes
that deep.
Resonate data helps fuel successful multicultural marketing strategy, brand planning, product development, messaging, segmentation, and customer experience . Now, let’s
get to know a few of the Hispanic audiences driving consumer spending today.
This group is more likely to be driven by the pursuit of excitement, influence, and romantic love. Infuse confidence, prestige, power, and ambition into your
messaging to resonate with their top values.
TOP PERSONAL VALUES
HOW CAN YOU CONNECT WITH MEXICAN AMERICANS BY TAPPING INTO VALUES AND DRIVERS?
TOP PSYCHOLOGICAL DRIVERS
AUTHORITY: ����������������
INFLUENCE: �����������������
ACHIEVEMENT: ������������������������������ �����
LIVING AN EXCITING LIFE
CREATIVITY ROMANTIC LOVE
This group is more likely to be driven by preserving traditions and customs. Incorporate themes of family, religion, and culture into your messaging and tap
into their creative side with innovative, clever copy and design.
HOW CAN YOU CONNECT WITH PUERTO RICAN AMERICANS BY TAPPING INTO VALUES AND DRIVERS?
This group wants to keep the peace through harmony, compromise, and respect from others. Emphasize understanding and honoring family in your
creative. But don’t forget their independent streak — the idea of opportunity and freedom of choice will go a long way.
+
+
+
TOP PERSONAL VALUES
TOP PSYCHOLOGICAL DRIVERS
AUTHORITY: ����������������
TRADITION: �����������������������������������
CREATIVITY: ����� ��������������
RESPECT FROM OTHERS
LIVING AN EXCITING LIFE
CREATIVITY
TOP PERSONAL VALUES
TOP PSYCHOLOGICAL DRIVERS
CONFORMITY: ������������������������ ����������
INDEPENDENCE: ����� ���
����� �����������
ACHIEVEMENT: ����������������������������� ����
RESPECT FROM OTHERS
TRUST FROM OTHERS
EXPRESSING INDIVIDUALITY
COMPARED TO OTHER HISPANIC AMERICANS
DEMOGRAPHICS AND VALUES Using the 13,000+ attributes available within the Resonate Ignite Platform,™ we are
able to look at the demographics, behavioral data, and lifestyle decisions that differentiate segments within a larger population. Layered with values and drivers, we can tap into the core being of a human to inspire connection and love of brand.
HOW CAN YOU CONNECT WITH CUBAN AMERICANS BY TAPPING INTO VALUES AND DRIVERS?
CUBAN AMERICANS ARE MOST LIKELY TO SPEAK SPANISH AT HOME COMPARED TO
OTHER HISPANIC AMERICANS
COMPARED TO OTHER HISPANIC AMERICANS
COMPARED TO OTHER HISPANIC AMERICANS
MORE LIKELY TO BUY PRODUCTS THAT ARE:
LESS LIKELY TO BUY PRODUCTS THAT ARE:
COST-EFFECTIVE
PRACTICAL
EASY-TO-USE
WHERE YOU’LL FIND HISPANIC MICROSEGMENTS
If you’re going to target the right microsegment audience on the right channel on the right device and at the right time, you need to go deep into their media
habits. Here’s just a peek at the real-time behavioral data we have on these three Hispanic microsegments.
MEXICAN AMERICANS COMPARED TO OTHER HISPANIC AMERICANS
MORE LIKELY TO BE ON TIKTOK
MORE LIKELY TO WATCH COMEDY CENTRAL
MORE LIKELY TO SUBSCRIBE TO PLUTO TV OR PEACOCK
MORE LIKELY TO WATCH TV ON A MOBILE PHONE
MORE LIKELY TO USE PHOTO SHARING APPS
MORE LIKELY TO BE ON TWITTER
MORE LIKELY TO WATCH STARZ OR BRAVO
MORE LIKELY TO SUBSCRIBE TO HULU
MORE LIKELY TO WATCH TV ON A COMPUTER
MORE LIKELY TO USE GAME APPS
MORE LIKELY TO BE ON LINKEDIN
MORE LIKELY TO WATCH FOX NEWS OR DISCOVERY
MORE LIKELY TO SUBSCRIBE TO HBO NOW
MORE LIKELY TO WATCH STREAMING TV
MORE LIKELY TO USE TRAVEL APPS
PUERTO RICAN AMERICANS COMPARED TO OTHER HISPANIC AMERICANS
CUBAN AMERICANS COMPARED TO OTHER HISPANIC AMERICANS
POPULAR
INNOVATIVE
MEXICAN AMERICANS
MORE LIKELY TO BUY PRODUCTS THAT ARE:
LESS LIKELY TO BUY PRODUCTS THAT ARE:
COST-EFFECTIVE
ENERGY-EFFICIENT
PRACTICAL
POPULAR
UNIQUE
PUERTO RICAN AMERICANS
MORE LIKELY TO BUY PRODUCTS THAT ARE:
LESS LIKELY TO BUY PRODUCTS THAT ARE:
FAMILIAR
ENERGY-EFFICIENT
SUSTAINABLE
FUN/EXCITING
PRACTICAL
CUBAN AMERICANS
PURCHASING BEHAVIORS
NEARLY 80% OF MEXICAN, PUERTO RICAN, AND CUBAN AMERICANS SAY
FAMILY TIME IS THE BEST TIME OF THE DAY.
YOUR MESSAGING TO THESE SEGMENTS SHOULD REFELCT A FAMILY-FRIENDLY APPROACH.
“ALL THREE GROUPS CITE BEST PRICE/SALES AS THE PRIMARY
REASON TO SELECT A RETAILER.”
When you’re developing strategy, product, and creative to target one of these multicultural microsegments, it’s critical to know the types of products that they’re most likely to grab off the shelf or click “add to cart.” Their most and least important purchase influences vary from segment to segment, showing
us yet again that you cannot assume all Hispanics make decisions based on the same criteria.
Resonate is a pioneer in A.I.-driven consumer data & intelligence. The Resonate Ignite Platform™ seamlessly enriches any data with the deepest understanding of the U.S. consumer and then integrates into the marketing ecosystem to drive insights into action. Resonate Elements, our proprietary consumer data set, has more than 13,000 attributes, including the Human Element that describes why consumers choose, buy or support certain brands, products or causes. Hundreds of leading brands and agencies use Resonate to better understand their customers and prospects and power decision-making from strategy and execution to drive growth and revenue across the customer lifecycle.
SEE IT IN ACTION
ABOUT RESONATE
CONCLUSIONENGAGING YOUR TARGET AUDIENCE REQUIRES A DEEP,
NUANCED UNDERSTANDING
We live in a melting pot where language is no longer the key differentiator for marketers to rely on when marketing to multicultural audiences. We must go deeper
and understand the culture behind the language and, beyond that, the unique values, motivations, preferences, and behaviors of consumers as individuals. It's never been
more important for marketers to respect these cultural differences as we market to and develop strategy for a diverse and growing audience .
This look at the differences in demographics, behaviors, motivations, values, and psychographics that drive Mexican Americans, Puerto Rican Americans, and Cuban
Americans gives you an idea of why it’s critical to develop a highly targeted multicultural strategy. These groups may be similar but they are not the same . They have different preferences, traditions, and motivations — and you need to recognize
these on a granular level.
Resonate provides real-time, relevant data in the Ignite Platform™ on more than 13,000 attributes, scaled to more than 200 million U.S. consumers at the individual level.
These are the freshest, most relevant insights available and they drill down on the nuances and key differences between microsegments that should be in your customer
experience, messaging, and creative.
WANT TO SEE JUST HOW DEEP OUR DATA GOES? LEARN HOW ONE AGENCY WORKED WITH A NATIONAL WELLNESS BRAND
TO TAILOR HYPER-TARGETED MESSAGING IN TWO CORE MARKETS:
