Hispanic consumers have certain predictable values. Some of these are:

• They are family-centric (they seek the opinions of family and friends).
• They are fashion-driven.
• They are brand-conscious.
• They are loyal to retailers and brands.
• They are prone to high referral rate tendencies. (1)

Language Preference

Younger Hispanic Americans have easily assimilated into American society and are very comfortable moving between English and Spanish in life and in television choices. Older and recently immigrated Hispanics often stay with Spanish-language television as an initial choice.(1)

Compared to earlier generations of immigrants, Hispanics are unique in their desire to retain language and culture as crucial elements of self-identity and pride.(8)

Over 1 in 10 U.S. households speaks Spanish in the home.(5)

Products and Shopping

Hispanic consumers prefer products that provide value and credibility.(1)

Hispanic consumers have a different shopping style than Anglo consumers. Hispanic consumers often make shopping a family event and thereby will often shop in groups. So a group opinion can overrule an individual opinion. This is very important for a television creative producer to understand.(1)

Advertising Effects

35% of Hispanics surveyed cited ads as a factor in selecting color cosmetics, compared with 8% of general-market respondents. 55% percent of Hispanics surveyed bought a fragrance because of a magazine scent strip, double the number of general-market respondents who did.(1)

Across 189 products and services, Hispanics are 30 percent more likely to be receptive to advertising messages than are whites.(6)

Brand names matter. It's been reported that 58% of Hispanics think it risky to purchase a brand they are unfamiliar with. Only 40% of Hispanics said they would purchase private-label and generic brands if they found themselves with less money.(1)