Pundits were predicting that the Hispanic vote would put Hillary Clinton over the top and into the White House. While that didn’t happen, Hispanic Americans continue to be a growing force, both in the electorate and in consumer markets. How many reasons are there for marketers and researchers to make understanding Hispanics a top priority? The answer is 57 million – the nation’s Hispanic population. With this in mind, MediaPost columnist Lee Vann looked at voter statistics to frame a few broader insights.
- Nationally, Hispanics made up 12% of eligible voters – 27.3 million total.
- With nearly one million Hispanics in Florida casting ballots in early voting, “this year’s election clearly showed that Latinos can be united, motivated, and mobilized by clear and relevant messages.”
- Accounting for 10% of registered voters in Connecticut and Illinois – and more than 7% in Massachusetts, Idaho, Rhode Island, and Hawaii – Hispanics have become a major presence all across the United States.
- Hispanics are avid mobile adopters, so when marketers and market researchers think about sending those “clear and relevant messages,” they need to think about sending them via smartphone.
If you’re looking to appeal to Hispanic Americans, it’s important that you keep them top-of-mind as you develop your market research strategy. Once you’re able to develop the right message for this growing voter and consumer group, you also need to make sure you’re presenting your value proposition through the right marketing channels. And that’s true whether you’re trying to sell a candidate or a product.