Latino Micro Trends 2010-2015: Trends 5 & 6

Posted by George San Jose in Multicultural Marketing, Total Market | 5 comments

Music on the Go: If you want to understand new forms of mobile behavior in the general market, then Hispanics is a group to watch. They listen, download and transfer music on, to, and from mobile phones at levels high above the national average (160-plus index points, according to ComScore 2011 reports). Likewise, checking entertainment for making purchase decisions on the go is spearheaded by Hispanics – the most wireless ethnic group in America, according to government’s CDC. As mobile culture creates havoc in people’s (re)scheduling agendas updated according to last-minute texts on the go, shopping patterns likewise become disrupted, based on spontaneous, improvised and on-the-spot decisions. Brands capitalizing on the immediate power of digital technologies can enjoy an advantage in the marketplace. In such ephemeral environments, music can provide a lasting way to connect with people.

Gothic in the Mainstream: Have you noticed more horror movies lately? It is probably related to Latinos as a heavy segment of movie goers: 28% of all frequent goers (for all movie genres) in the U.S., according to Nielsen. In the wake of gothic subcultures among Hispanics, they enjoy horror movies, as indicated by Latinos comprising 42% of the opening audience for “The Unborn” nationwide, and 54% for “The Last Exorcism” in the LA market. In Chicago, horror movie TV host Svengooli has strengthened his position thanks to the Hispanic audience. Sociologically, horror movies play on anxieties of the population. In the case of Latinos, departing from a Catholic background is often met with fears of separation (and even deportation), cinematically represented as horrible dismemberment and religious hysteria. With U.S. Census reports confirming the continuous growth of the Latino population, Hollywood investors will be tempted to release more scary movies in years to come. In addition to conventional ways of positioning brands across entertainment and art, a more subtle approach involves a deeper psychoanalysis of collective moods, by which brands can proactively explore the emotional undertones of a period, thus building a strong connection with consumers.

 Check back next week for the final Latino Micro Trend for 2010 – 2015!