Abstract

Besides being the second largest ethnic group in the United States, Hispanics are the youngest major ethnic group. As a result, Hispanic consumers are emerging as a robust market segment. Young Hispanic consumers are part of the generation known as Digital Natives. This emerging generation has acclimated to their surrounding culture, resulting in different behavior than their ancestors. It is common for them to use their mobile devices to gather product information and make purchases. The findings of this study reveal that the advertising preferences of Hispanic Digital Natives reflect a practical orientation. They want to know how a product works and how it will benefit them. ‘Real life’ scenarios are preferred over unrealistic ones. This group would rather an ad reflect their status as ‘young adult consumers’ instead of ‘Hispanic consumers’. Recommendations are provided to help marketers create mobile advertising that will resonate with Hispanic Digital Natives.

摘要

西班牙裔除了是美国第二大族群外，也是最年轻的主要族群。因此，西班牙裔消费者正在成为一个强大的细分市场。年轻的西班牙裔消费者是被称为数字原住民这一代的一部分。这个新兴的一代已经适应了他们周围的文化，导致他们的行为与他们的祖先不同。他们通常使用移动设备收集产品信息并进行购买。这项研究的结果表明，西班牙裔数字原住民的广告偏好反映了一种实用取向。他们想知道产品是如何工作的，以及它将如何使他们受益。“现实生活”场景比不切实际的场景更受欢迎。这个群体宁愿广告反映他们作为“年轻成年消费者”而不是“西班牙裔消费者”的地位。