top of page
  • Writer's pictureSarah Mariana

The Latino Mosaic: Surprising Social Media Preferences and Digital Habits of Gen Z among Latinos

Dive into the Latino market's preferences from TikTok usage to Smart TV/Streaming trends. Discover how Gen Z Latinos interact with digital media and the importance of referrals in marketing.

Gen Z taking a photo on a disposable camera

Who is Generation Z?

Generation Z refers to those born from the mid-1990s to the early 2010s. As digital natives, they're the first generation to grow up with technology and social media from an early age.

What is TikTok?

TikTok is a social media platform that allows users to create and share short videos, often accompanied by music. It's a favorite among Gen Z Latinos.

TikTok and Latino Audiences

The study titled "The Latino Mosaic" reveals Latinos' preference for TikTok, with 48% using the platform daily. They're also discovering new brands on TikTok, with 20% reporting such findings.

The Rise of Smart TV/Streaming

For Latino audiences, the top growing area for video is Smart TV/Streaming platforms like Amazon Fire, Roku, Google Chromecast, Apple TV. They're engaged on Vimeo and Facebook, reflecting a diverse media landscape.

Trust in Personal Referrals

Latinos often call friends or family for advice, making word-of-mouth and referrals a vital marketing channel. Widening your audience reach is key for effective referrals.

Interesting Facts about Spanish Speakers and Digital Engagement

  • 66.4% clicked on text ads within Google's search results in the past 12 months.

  • 65.9% took action after seeing an ad on a social media site or app.

  • 61.2% responded to video pre-roll ads in the past year.

  • 60.3% responded to digital display ads in the last 12 months.

  • Many have a company name in mind when searching for a business online.

Television and Music Preferences

Despite the rise in social media, 42% of Latinos watch broadcast television daily. Meanwhile, 38% of Gen Z Latinos say music is their top passion point, a shift from baby boomers who prefer sports.

Brand Loyalty and Heritage

Latinos' brand loyalty is often tied to a respect for their Latino heritage, with 57% attributing loyalty to this factor.

The insights from "The Latino Mosaic" study and digital engagement statistics offer a nuanced view of the Latino market. Understanding these preferences enables brands to create more effective and culturally resonant marketing strategies.

Article based on the research study "The Latino Mosaic" conducted by the U.S. Hispanic Chamber of Commerce (USHCC) and Chemistry Cultura.

bottom of page