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  • 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.


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