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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.
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Katherine Taken Smith
Dr. Katherine Taken Smith is an assistant professor of marketing at Texas A&M University, Corpus Christi. Her academic record includes numerous professional journal articles, research grants, books, conference presentations, and awards for teaching and research. Her research interests include digital marketing, mobile marketing, and corporate social responsibility. Her work has been cited over 1600 times, as shown on Google Scholar.