Francisco Cárdenas of Richards/Lerma: There’s a unique Hispanic digital culture beyond language

In the U.S. there are 56 million Hispanic under the age of 30 years old, young people eager for technology and influencers setting the country’s trends. These are some of the findings of a study developed by Francisco Cárdenas, Digital Strategy Director at Richards/Lerma aiming to examine the U.S. Hispanic audience. “Advertisers see a clear opportunity and recognize the power of this group, therefore is crucial to connect with them. But they ignore that the language to do this is the code, the digital code” Cardenas said. Hispanics tend to use more mobile devices when purchasing and are more socially driven than any other U.S. multicultural group, states the studio. “There is in place a unique Hispanic digital culture that goes beyond language and that clearly is overcoming clichés created by advertisers in the past. Hispanics in the digital space have been frequently treated as an anonymous group without a real insight about the way to communicate with them” Cardenas explained. “But Hispanics have emerged from this anonymous digital world and in 2016 we’ll see more development than ever.”