If you’re anything like the Smartling team, you’ve been grooving to this year’s summer anthem, Daft Punk’s “Get Lucky,” through most of the hottest months so far.
Well, that isn’t the only noteworthy number one hit of the summer. Spanish-language network Univision recently hit the number one spot for viewers aged 18 to 49 in July, beating out Anglophone channels Fox, NBC, and CBS.
Did Univision make a strategic move, or did they just happen to get lucky?
Actually, it’s the third summer in a row that the network has beat out its English-language competitors, and it isn’t really a surprise that Univision is so successful — after all, the Hispanic population currently accounts for 16.7% of the U.S. population, or 52 million people, and will have $1.5 trillion in purchasing power by 2015.
But here are some things that might surprise you: 1) The Hispanic market is of growing importance for luxury brands; 2) B2B marketers are increasingly dealing with Hispanic business owners and executives, and 3) Mobile adoption is actually higher among Hispanics than among the non-Hispanic U.S. population.
These and other important facts about the Hispanic marketing strategy were highlighted in a piece that Smartling just published over at Harvard Business Review.