Eliana Murillo, Head of Multicultural Marketing at Google, has posted an article on the Think with Google‘s forum that shows the conclusions derived from a new research conducted by Google in July, 2015. The study analyzed online behavior and preferences of Hispanics, which they call “Super Consumers” based on census data estimates that projects U.S. Hispanics will reach $1.5 trillion in buying power by 2015, a 50% increase from 2010.

Google partnered with Ipsos MediaCT to study how language and culture influence brand consideration, trends in mobile habits, and variables that impact purchasing decisions. More than 4,500 self-identified U.S. Hispanics ages 18–64 were recruited online or in person to complete this online survey. It explored their online behavior and preferences about online sources, digital ads, and of course: search.

It’s all about SEARCH

Search is the top online resource used by U.S. digital Hispanics for gathering information about a purchase, and many of these searches are done on mobile. U.S. digital Hispanics turn to online sources to inform their purchases more than the general online population. They also pay 20% more attention to ads and take action than the general population.

Hispanic, regardless of language

Hispanic consumers are highly bilingual online. Spanish is still important: Spanish keyword searches increased from about 65% to 200% across key categories, such as auto, food, beauty, and others in less than five years. 70% of survey respondents said it’s important for a website’s content to be culturally relevant. All these facts make more important than ever for any business wanting to tap into this audience to have a Hispanic friendly content strategy in place. 41% feel more favorable about a brand that aims to be culturally relevant.

Some of the findings include:

• U.S. digital Hispanic consumers are going online, and they’re increasingly turning to search.
• High rate of ownership and use of smartphones among Hispanic consumers.
• More than half of U.S. digital Hispanic consumers who use online sources do so using their smartphones.
• U.S. digital Hispanics use online sources at a higher rate than the general online population (54% vs. 46%), from inspiration to purchase.
• 70% of survey respondents said it’s important for a website’s content to be culturally relevant when they’re gathering information about a purchase.
• Regardless of language, 88% pay attention, and 41% feel more favorable about a brand that aims to be culturally relevant.

According to Google’s survey respondents, some of the most important aspects that make a content appealing are: Food, traditions, holidays, and family. They also want to be portrayed tastefully, see celebrities and influencers that reflect them and they also like creative that appeals to them culturally, including relevant music and video content, regardless of language.

Read Eliana Murillo’s original article here.