The Marketer's Guide to Hispanic Millennials

There are 24 million Hispanic Millennials in the United States, comprising 40% of the total U.S. Hispanic population. On top of this, 80% of U.S. population growth between 2015 and 2020 will come from minorities, with Hispanics accounting for more than half of this growth. Hispanic Millennials are no longer a small sub-segment of the U.S. economy, they are a driving force.


Viant’s new report, The Marketer’s Guide to Hispanic Millennials, provides a multidisciplinary look at this bicultural group, with insights on how Hispanic Millennials interact with brands on social media, who their biggest influencers are, what TV shows they watch, and more.


  • Research Snapshot:
  • Hispanic Millennials are 2x more likely to drink bottled Starbucks drinks
  • Hispanic Millennials spend roughly $207 quarterly on Amazon and $102 at Sephora
  • 81% decide where to shop based on whether they can use a smartphone or store card coupons
  • Hispanic Millennials are 30% more likely to be registered as Democrats


Download the report to learn more.


With questions on the report's research findings, or for press and media inquiries, please contact Viant's Marketing & Communications team at