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