¡Hola! The New High-Tech Latino Client
Over 52 million strong, Latinos are no longer just a sub-segment of the American legal economy, but a prominent driver of economic growth and trends. Smart law firm marketers will court this fast-growing population of consumer clients.
Contrary to false stereotypes, Latinos are more tech-savvy than the general population. According to Nielsen's State of the Hispanic Consumer: The Hispanic Market Imperative report, as compared to the general population:
- 60 percent of Latino households own a video- and Internet-enabled cell phone (compared to 43 percent of the general population).
- Hispanics spend 68 percent more time watching video on the Internet, and 20 percent more time watching video on their mobile phones.
- Latinos are 21 percent more likely to post links, articles, videos and websites online.
- They are 17 percent more likely to write or update a personal blog.
- They are 7 percent more likely to have one or more social networking profiles.
With a buying power that will reach $1.5 trillion in three years, according to Nielsen, the U.S. Hispanic market would be one of the top 20 economies in the world, if it were a standalone country. Latinos are buying homes, consumer goods, dinners in restaurants, financial services, cars — and legal services.
Latinos accounted for 23 percent of consumers who sought an attorney during the past year, according to new research conducted by The Research Intelligence Group (TRiG)* -- more than any other minority demographic.
The arrival of Justice Sonia Sotomayor to the U.S. Supreme Court was symbolic of the emergence of Latinos in the law. Hispanic Americans share many of the same legal needs as other consumers, from incorporating family businesses to drawing up wills and dealing with family law issues. Additionally, Latinos are concerned with legal issues involving immigration, refugee status, notary fraud, access to equal housing and voting rights.
LexisNexis can help lawyers in small firms reach the young and fast-growing Latino demographic in several ways:
Latinos will contribute more than half of all population growth in the United States over the next five years, and they are the fastest growing ethnic segment, according to Nielsen. Successful lawyers will be the ones who devote adequate resources to identify and pursue Hispanic market opportunities.
*Based on a survey of 4,000 adult Internet users (Internet users comprise 78% of the U.S. adult population** and the U.S. adult population comprises 235 million according to the U.S. Census 2010) conducted by The Research Intelligence Group (TRiG), March 2012. **According to The Pew Research Center's Internet & American Life Project's Spring Tracking Survey conducted April 26-May 22, 2011.
Also check out these previous posts:
Leave a Comment