No two consumer groups are identical in behavior or belief. Whether the differences are due to gender or politics, education or ethnicity, brands know that what might appeal to one crowd of potential shoppers won’t appeal to another.

With an estimated 55 million Hispanic people living in the United States, new data from YouGov Plan & Track uncovers ways Hispanic consumers aged 18-plus living in America differ from the general public.

When it comes to advertising, 61 percent of Hispanic adults say that posters and billboards help them become aware of new products and services, compared to 49 percent of all U.S. consumers aged 18-plus.

YouGov also identifies differences in how different consumer groups interact with brands. For example, Hispanics residing in the US are more willing than the general public to endorse Corona and Patron. When it comes to suggesting what someone should drink at a party, barbecue, or after work during happy hour, Hispanic adults currently residing in America are more likely than the general US public to recommend a product from Mexico.

At present, 39 percent of Hispanics would recommend Corona to a friend or colleague, compared to 24 percent of the general public — a difference of 15 percentage points. Meanwhile, 23 percent of Hispanics endorse Dos Equis. The same is true for 14 percent of all American adults, resulting in a nine-point gap.

Overall, Hispanics are also slightly more likely than the general public to encourage friends and colleagues to try Heineken, Heineken Light, and Bud Light.

As for liquor brands, 28 percent of Hispanics living in the US recommend Patron, compared to 18 percent of the general public. The difference in recommendation levels for Jose Cuervo is nine percentage points, with 27 percent of Hispanics and 18 percent of US adults at large standing behind the Mexican tequila. Bacardi ranks highest among Hispanics (32% recommend it), but the rum also does relatively well among the general public (25%).

Additional numbers from YouGov Plan & Track indicate that 39 percent of Hispanics enjoy going to bars to drink, compared to 27 percent of the general public. At the same time, 37 percent of Hispanics report that they are usually happy to drink whatever everyone else is having, compared to 28 percent of all US adults.

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