- Author: HispanicAd.com
Hispanic Americans are foreshadowing the future of media in the U.S., and for advertisers and marketers seeking to tap into the increasing spending power and cultural impact of this growing audience segment, digital media is the key. Hispanic Americans spend more time online and are more receptive to advertisements in general than non-Hispanic Americans.
Research findings from Specific Media and SMG Multicultural include:
- Hispanic Americans spend more time shopping online in general. Hispanic Americans spent 83 percent more time on the Internet than non-Hispanic Americans, and they also spend nearly...
The debate rages on. As marketers think about how to execute Total Market digitally, they often ask themselves what language is best to reach online Hispanics. Some have argued that “English is the official language of the Web, even for Spanish-dominant Hispanics.”
According to Captura Group, research to illustrate why both English and Spanish is imperative for reaching online Hispanics. The research can be divided into two buckets:
In What Language Do Hispanics Consume Internet Content?
Most of the recent research indicates that a large number of Hispanics consume Internet content in both English and Spanish.
- Posted By: Myriam Grajales-Hall
- Written by: Felipe Korzenny
Listening to radio is a favorite activity of Hispanics and African Americans. In particular, listening to the radio has a long tradition in Latin America where radio is the town crier and the central point of communities where people find lost items, find jobs, get announcements, news, etc. Clearly also, music is a great part of the tradition of listening to the radio. I have been curious as to whether or not Internet radio has continued that tradition or not.
In Spring 2011 a Multicultural Marketing study at Florida State University asked consumers of different cultural backgrounds to tell us “In an average week about how...
- Posted By: Myriam Grajales-Hall
- Written by: Lee Vann - Captura group
The release of the 2010 Census has re-ignited the debate about which language is best for reaching US Hispanics. With US born Hispanics now outnumbering foreign-born Hispanics, the voices of proponents of using English are growing louder. Vann’s advice is to figure out the language preference of your target audience and use that language, be it English or Spanish.
When it comes to the Hispanic online market, most studies indicate that half of the 31 million Hispanics online prefer English while the other half prefers Spanish or are bilingual. Using common sense and some quantitative data from comScore, Vann came up with
- Posted By: Lisa M. Rawleigh
- Written by: Florida State University's Center for Hispanic Marketing Communication
Latinos are online they are more likely than other cultural groups to innovate in the digital space, says a multicultural marketing study from Florida State University's Center for Hispanic Marketing Communication.
The study found that Hispanics who prefer to answer in English are more likely to have a blog than anyone else, and very close to Asians. Perhaps even more surprising is that Latinos who prefer to answer in Spanish are more likely than anyone else to have a website of their own.
We have found this tendency over the past 5 years, and it continues. It would have been expected that over time, members of other cultural groups would catch up and even out the field. That has not been the case. What that tells us...