Google has announced it has created a "specialist team" to focus on the U.S. Hispanic market. The Mountain View, Calif. company developed a "methodical approach" to developing best practices that will help advertisers across all industries do a better job connecting with this market segment across search, display and mobile platforms.
U.S. Hispanics are 58 percent more likely to click on search ads, compared with the general population. This market segment is significantly more likely to recall online ads, particularly video ads, when looking for retail-related information. And six out of 10 made a purchase in a store as a result of seeing online advertisements while researching products – 22 percent more than the general population.
U.S. Hispanics connect online. About 86 percent have high-speed Internet connections at home; and 78 percent use the Internet as their primary source of information, above TV and friends and family. While email, product reviews, and shopping are their main online activities, search is the primary online source of information. Seven out of 10 use search engines multiple times daily.
Mobile also has become important to U.S. Hispanics. U.S. Hispanics text at greater rates than the general public, 64 percent vs. 56 percent; download music, 22 percent vs. 15 percent; and access social networks, 12 percent vs. 10 percent, according to Scarborough Research.
This new strategy comes on the heels of Google announcing its intention to add 6,125 employees in 2011. The additional head count will support research and development for search, mobile, display, media and ecommerce.
Source: MediaPost.com, “Google Puts Resources Behind U.S. Hispanic Market,” by Sullivan, Laurie, January 27, 2011,
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