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Hispanics More Receptive To Online Advertising

 RESTON, VA, -  Digital marketing firm comScore, Inc has released results of a study of U.S. Hispanic consumers, including insights into their online behavior and engagement with advertising. The study found that U.S. online Hispanic consumers’ sentiment towards, and response to, advertising often varies significantly from Non-Hispanic online consumers, providing critically important insights for brands looking to reach and engage this dynamic consumer segment. 


“The U.S. Hispanic online marketplace is a fast growing and potentially lucrative sector that marketers cannot ignore,” said Josh Chasin, comScore chief research officer. “Online Hispanics are younger and more acculturated than their offline counterparts and they are quite receptive to advertising when it is sufficiently engaging. What’s especially interesting is that engagement with advertising has more to do with narrative elements and storytelling than it does with actually running the advertisement in Spanish.”

U.S. Hispanics Online More Receptive to Advertising than Non-Hispanics Online

A look at U.S. online Hispanic consumer sentiment and engagement with advertising revealed often dramatic differences when compared with Non-Hispanic online consumers. U.S. Hispanics were more likely to find advertisements enjoyable and entertaining than their Non-Hispanic counterparts. Specifically, 48 percent of U.S. Hispanic consumers expect advertising to be entertaining and 31 percent enjoy watching advertisements, compared to 39 percent and 19 percent of Non-Hispanics. Hispanics were also more likely to recall advertising, with 35 percent stating they remembered advertised products when shopping, compared to 22 percent of Non-Hispanics. Advertising was also more likely to influence Hispanic consumers’ product decisions when buying for their children with 30 percent stating that advertising helped them choose products to buy for their children, compared to 15 percent of Non-Hispanics.

Q: Please indicate how strongly you agree or disagree with the following statements about advertising (top-2 boxes)
June and October 2010, Persons Age 13+
Source: comScore Custom Study on the US Online Hispanic Market
  Percent of Consumers
U.S. Hispanic Non-Hispanic
Expect advertising to be entertaining 48% 39%
Remember advertised products when shopping 35% 22%
Enjoy watching advertisements 31% 19%
Advertising helps me to choose products to buy my children 30% 15%
More inclined to buy from a company that sponsors events 26% 14%

 

Additional findings from comScore include:

  • More than half (52 percent) of U.S. Hispanics online prefer English as their primary language, with 26.1 percent choosing bilingual and 21.9 percent preferring Spanish as their primary language.
  • Hispanic Internet users tend to be younger than their non-Hispanic counterparts. The average age of a Hispanic Internet user is 31, compared to 34.5 for a non-Hispanic Internet user.
  • When asked about Hispanic-themed advertising, approximately 50 percent of Hispanic online consumers prefer the advertisement to be in English, while 28 percent have no language preference.


About comScore

comScore, Inc.  is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. 


STORY TAGS: HISPANIC, LATINO, MEXICAN, MINORITY, CIVIL RIGHTS, DISCRIMINATION, RACISM, DIVERSITY, LATINA, RACIAL EQUALITY, BIAS, EQUALITY



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