July 10, 2020         
Alzheimer's Helpline Expanding Hours to Provide Greater Support to Individuals and Family Members Starting This Saturday   •   Wells Fargo Names Kristy Fercho to Lead Home Lending   •   Emily Blunt virtually hosts 14th Annual American Institute for Stuttering's Freeing Voices Changing Lives Gala Featuring Vice Pr   •   Paul Quinn College, Minerva Project Announce Urban Scholars Program Launching Fall 2020   •   Métis Nation Second World War Hero Honoured in Victoria   •   KiwiTech Launches Black Entrepreneurs Matter Demo Day Series to Support Black Lives Matter   •   KCP Distributes KOCOWA on Cox   •   John Shumate Named to The National Black Lawyers 'Top 40 Under 40' in Arizona   •   Citizenship change benefits couples with fertility issues and same-sex couples   •   Urban League Teams With Ri-Karlo Handy To Create Below-The-Line Jobs Pipeline To Hollywood   •   IAVI and Scripps Research Join Efforts with the U.S. National Institutes of Health to Expedite Development of Globally Accessibl   •   Ziegler Closes $22,500,000 Financing For Beacon Hill At Eastgate   •   The Meet Group Announces Safer Dating Advisory Board   •   Wells Fargo Launches $400 Million Small Business Recovery Effort   •     Pfizer Pledges $100 Million to New Industry Fund to Help Fight Growing Threat of Antimicrobial Resistance   •   Washington Prime Group Properties Honor Class of 2020 Through Creative #ScholarSpree Campaign   •   The WNET Group's Camp TV Brings Day Camp to Children Nationwide on Public Television Beginning July 13 (check local listings)   •   Hilton Announces Second Quarter 2020 Earnings Release Date   •   Rethink Impact Closes $182M Fund II, Making it the Largest, U.S. Venture Capital Firm Investing in Female-Led Tech Companies Tac   •   Drive-In Theater Concert Tour Gives Back to The Salvation Army
Bookmark and Share

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



Back to top
| Back to home page
Video

White House Live Stream
LIVE VIDEO EVERY SATURDAY
alsharpton Rev. Al Sharpton
9 to 11 am EST
jjackson Rev. Jesse Jackson
10 to noon CST


Video

LIVE BROADCASTS
Sounds Make the News ®
WAOK-Urban
Atlanta - WAOK-Urban
KPFA-Progressive
Berkley / San Francisco - KPFA-Progressive
WVON-Urban
Chicago - WVON-Urban
KJLH - Urban
Los Angeles - KJLH - Urban
WKDM-Mandarin Chinese
New York - WKDM-Mandarin Chinese
WADO-Spanish
New York - WADO-Spanish
WBAI - Progressive
New York - WBAI - Progressive
WOL-Urban
Washington - WOL-Urban

Listen to United Natiosns News