Wednesday, November 17, 2010
U.S. Online Hispanic Consumers More Likely to Have Positive Association With Advertising Than Non-Hispanics Online
Download image RESTON, Va., Nov. 17, 2010 /PRNewswire/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today 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. These findings among others will be presented by comScore chief research officer Josh Chasin in a live, complimentary webinar, A Closer Look at the U.S. Hispanic Online Audience, on Thursday, November 18. For more details and to register, please visit:
"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.
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