Tuesday, January 4, 2011
Study: Hispanics Are Ideal Online Consumers
Hispanics are the ideal online consumers, which is meaningful because 30 million Hispanics -- or 60% of the U.S. Hispanic population -- are online, and according to comScore, the so-called "digital divide" between Hispanics and everyone else is pretty much defunct.
A new study from comScore, commissioned by Terra -- a Spanish-language media network -- suggests that Hispanics are more active online and more receptive to new technology than non-Hispanics. The research also says the Internet is the main media source of information for Hispanics in terms of services and products.
The study finds that regardless of whether marketing is in-language or not, if it's relevant it will have a more significant influence on Hispanics than non-Hispanics. "While non-Hispanics may tend to look at interactive advertising as intrusive, Hispanics seem to be appreciative of the brands that are trying to reach out to them," per the study.
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