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The digitally savvy English language Dominant Hispanic

Posted by Elena del Valle on May 2, 2012

Why marketers need to realign their current Hispanic digital practices to better engage this consumer
By Maria Lopez-Knowles
President
GlobalHue Latino

Maria Lopez Knowles, president, GlobalHue Latino

Maria Lopez-Knowles, president, GlobalHue Latino

Photo: GlobalHue Latino

Early on in the digital age, some brands realized that the online Hispanic market was a key growth opportunity for their products and services, and decided to expand their web presence to engage this segment. Many assumed (and continue to assume) that since most of their other Hispanic marketing was done in Spanish that it made perfect sense to build out their corporate websites to include a Spanish-language only site; sounds reasonable.

Many companies developed their digital ecosystems (including Spanish-language content/site) with the hopes of driving greater engagement, e-commerce and advocacy via their online Hispanic consumer base. Some have been confounded at their results to date; many, completely disappointed.

Click to read the entire article The digitally savvy English language Dominant Hispanic

More poor, uneducated Latinos access internet

Posted by Elena del Valle on January 6, 2010

Click on image to enlarge

While broadband internet access from home increased among whites, blacks and Hispanics, Latinos showed the most significant increase in internet use from 2006 to 2008. Although there are fewer Latinos online than whites in 2008, 10 percent more Latinos were online than two years before. Internet use among Latino adults reached 64 percent during that time. That growth outstripped that of whites (4 percent) and black (2 percent) visitors to the internet during the same time period, according to Latinos Online, 2006-2008: Narrowing the Gap, a recent report.

The researchers who authored the report believe the growth was mainly because of an increase in Latinos online who have in the past been absent from the virtual world such as foreign-born Latinos, poorly educated Latinos, and Latinos with an income below $30,000 a year.

They believe that from 2006 to 2008 the increase in the likelihood of having a home connection among internet users was minimal. At the same time, rates of broadband connection increased significantly for Hispanics, whites and blacks. In 2006, 63 percent of Hispanics with home internet access had a broadband connection; in 2008, 76 percent had broadband access. Whites with a broadband connection went from 65 percent to 82 percent, a 17 percentage point increase, and black access to broadband went from 63 percent in 2006 to 78 percent in 2008.

The authors of Latinos Online are Gretchen Livingston, senior researcher, Pew Hispanic Center; Kim Parker, senior researcher, Pew Social and Demographic Trends Project; and Susannah Fox, associate director, Pew Internet and American Life Project.

They derived their findings from a compilation of eight landline telephone surveys conducted by the Pew Hispanic Center and the Pew Internet and American Life Project from February to October 2006, and from August to December 2008. The Pew Hispanic Center surveyed 7,554 adults, and the Pew Internet and American Life Project interviewed 13,687 adults.

Founded in 2001, the Pew Hispanic Center is a nonpartisan research organization that seeks to improve understanding of the U.S. Hispanic population and to chronicle Latinos’ growing impact on the nation. The Pew Internet Project conducts original research that explores the impact of the internet on children, families, communities, the work place, schools, health care and civic/political life.


Reach Hispanics online today with

“Marketing to Hispanics Online” audio recording

Identifying and characterizing the booming Hispanic online market

JoelBary Alex Carvallo Matias Perels

Joel Bary, Alex Carvallo and Matias Perel

Find out about

• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases

Click here for information about “Marketing to Hispanics Online”


Hispanic online growth surpasses mainstream

Posted by Elena del Valle on June 24, 2009

Hispanics' share of total time online per category

Hispanics

For companies targeting online audiences Latinos represent a booming market with continued potential for growth. As of February 2009 there were 20.3 million Hispanics or 11 percent of the total United States online population and a record number, according to comScore, Inc., a company that measures the digital world. As a greater number of Hispanics went online in the past year, the U.S Hispanic Internet audience grew faster than the total U.S. online population in terms of number of visitors, time spent and pages consumed.

At the same time, some believe effective targeting of the Latino online market requires knowledge and finesse to push the hot buttons that will prompt loyalty and purchasing responses from the highly diverse and demographically young audience. The days of viewing ethnic markets through a uni dimensional single scope are past. Just as translating materials as the sole method of addressing the highly desirable Hispanic market, online and offline, is no longer considered sufficient or in some cases even appropriate (when targeting English dominant Latinos for example).

“It’s well known that the Hispanic market is a growing and increasingly important segment to advertisers and marketers,” said Jack Flanagan, executive vice president of comScore Media Metrix. “However, any business attempting to effectively reach this segment needs to understand the behavior of the U.S. Hispanic online consumer as a fundamental component of their marketing and media strategies.”

Some are convinced the Hispanic market is diverse and distinct from the general market. Given the increasing number of new Latin consumers and their desirable purchasing habits even if that market segment requires extra attention, dedicated or customized campaigns it may prove a worthwhile investment for savvy businesses in the long term.

“As most people know, US-H (US Hispanics) currently represents 15 percent of the total US population and it is estimated to grow up to 20 percent within the next 10 years, half of them are online and this number will only grow. The fact is that even thought we are still a minority, we are definitely a minority that can not be underestimated, not only because of the massive number of potential costumers that we represent, but because our habits significantly differ from those of the US General market users, and more importantly, because our purchase behavior is way more apealing than the US General market users,” said Joel Bary, chief executive officer, Latin Medios.

“We, the online Latinos, have a higher household income than any other online users group in the US, and simply put, we buy more than any other group, so we make a very interesting and potential costumer base that can not be ignored. The marketplace is no longer a single group one, it is now composed of several major groups that will need to be addressed in a special and direct way, other ways, a segment of this marketplace will not respond to the message and will be left araw to be picked up by the competition.”

In 2009, Hispanics’ time online increased 6.9 percent (3.9 times faster than the total U.S. online population), while total pages consumed grew 6 percent (3.6 times faster than the total U.S. Population).

“The Hispanic online market is growing faster than the general market, not just in terms of gross number of users but also in other measures that are important to marketers like time spent online. Advertisers are taking notice too: While categories like Automotive, Wireless, and Credit Cards have been on board since the early days of Hispanic internet, more recently we’ve noticed growth coming from other important categories like Food, Retail, Insurance, and Personal Care Products. That’s especially important now that the automotive and credit card categories are down,” said Carlos Pelay, president, Media Economics Group.

“Just in the Food category, for example, we’ve seen some major companies making their first forays into the Hispanic online market in 2009. Companies like Birds Eye Foods (BirdsEyeenEspanol.com), General Mills (“Nature Valley”), Hershey (“Hershey’s Kisses” sweepstakes on Univision.com) have advertised on Hispanic sites for the first time this year. Significantly, these three companies are running Spanish-language campaigns on Spanish-language Hispanic websites.”

Researchers looked at the site categories where Hispanics spent an above average share of their online time. The most popular categories were Community – Teens, where U.S. Hispanics accounted for 18 percent of total time spent in the category; Gaming Information at 13 percent; entertainment and leisure including Radio (13 percent), Multimedia (12 percent), Discussion/Chat, Instant Messengers (11 percent) and Music (11 percent).


Reach Hispanics online today with

“Marketing to Hispanics Online” audio recording

Identifying and characterizing the booming Hispanic online market

JoelBary Alex Carvallo Matias Perels

Joel Bary, Alex Carvallo and Matias Perel

Find out about

• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases

Click here for information about “Marketing to Hispanics Online”