The Market’s Recognition of Hispanics Online

Posted on February 22, 2009. Filed under: Hispanic Marketing, Market Research, Online Interactive Marketing | Tags: , , , , |

Few topics could provide a better first posting for this blog than the emergence of the E-Latino. This is the first of two posts that will provide a comprehensive review of the online conversation about Hispanics online and marketing to them. The evolution of online marketing has already begun incorporating the growing numbers of the online Hispanic market. Although various visionary voices have been heralding the growing importance of this online market, the latest research findings from Ipsos now support their contentions. Apart from the fact that the market is now realizing that US Hispanics are online in overwhelming force, what is interesting about the numbers documenting Hispanic interactive marketing is that when compared to the general population, studies have shown that Hispanics:

-are more receptive to mobile marketing since 6% interact with text-messaging campaigns versus 3% of general population. (According to Adage Survey)
-spend on average more time online than the US population. (According to SEOSAPIEN)

This amounts to supporting what the Godfather of Hispanic Marketing, Felipe Korzenny, contested before this study was released: “The fact is that Hispanics, along with other emerging minorities, are leading the technology revolution in this country.”

However, an important factor that the study conducted by Adage on mobile marketing points out is that the average age (27.6) of Hispanics within their study was 9 years younger than the population in general (36.6). So it may be due to the fact that the average Latino is younger, that this growing population’s will show up disproportionately as technology friendly. This still however does not justify why a younger generation would be more receptive to interactive media. When you start scrutinizing the online metrics for Latinos, you might start to understand why more actionable marketing data requires further targeted research. The discrepancies are most apparent in the measurement of the activity and numbers of in Spanish or Spanish dominant online users. Targeting this elusive and WOM-heavy demographic is a marketer’s dream, however this population has been known for their avoidance of surveys. Additionally there is a lack of appropriate measurement methodologies for a population that unevenly changes with new waves immigrants growing within various communities across the nation.

Unfortunately, it may not be until after the Census in 2010 that the true size and composition of the Hispanic market will be known. Although marketers have been alerted to this increasingly important market, the lack of up to date or accurate data is not a new issue. In order to address this issue, Hispanic media giant Telemundo has been preparing to educate its viewers with a year long media campaign starting in April aimed at creating greater awareness and Hispanic community involvement in the national census. Issues of trust, authenticity and confidentially pervade Hispanic’s perceptions of the Census. The League of United Latin American Citizens is acutely aware of these issues and is also organizing toward helping alleviate them. After these issues, the true magnitude of the Hispanic market maybe better measured by the census.

Another related factor that deserves consideration even after the census is taken is that most Latinos have already acculturated to consuming English-language media. This may be one of the reasons that Spanish-language internet media consumption has not registered as substantially as their population growth would suggest. In fact, the media consumption trends reported by Ipsos’s study provide greater marketing insight into areas previously left blank. This step toward better recognizing this group is important. But there still a great lack of actionable information on this valuable and untapped market. Regardless, the stage is set to divert resources toward the Hispanic Market, and the best positioned players to provide your online connection to this demographic already have their stakes planted and are waiting for your attention. That will be the topic of my next blog post on Hispanic Marketing.

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13 Responses to “The Market’s Recognition of Hispanics Online”

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Hi Rommell,

Great start to your new blog. Keep it up.

Unacculturated Hispanics are still a difficult group to locate online. I look forward to determining just how this group has changed since the last census.

Mike

Thanks Mike! Hopefully the census will shine more light on how to connect with this group that we are only beginning truly notice. I’ve signed up to your blog, it seems very interesting and I will definitely continue to follow it.

Rommell

Very interesting Post, Rommell, thank you. Interesting point about this population skewing so young as a way to contextualize the excitement in terms of marketing challenges associated with this group.

Anyway, I’ve subscribed and look forward to future posting.

Dean

Hello Rommell:

Thanks for inviting me to read this great post.

Being born and raised in America (Brooklyn, New York), I am the son of a Puerto Rican mother and Dominican father so I am proud of my roots and of all Hispanics.

I myself am an Internet marketer and I am always keeping an eye out for Hispanics making their presence known in my business.

BUT

Posts like this opens my eyes and let’s me know there is more important factors to what the Latin community brings online and I appreciate you bringing this to the attention of myself and many others.

Keep up the great work Rommell. I’m following you on Twitter, so I’ll be on the look out to your future posts;-)

Jimmy Adames

Dean,

Thank you for your comments. Understanding the challenges and opportunities inherent within this development should be reviewed comprehensively. To a certain extent, the internet has largely followed the axiom that “if you build it, they come.” Which is why although accurate measurements of this online community are currently not possible. The moment of anticipating this surging demand has come and will be gone for those that don’t prepare for it now.

Jimmy,

I am glad you appreciate the post. I look forward to you comments in the future. I’m excited to hear that the multifaceted community that I hope attract to this forum is already forming. I hope that it benefits from having people from various backgrounds reviewing, commenting, and contributing toward better ideas and more critical thinking.

Rommell

I like the E-Latino term. You’re right on about much of what you posted here. Language is only one factor and not necessarily the most accurate in reaching US Latinos. Not all are bilingual. What is important though is cultural relevancy. Good job, I look forward to reading more of your posts.

Joe,

Your blog and Agency are established beacons in the emerging Hispanic interactive marketing realm, Thank you for your comments! I’m glad you like the “E-Latino,” term. I personally think it is a term that is appealing and easy-to-say in both English and Spanish. I think that what is most interesting about reaching out to the Hispanic community is that, we are yet to understand completely how Hispanic will translate online. I hope to address this as best as possible in my upcoming post.

Cheers,

Rommell

I would submit to you that most of the computer “savvy” Hispanics are younger and as you mentioned assimilated to the non-Hispanic American culture. However in my experience there are so many Hispanics who don’t use the internet because they don’t trust computers or feel uncomfortable making an online purchase. They older or less computer savvy Hispanics that use TV as their main source of information tend to be jaded by news reports and talk shows highlighting fraud and id theft as a result of internet criminals.

Great blog. I’ll be reading it often. Check out mine. http://www.marketing4excellence.blogspot.com

Emilio,

I checked out your, interesting posts on Hispanic Marketing, short and sweet. The kind I like to read. You are right about that particular demographic of less acculturated Hispanics. I have family members whose general lack of computer literacy has really not allowed them to take those steps that would help them move toward trusting online transactions. Even some older Hispanics that use computers 8 hours a day in service positions may find themselves in this group.

Thank you for reading. I look forward to you future comments on the blog.

Cheers,

Rommell

Hi there, You’ve done a great job. I’ll certainly digg it and personally suggest to my friends.

I’m sure they’ll be benefited from this web site.

Thank you! I’m glad you enjoyed reading it and appreciate your recommendation.

It’s a really nice blog about Hispanic Marketing Agency people just don’t seem to understand the importance, but your blog might enlighten them. Good job.:)
Regards
http://www.mediamorphosisinc.com/hispanic_media.php


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    Providing concentrated analysis of syndicated research on the intersection of Online Interactive Marketing, B2B Marketing/Market Trends, Brazilian Market Developments & U.S. Hispanic Consumer Marketing.

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