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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