US Hispanic Market: Broadband and Social Networking
One of my big interests in the past few years has been Hispanic marketing, in the US and abroad. Visiting Buenos Aires, Argentina many times and living there for several months in 2005 gave me some great insights into just how different advertising and marketing can be in Latin American countries. Coming back to the US and seeing other Hispanic cultures in a new light gave me further insights, including a big realization that all Hispanics can’t be spoken to in the same way.
So with great interest, I’ve just read just how many US Hispanics there are online, and realized (again) that we should all be taking their unique communication preferences into account when planning our US online strategies.
This new study shows that 70 percent of all Hispanics surveyed access the Internet at home, and of that amount, 58 percent have a broadband connection.
It also noted that a subsegment of the study,”The Connected Multicultural” group were the heavy users of the Web for social networking, blogging, watching sports events and downloading music.
When looking at the Hispanic segment within “Connected Multiculturals,” the report shows that 55 percent visit social networking sites weekly; 40 percent listen to the radio online; 17 percent visit TV channel/program sites; 8 percent watch episodes of TV shows online; 21 percent click on pop-up ads; 14 percent make online purchases; and 37 percent visit Web sites in Spanish. They also have an average age of 33; some 64 percent are English-language oriented, and they spend an average 33.8 hours online every week.
What is your company doing to speak to this group and hopefully grow with it?
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