Hispanics Are Fully Engaged in the Digital World, Are You Connecting With Them? - Fernando Rodríguez - MediaBizBloggers

2010 was a year of Multicultural resurgence Post recession advertisers realized that in line with most precensus forecasts the 2010 Census was going to point out something many have been hearing for quite some time amp8211 America is increasingly Multicultural That being said several advertisers were already delving steadfast into the market However those on the verge of defining a strategy need to step it upand quickly With what could perhaps be considered the perfect storm for players in the Hispanic Digital space there has been a significant shift with advertisers moving more dollars to digital to reach this coveted consumerOur new Terra Ad Value Research Study conducted by comScore this fall reveals some stunning insights into the Hispanic online consumer Not only are Hispanics fully engaged in the digital world but they are also more receptive to advertising and new marketing experiences than nonHispanics While nonHispanics may tend to look at interactive advertising as intrusive Hispanics seem to be appreciative of the brands that are trying to reach out to themHere are five key learnings from the Terra Ad Value Study1 Hispanics are more receptive to online advertising than nonHispanics Hispanics are more responsive to targeted ads with 37 saying they would likely respond to them vs 30 for nonHispanics 35 of Hispanics vs 27 of nonHispanics said they are more open to advertising on sites where they read or contribute usergenerated comments 37 of Hispanics vs 25 of nonHispanics enjoy the interactivity of online video ads and the ability of obtaining additional information which is unavailable through a regular TV ad Furthermore 36 of Hispanics vs 24 nonHispanics claim that digital advertising has motivated them to visit a retail establishment while 35 of Hispanics vs 25 of nonHispanics are likely to attend movies based on their online campaigns2 Hispanics are more open to new technologyHispanics are more open and willing to explore new technology presumably to keep up to speed with trends In addition these initiatives are likely to enhance their perception of the brand with 60 of Hispanics vs 42 of nonHispanics saying that they react positively to IPad demonstrations virtual shoppers mobile coupons live streamings and others3 Hispanic Social Media Engagement is Extremely HighThough Hispanics share the same general level of engagement in social media as nonHispanics they are more receptive to receiving updates for offline activities through mobile text alerts Twitter feeds and Facebook These include shopping for large retail items looking for entertainment information such as movies concerts events and places to eat They are also more likely to visit a brand39s Fan Page and to follow Twitter updates from artists4 Hispanics outpace nonHispanics in their ownership or plan to own new technologyHispanic39s intent to purchase of Ebook readers tablet PCs and 3D TVs as their most desired purchases for the upcoming year at a higher rate than nonHispanics Nearly one fifth 18 own an iPadTablet PC with one third planning to purchase vs 8 ampamp 21 correspondingly for nonHispanic Nearly 40 have 8 or plan to own 30 the bleeding edge 3D TV vs 4 ampamp 18 respectively for nonHispanic Smartphone ownership tells a similar story with 43 of Hispanics owning a SmartphonePDA vs 36 of nonHispanics5 Hispanics outspend nonHispanics in ECommerce TransactionsHispanics outspend nonHispanics in dollars per transaction and dollars per buyer What is most interesting is that the group that spends the most among Hispanics are those whose primary language is Spanish or are bilingual outpacing those that prefer to communicate only in English and nonHispanics in generalIn summary at 30 million strong 60 of the total population of 44 million the Hispanic online consumer is thoroughly embracing technology and new digital experiences in multiple platforms As our study shows the Hispanic online consumer is receptive engaged and willing to listen they are the ideal online consumer Are you talking to themAppendix Personal Electronics amp8211 Ownership ampamp Purchase Intent1amp1601 Question Which of the following personal electronic devices do you currently own or plan to purchase in your household within the next year We are interested in ownership of a specific device for each purchase listed below not in the functionalities of your mobile deviceFernando Rodramp237guez joined Terra Networks in 2000 as Chief Financial Officer and as a founding member of the team that launched Terracom In 2004 he took on the position of Chief Executive Officer and he now oversees the operations of Terra Networks in the US with headquarters based in Miami and offices in New York Chicago Los Angeles and San Francisco He has played a key role in the growth of the organization and in consolidating Terra Networks USAamp8217s position as the leading Internet portal for the US Hispanic market

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Hispanics Are Fully Engaged in the Digital World, Are You Connecting With Them? - Fernando Rodríguez - MediaBizBloggers

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