While a broad generalization for media users is helpful, sometimes delving into a certain sector can be more so. The media company comScore recently conducted a study on online Hispanic consumers in the United States.
Reported by MediaPost, comScore’s study shows that 31% of Hispanic online consumers find enjoyment in watching online advertisements. This is compared to 19% of non-Hispanic online consumers. The enjoyment comes from entertaining and engaging ads with an underlying story. In fact, 48% of those surveyed expected online ads to be amusing; slightly behind were non-Hispanics with 39%.
A useful note for marketers is that Hispanic consumers had higher recall rates to non-Hispanics. Also, language doesn’t have to be roadblock in reaching this audience. Of those respondents, 52% prefer English as the main language, 26.1% choose bilingual, and 21.9% favored Spanish. Lastly, comScore reported that online Hispanic consumers often are younger than non-Hispanic consumers.
Understanding the trends of a target demographic can help insure that an advertisement is placed in front of the audience with the right medium. In this example, not only are Hispanic online consumers more likely to be influenced by advertising in making purchase decisions for his/her children, but overall, he/she enjoy watching online advertising.
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