Hispanics Show Higher Interest in New Digital Experiences Than Non-Hispanics
Thirty-seven percent of Hispanics would likely respond to targeted online ads versus 30 percent of non-Hispanics, according to a recently published digital marketing study conducted by comScore and commissioned by Terra, a digital media company and bilingual content producer.
The Terra comScore Ad Value Research Study showed that if spoken to and reached with culturally relevant messaging in English and Spanish, Hispanics will react positively to brands online — more so than non-Hispanics. While non-Hispanics tend to view interactive advertising as intrusive, Hispanics seem to be appreciative of the brands that are trying to reach out to them.
Other findings from the study include the following:
- 35 percent of Hispanics versus 27 percent of non-Hispanics are more open to advertising on sites where they read or contribute user-generated content;
- 37 percent of Hispanics versus 25 percent of non-Hispanics enjoy the interactivity of online video ads and the ability to obtain additional information which is unavailable through a traditional TV ad;
- 36 percent of Hispanics versus 24 percent of non-Hispanics claim that internet advertising has motivated them to visit a retail store;
- 35 percent of Hispanics versus 25 percent of non-Hispanics are likely to attend movies based on a film's online campaign; and
- 60 percent of Hispanics versus 42 percent of non-Hispanics react positively to iPad demonstrations, virtual shoppers, mobile coupons, live streaming video and other new technologies.
Hispanics are also as engaged in social media as non-Hispanics; however, they're more receptive to receiving updates for offline activities via mobile text alerts, Twitter feeds and Facebook. These include shopping for large retail items and looking for entertainment information such as movies, concerts, events and places to eat. Hispanics are also more likely to visit a brand's fan page and to follow Twitter updates from artists.
Hispanics show a higher rate of participation than non-Hispanics in the following social media activities: viewing live streaming video; posting ratings and reviews; searching for a job; purchasing a product due to a recommendation; seeking out customer support for a product/service; and selling a product through a social network posting.