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Hispanic Section of The Source Book of Multicultural Experts (301 KB)

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Gain Competitive Advantage:  Note Distinctions between Hispanic vs. non-Hispanic Internet Users

Liz Sarachek Blacker
Chief Revenue Officer, Terra Networks USA

Pairing the largest minority, online, brings unprecedented opportunity to excel in campaign execution and gain share among the Hispanic consumer.  Census 2010 population counts are most effective at generating awareness toward the US Hispanic population, now 50.5 million strong comprising 16% of US total population.  Targeting Latinos online allows marketers to leverage the Internet which is the most measurable medium, and a preferred activity over TV in particular among youth.   This brief inquiry will explore two main insights garnered from the Terra Ad Value Study to gain competitive edge.

Insight# 1:  Advertising Helps Latinos Maintain their Trendsetter Status

Nearly half, 46% of Hispanics self identify as being trendsetters/influencers vs. 35% of non-Hispanics.  This insight is taken further as Hispanics use online advertising to keep up to date. Agencies and their creative teams can rest assured that their hard work is noticed more among Latinos online vs. non-Hispanic. 

According to a Terra Ad Value Study by comScore , 38% of Hispanics expected online banner ads to have more current and frequently updated information than other types of advertising, more so than non-Hispanic (34%). Thinking out of the box is highly encouraged, as online advertising elements such as overall creativity, or using newly available technology, are better received at a statistically significant level among Hispanic vs. non-Hispanic Internet Users.  Indeed, 35% of Hispanics keep up with movie releases through their online campaigns vs. 25% of non-Hispanics who do so, effectively blurring the distinction between advertising and content.

Insight #2:  Exciting Opportunity Exists to Rebrand

The non-Hispanic segment contains far more Third Generation or higher Americans (73%) than the Hispanic segment (29%).  Translation:  advertisers have an unprecedented opportunity to completely rebrand themselves in the minds of Hispanics as their brand image and associated habits are less prevalent among Latinos due to generational differences. 

For example, a retailer encourages holiday shopping by promoting their exclusive line of chocolates.  While the non-Hispanic segment may be very familiar with this encouragement given that 87% were born in this country, it may not be as ingrained among Hispanics as 34% are immigrants.

Perhaps brand outreach with a highly creative look and feel, across devices, would be more appealing among Latinos online as they own or will acquire items such as smartphones and iPads at a greater rate than the non-Hispanic segment.  Terra’s visitors land in both fields as 44% are 1st generation, while the majority (56%) is 2nd generation or higher.

Consumer Electronics, US Hispanic and Non-Hispanic Internet Users

Hispanics over-index on many consumer electronics. For instance, 24% of Hispanics currently own an Internet-enabled TV, vs. 15% non-Hispanic; Ebook Reader: 14% vs. 9%; IPAD/Tablet PC 18% vs. 8% and 3-D TV, 8% vs. 4%.

Mobile Device Ownership

The Ad Value Research Study, by Terra and comScore Inc., shows that though 50% Hispanic surveyed owned a standard mobile phone (vs. 54% non-Hispanic), 43% of Hispanics owned a Smartphone/PDA, compared to 36% non-Hispanic.

Clearly, more research is needed to discover additional insights.  A plethora of avenues are available today to effectively brand to Latinos online by contrasting to non-Hispanic. 

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Contact information:
Terra Networks USA
535 Fifth Ave., 21st Fl.
New York, NY 10017
Ph. 212-354-2700
Fx. 212-354-3385
Liz.sarachek@us.corp.terra.com
www.terra.com