ComScore, Inc., a leader in measuring the digital world, released results of a study of U.S. Hispanic consumers, including insights into their online behavior and engagement with advertising.
The study found that U.S. online Hispanic consumers’ sentiment towards, and response to, advertising often varies significantly from Non-Hispanic online consumers.
“Online Hispanics are younger and more acculturated than their offline counterparts and they are quite receptive to advertising when it is sufficiently engaging. What’s especially interesting is that engagement with advertising has more to do with narrative elements and storytelling than it does with actually running the advertisement in Spanish,” said Josh Chasin, comScore chief research officer.
U.S. Hispanics were more likely to find advertisements enjoyable and entertaining than their Non-Hispanic counterparts and were also more likely to recall advertising compared to 22 percent of Non-Hispanics. Advertising was also more likely to influence Hispanic consumers’ product decisions when buying for their children.
Additional findings from comScore include:
* More than half (52 percent) of U.S. Hispanics online prefer English as their primary language, with 26.1 percent choosing bilingual and 21.9 percent preferring Spanish as their primary language.
* Hispanic Internet users tend to be younger than their non-Hispanic counterparts. The average age of a Hispanic Internet user is 31, compared to 34.5 for a non-Hispanic Internet user.