Hispanics Show Higher Interest in New Digital Experiences than Non-Hispanics – Digital Divide: Is NOW A Thing of the Past
A new digital marketing study conducted by comScore and commissioned by Terra reveals that Hispanics are the ideal online consumers. The results of the Terra comScore Ad Value Research Study show a full spectrum of engagement by Hispanics across multiple digital platforms including new data about how marketing initiatives positively influence brand perception. I
t also shows how Hispanics are in most instances more active in a wide variety of online activities and more receptive to new technology than non-Hispanics. The research also re-affirms that the Internet is the main media source of information for Hispanics when researching information about any service or product and goes even further by including an analysis of online engagement by category known as cognographics.
A key finding which represents a great opportunity for marketers is 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 may tend to look at interactive advertising as intrusive, Hispanics seem to be appreciative of the brands that are trying to reach out to them.
For example, Hispanics are more responsive to targeted ads with 37% saying they would likely respond to them vs. 30% for non-Hispanics. 35% of Hispanics vs. 27% of non-Hispanics said they are more open to advertising on sites where they read or contribute user generated comments. 37% of Hispanics vs. 25% of non-Hispanics enjoy the interactivity of online video ads, and the ability of obtaining additional information which is unavailable through a traditional TV ad. Furthermore, 36% of Hispanics vs. 24% non-Hispanics claim that Internet advertising has motivated them to visit a retail establishment while 35% of Hispanics vs. 25% of non-Hispanics are likely to attend movies based on their online campaigns.
The study also shows Hispanics are more open and willing to explore new technology presumably to stay 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 non-Hispanics saying that they react positively to I-Pad demonstrations, virtual shoppers, mobile coupons, live streamings and others.
Hispanics are as engaged in social media as non-Hispanics; however 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 brand’s fan page and to follow Twitter updates from artists. Hispanics also show a higher rate of participation than non-Hispanics in numerous social media activities.
ABC – letters indicate that the reference group is significantly higher than the group with the corresponding letter at 95% confidence level.
With 30 million Hispanics online or 60% of the population and a continued trend showing more use of the most advanced features such as video and social media, the study shows that the digital divide is now becoming a thing of the past as Hispanics are at the forefront of embracing Internet and Technology.
A total of 2,300 surveys were completed between September 13 through October 18, 2010. The nationally representative sample was recruited from comScore’s online panel. All participants reside in the USA and are aged 13+ years. The data were weighted to national online targets for age, gender, household income, region of residence, and language preference (Hispanic only). The margin of error (95% confidence level) for a sample of this size is +/- 2.04 percentage points