More Marketers Promote to Hispanic Audiences Via Entertainment

If marketers want to capture the attention of the Hispanic demographic online, they should focus on entertainment. This audience is more interested in the entertainment quality of an ad than in whether the narrative occurs in the Spanish language. This finding comes from comScore’s research on online Hispanic consumers in the U.S.

Josh Chasin, comScore chief research officer says, “[o]nline Hispanics are younger and more acculturated than their offline counterparts and they are quite receptive to advertising when it is sufficiently engaging.” Here’s a snapshot of Hispanic consumers who strongly agree with the following:

  • Advertising should be entertaining 48%
  • Remember advertising products when shopping 35%
  • Enjoy viewing advertisements 31%
  • Advertising helps consumers choose kids’ products 30%
  • Will buy from a company that sponsors events 26%

And what about the need to promote products in Spanish? According to the comScore survey, language preferences of U.S. Hispanics who are online break out as follows:

  • English 52%
  • Bilingual 26.1%
  • Spanish 21.9%

While a sizeable percentage of this demographic notes that Spanish is the primary language, these numbers may be rapidly changing. For example, nearly 25% of kids under age 5 in the U.S. are Hispanic. Given this large change in the population, marketers would be wise to manage promotions in a way that appeals to this audience, instead of singling out Hispanics as a just another minority group.

[Source:  U.S. Online Hispanic Consumers More Likely to Have Positive Association with Advertising than Non-​Hispanics Online. Comscore​.com. 17 Nov. 2010. Web. 1 Dec. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.