More welcoming to Internet ads, too
Though Hispanic households have the lowest rate of Internet penetration in the US, the Internet is quickly becoming a mainstream medium for the group.
In 2014, eMarketer expects that 70% of the Hispanic population will be online, up from almost 60% in 2010. Thanks to a robust rate of growth within this general population, the online population will grow by nearly 10 million people between 2010 and 2014, to 39.2 million. As the results of the 2010 census are made public in early 2011, those figures may increase even more.
“This online population is young and thriving,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “Hispanics Online: Demographics and Media Usage.” “They frequently use social media, message boards and sports sites.”
The majority of online Hispanics are native born and speak English proficiently, but they still take notice when marketers’ Spanish-language efforts are lacking. Additionally, data shows that the Hispanic market is more receptive to online advertising than non-Hispanics.
According to a survey for ARAnet conducted by Opinion Research Corporation in March 2010, for example, Hispanics were more likely than African-American or white Internet users to respond to e-mail marketing offers. The same held true for banner ads.
“Marketers must move beyond their perceived language barrier and commit to reaching a market that is already a majority-minority community,” Ms. Phillips said.
“As the FCC’s broadband initiative begins to take hold in rural areas, even more Hispanic households could be online in coming years,” she added. “Marketers who ignore this population will find themselves at a distinct disadvantage against competitors who are testing digital campaigns targeted to this audience.”
Check out today’s other article, “B2B Marketers Gain Ground with Social.”
The full report, “Hispanics Online: Demographics and Media Usage,” also answers these key questions:
- How large is the Hispanic population online?
- How do they access the Internet?
- Which language do Hispanics prefer to use online?
- How can marketers engage Hispanic Internet users?
To purchase the report, click here. Total Access clients, log in and view the report now.