Plans & Pricing
Does My Company Subscribe?
Dr. Jake Beniflah
Executive Director, Center for Multicultural Science
US Hispanics’ consumer behavior depends heavily on their age and level of acculturation, so batching them into one homogenous group is a missed marketing opportunity. Hispanic millennials, for example, are as complex as their non-Hispanic counterparts. Dr. Jake Beniflah, executive director of the Center for Multicultural Science, spoke with eMarketer’s Maria Minsker and explained what marketers need to understand about generational and acculturational differences among Hispanics.
eMarketer: How do Hispanic millennials engage with newer channels such as mobile and social compared to older channels such as television?
Dr. Jake Beniflah: There is a higher level of trust in messages on social media than on television. On social media, there’s a sense of implicit endorsement from friends who share content. That’s one of the reasons why things go viral. Television, on the other hand, is a passive medium. People are expected to sit through commercials, or if they’re watching a recorded show, they can just zap through the commercials. For marketers, focusing on mobile and social is the way to go.
Are US Frequent Voice Command Users More Likely to Own Smart Devices? (% of internet users, Aug 2018)
What Activities Do US Voice Command Users Conduct via Voice? (% of respondents, Aug 2018)
Where Do US Voice Command Users Conduct Activities via Voice? (% of respondents, Aug 2018)
Why Don't US Internet Users Use Voice Commands More Often? (% of respondents, Aug 2018)
How Important Is It for US Retailers to Advance Product Search and Discovery Strategy? (% of respondents, July 2018)
Email Marketing StatPack 2018: Benchmarks and Trends
Augmented Reality Marketing and Advertising 2018: Adding Virtual Value to the Real World
Marketers' Roundtable: Why It's Now or Never for Augmented Reality
New Tools Help Brands Conquer Tricky Augmented Reality Landscape
Is Connected TV Ready for Primetime? | Sponsored Content
Are Second Screens Distracting TV Viewers?