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Partner and US Media and Entertainment Sector Advisory Leader, PricewaterhouseCoopers
US Hispanics are a broad demographic, and major generational and cultural differences exist within the population. As a result, marketing to Hispanics requires brands to not only understand the patterns that make certain behaviors predictable, but also zero in on the characteristics that drive unique behaviors among Hispanic subgroups. Greg Boyer, partner and US media and entertainment sector advisory leader at PricewaterhouseCoopers, spoke with eMarketer’s Maria Minsker about US Hispanics’ digital usage and debunked some common misconceptions.
eMarketer: Smartphone usage constitutes a large chunk of Hispanics’ digital activity. What does this mean for marketers? Do Hispanics find mobile marketing particularly intrusive or are they more open to it?
Greg Boyer: Data suggests that they’re more open to it. Compared to non-Hispanics, they seem to respond well to having ads pushed their way. It’s not a dramatic difference, but it’s significant enough that if you look at how Hispanics vs. non-Hispanics perceive advertising, it’s a net positive effect for marketers [among smartphone users as a whole].
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