Burson-Marsteller Study Examines Hispanic “E-fluentials”


Burson-Marsteller has released the results of a study that shows Hispanic “e-fluentials”—or influential online consumers— to be even more engaged and interactive than non-Hispanic efluentials.

One finding was that “Hispanic-fluentials”—no, we’re not making these terms up— spend more time interacting with others online - 30 hours per week, compared with 25 hours spent by general market e-fluentials.

Another key index was the use of E-mail and blogs by these Hispanics. The study revealed that while 28% of general market e-fluentials forward product recommendations, a full 66% of Hispanic e-fluentials do this. Hispanic e-fluentials are also quick to warn their peers about problems with their purchases, with 84% engaging in this practice vs. 72% of general market e-fluentials.

Related Article: Tech-Talk (Jul. 2007)


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.