Google sites are leading the pack in the most important digital markets in Latin America. According to the latest August figures from comScore, Google's digital properties are at the top of the ranking in Brazil, Mexico, and Argentina, with about 94% penetration among the digital population.
The digital revolution over the last decade has had a very strong impact on the marketing and advertising industries. Thorough data on performance and response to digital advertising has become the norm. Due to the development of sophisticated performance measurement tools, the famous phrase of Philadelphia merchant John Wannamaker that “half the money spent on advertising is wasted; the trouble is to know which half it is” no longer holds. The advertising and media industries are becoming much more efficient.
In 2000, 61 percent of the Hispanic population residing in the 50 states and District of Columbia resided in just four states: California, Texas, Arizona and Florida. By 2010, that proportion had declined to 58 percent while nine states (Alabama, Arkansas, Kentucky, Maryland, Mississippi, North Carolina, South Carolina, South Dakota and Tennessee) saw their Hispanic populations more than double. The change in the ratio is particularly noteworthy because the overall Hispanic population grew by a breathtaking 43% during the 2000-2010 time period.
Google sites are leading the pack in the most important digital markets in Latin America. According to the latest August figures from comScore, Google's digital properties are at the top of the ranking in Brazil, Mexico, and Argentina, with about 94% penetration among the digital population.
Hispanic media consumption has a very strong TV component. It makes sense that as Hispanics move towards online and mobile content consumption, videos will play a very important role. According to ComScore data, in June 2011, Spanish primary speakers spent substantially more time (50% more!) than English – primary speakers watching online videos: 1,238 minutes per viewer/month, versus 811 minutes.