Our recent weekly Hispanic research feature on “Are Spanish-dominant Hispanics less digitally engaged? No, says Ipsos Study” drew interesting comments on Portada’s Linked In Group.
Many marketers have the assumption that Spanish-dominant and even bilingual Hispanics are not online or at least not as much as English-dominant Hispanics or the general U.S. population. Ipsos CT research argues that, if anything, Spanish-dominant Hispanics are more digitally engaged than bilingual and English-dominant Hispanics. Below are some comments of Portada’s Linked In Group on the piece:
Loida Rosario, Senior Vice President, Edelman
Greater Chicago Area
“I agree with Ipsos study. Adoption and usage of digital technologies depends a lot on socio-economic status. And yet regardless of income, smartphones have a high penetration on Hispanic households who like to be 'in' with the latest technologies. Digital engagement penetration is not necessarily correlated to language preference, although many native Spanish speakers yearn for better Spanish content. www.intothecore.com”
Roberto Perez, Hispanic Marketing Director at Comcast
Greater Philadelphia Area
“Let's evaluate the real meaning of been technology savvy it is because I know where to click to launch Skype in my smartphone, or to access the Internet and use texting on the smarthphone? Will the Spanish preferred smartphone user know how to operate a PC the same he/she does with the smathphone? We want a high tech devise that with less interaction allows me to connect with my family overseas but I'm still have limited knowledge on Internet speeds, ISP providers and how the Internet works. PC and broadband adoption is still in the rise among Spanish preferred.”
Dr. Jake Beniflah, Executive Director at the Center for Multicultural Science, San Francisco Bay Area
“Can you share the full study? there may be a gap between reality and perception … the answer lies in the data and in the methodology.”
