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)