Digital Advertising Agency Maxpoint Interactive recently pointed out interesting trends in Marketing to Hispanic shoppers:
- High technology adoption: In 2011, it was reported that Hispanics had the highest tablet/eReader adoption rate. The Pew Internet and American Life Project surveyed US consumers and found that in November 2010, 7% of Hispanics owned tablets, compared to 4% of African Americans or Caucasians. According to the survey, six months later, the percentage usage among Hispanics doubled and still continues to grow. In addition, Hispanics tripled eReader penetration between November and May. More on the survey here.
- Strong buying power: The buying power of US Hispanics is projected to reach $1.3 trillion by 2015 – a cumulative increase of around 25%. In addition, while some Hispanic shoppers still indicate that they are price-sensitive, they are starting to show changes in shopping behavior. These changes include fewer going straight to sales items, fewer buying favorite brands and more making decisions at the shelf.
- Receptive to digital messaging: In 2011, Hispanics appeared less responsive to in-store messaging (messaging at shelf or in-store TV) than non-Hispanics. In order to reach Hispanic shoppers effectively, brands and retailers must move beyond these methods and find the right marketing for these consumers. Given online ad spending predictions and consumer preference, the digital advertising route is becoming the more effective way to reach the Hispanic audience. Check out this blog post on why digital advertising makes sense for Hispanic shoppers this year.
Source: Maxpoint Interactive
