Hispanics More Affected by Advertising than General Market

The results of People en Espanol's 4th annual Hispanic Opinion Tracker have just been released, and they reveal that Hispanics are more influenced by brand advertising than their general market counterparts.

Whereas non-Hispanics were shown to base their purchases on the products price and reputation, many Hispanics cited advertising and trendiness as factors affecting their purchases.

The study also shows that Hispanics over-index in apparel purchasing, spending roughly $2,000 per year on clothing and accessories in the past 12 months, compared to about $1150 spent by the general market during that same period.

Hispanic women are particularly influenced by advertising and brand image, being four times as likely to buy cosmetics because of advertising efforts than general market females.