Any company that comes in contact with online Hispanic consumers would be negligent not to include them in its social media marketing strategy. The focal point should be the identification of the technologies and social media channels that are a strategic fit.
By Claudia “Havi” Goffan
Any company that comes in contact with online Hispanic consumers would be negligent not to include them in its social media marketing strategy.
U.S.-based Hispanic consumers are significantly more likely to participate in online social media than their non-Hispanic counterparts, making a social media strategy a must for any marketer wanting to reach this group online, according to a new report from Forrester Research Inc.
The research findings are as follows:
Online Hispanics are more involved and likely to listen to word-of-mouth:
- 69% of 3,000 online Hispanics are Spectators, meaning that they watch, read or listen to what others have created online.
- Only 42% of non-Hispanics online are Spectators
Online Hispanics are more active:
- 40% of online Hispanics have the highest level of online activity and are characterized as Creators, meaning that they take part in such online activities as blogging, publishing web pages and uploading audio and video.
- Only 12% of non-Hispanics online consumers participate in these activities.
Online Hispanics have a higher level of “Influentials”:
- 77% of online Hispanic adults take part in some sort of online social activity: Forrester characterized this group as influential, reporting that on average 60% tell friends and family about products that interest them.
Online Hispanics are brand-loyal:
- more than 70% of all Hispanics surveyed said they stay with brands they like, suggesting that marketers who successfully build relationships with them now will have advocates for the long term.
Why are Hispanics more predisposed toward online social networking?
- First, Hispanics are customarily early adopters of entertainment technologies, and this corresponds online to the use of video, audio and other related social media technologies such as blogging.
- Second, Hispanic culture emphasizes the group over the individual, therefore Hispanic consumers tend to look to others for advice or agreement on product choices.
- Third, according to research, “even though many U.S.-born Hispanic consumers prefer to use the Spanish language, many media publishers and marketers in the U.S. don`t offer this option. Social networking provides Hispanics with opportunities to fill that online gap by contributing their own Spanish-language content”, Forrester says.
Any company that comes in contact with online Hispanic consumers would be negligent not to include them in its social media marketing strategy. The focal point should be the identification of the technologies and social media channels that are a strategic fit.
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[Jan 2010] Hispanics social media marketing strategy – a must | Hispanic Marketing Blog [link to post]
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[...] a strategic move in the long run, but would also result in immediate benefits. In the articles “Hispanics Social” and “Why Marketers”, online Hispanics facilitate word-of-mouth marketing for businesses. [...]
Wow those are some interesting stats…I would have never thought that hispanics would be leaders in creating content on the social media scene.
Latinos – especially in Latin America – have been leaders in the social media scene for a long time. The lack of old fashioned communication infrastructure precipitated the used of mobile and internet and their agencies have always been ahead of the curve – just like Great Britain – in social media use)