US online Hispanic consumers attitude to advertising

22 Nov 2010

RESTON, US: comScore, Inc., a leader in measuring the digital world, has released results of a study of US Hispanic consumers, including insights into their online behaviour and engagement with advertising. The study found that US online Hispanic consumers' sentiment towards, and response to, advertising often varies significantly from non-Hispanic online consumers, providing critically important insights for brands looking to reach and engage this dynamic consumer segment.

"The US Hispanic online marketplace is a fast growing and potentially lucrative sector that marketers cannot ignore," said Josh Chasin, comScore chief research officer. "Online Hispanics are younger and more acculturated than their offline counterparts and they are quite receptive to advertising when it is sufficiently engaging.

What's especially interesting is that engagement with advertising has more to do with narrative elements and storytelling than it does with actually running the advertisement in Spanish."

US Hispanics online more receptive to advertising than non-Hispanics online

A look at US online Hispanic consumer sentiment and engagement with advertising revealed often dramatic differences when compared with non-Hispanic online consumers. US Hispanics were more likely to find advertisements enjoyable and entertaining than their non-Hispanic counterparts. Specifically, 48% of US Hispanic consumers expect advertising to be entertaining and 31% enjoy watching advertisements, compared to 39% and 19% of non-Hispanics. Hispanics were also more likely to recall advertising, with 35% stating they remembered advertised products when shopping, compared to 22% of non-Hispanics. Advertising was also more likely to influence Hispanic consumers' product decisions when buying for their children with 30% stating that advertising helped them choose products to buy for their children, compared to 15% of non-Hispanics.

Q: Indicate how strongly you agree or disagree with the following statements about advertising (top-2 boxes) June and October 2010, Persons Age 13+ Source: comScore Custom Study on the US Online Hispanic Market
	Percent of Consumers
	US Hispanic	Non-Hispanic
Expect advertising to be entertaining	48%	39%
Remember advertised products when shopping	35%	22%
Enjoy watching advertisements	31%	19%
Advertising helps me to choose products to buy my children	30%	15%
More inclined to buy from a company that sponsors events	26%	14%

Additional findings from comScore include:

More than half (52%) of US Hispanics online prefer English as their primary language, with 26.1% choosing bilingual and 21.9% preferring Spanish as their primary language.
Hispanic Internet users tend to be younger than their non-Hispanic counterparts. The average age of a Hispanic Internet user is 31, compared to 34.5 for a non-Hispanic Internet user.
When asked about Hispanic-themed advertising, approximately 50% of Hispanic online consumers prefer the advertisement to be in English, while 28% have no language preference.