Not too long ago the talk was of a digital divide, where communities of color were being left behind because of a lack of access to broadband and digital technology. That idea dissipated when Latinos apparently caught-up, or began using their mobile gadgets to get on line. That discovery, that Latinos are connecting from their phones, led to another great discovery: Latinos are the fastest growing digital technology user group in the country. It hasn’t taken long for someone to begin picking Latino on line behavior apart; proven markets with a potential for growth will do that. ComScore is the latest someone to do it. Here’s what comScore, that calls itself “a global leader in measuring the digital world and the preferred source of digital marketing intelligence,” has to say about Latino on line activity in a recent website post: “Hispanic consumers are more receptive to online advertising than non-Hispanic internet users.”
In other words, Latinos click and read on line advertisements more than others – what marketers call click rates. Or as RICG.com puts it, “Whereas 31 percent of Hispanic Americans enjoy watching online advertisements, only 19 percent of the broader consumer audience agreed with that statement. Hispanics were also more likely to base their purchase decisions on digital marketing initiatives (30 percent compared to 15 percent) and remember advertised products when shopping (35 percent compared to 22 percent).”
My question, after reading all this, is if Latinos are clicking and reading more than others, who is taking advantage of it? There’s a treasure to be reaped.
[Photo by David Boyle]