After the World Cup , I learned quite a lot about the intensity with which the Hispanic consumer relates to sports and media. As Americans have accepted more Latin stars into the world of American sports (Tony Romo, Pau Gasol, Albert Pujols, etc), the Latino consumer has been following a parallel trend: identifying more closely with sports like football, basketball, and autoracing. Nevertheless, Latinos also continue to follow more “Latino” sports like soccer, baseball and boxing.
It’s been shown that Hispanics spend more time online, but the more important question is, where do Latinos access sports info online? We might initially think of one Latino online universe, the same 4 or 5 pages that we’ve used and that seem to be the safest path to reaching Latinos (ESPNDeportes, etc). However, if we look a bit deeper, we can see that the Latino consumer searches out other sites: he’s exploring a larger online universe, surfing pages from his country of origin, looking at pages from the country of origin of his favorite ballplayers, looking for sites that provide more information, as well as better quality in terms of content and production value. He may visit sites like USA Deporte or El Quinto Cuarto. Digital marketing professionals can now optimize their online efforts at better price and with a better reach. to relevant Hispanic consumers.