The Hispanic population in the U.S. is, by all accounts, large, growing, and wields a huge amount of purchasing power. Advertisers from all categories are looking at how to engage Hispanic consumers across different kinds of media. The million dollar question is “what is the best medium for connecting with this audience?”
A recent study conducted by Terra helps to move the conversation forward. The study ranges from brand recall to action, comparing digital to offline media, and Hispanic consumers to non-Hispanic consumers. All signs point to the same conclusion: Hispanics are more engaged in digital media than offline media, and Hispanics are more engaged in digital media than non-Hispanic consumers.
This is yet another sign that advertisers, in their desire to reach a Hispanic audience, need to look at their marketing mix and allocate more advertising dollars to digital platforms. The outcome will be brand loyalty within a huge, growing, and young population.
This post is also available in: Spanish
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