Hispanics Go Online for Trusted Info

The Southwest is an exploding demographic for the Hispanic and Asian markets in both the B2C and B2B segments. This posts highlights the transition of how the Hispanic demographic is now reaching out, searching and finding creditability online.

This article is a re-post from http://www.emarketer.com/ it's a good and refreshing read.



According to the study, Hispanics were more likely to turn to the Web in almost every phase of the purchase decision, from beginning the learning process and learning about brands to comparing prices and making a final decision. Only when it came to learning about product features were Hispanics behind the general market in Web usage.

Power users—those who spend the most time online, connect via mobile and are seen as innovators—are more likely to communicate through a variety of Web channels, and less likely than average Hispanics to use e-mail or talk over the phone and in person. About nine in 10 power users share deals and entertainment info with their friends, and many are content creators.

Marketers’ assumptions about the importance of Hispanics’ acculturation levels may be wrong, according to the survey. There was very little difference in the habits of Hispanic-dominant, bicultural and US-dominant users—except that Hispanic-dominant respondents were more likely to be early adopters.


At CMT, we live in the culture, participate in the community and do business in the language. Questions about how to enter this important market call us, 713.622.7977, or click jerry.pollio@cmtmarketing.net.

Saludos:
Jerry/CMT