62% of Latinos are likely to respond to an e-mail campaign
“As the FCC’s broadband initiative begins to take hold in rural areas, even more Hispanic households could be online in coming years,” she added. “Marketers who ignore this population will find themselves at a distinct disadvantage against competitors who are testing digital campaigns targeted to this audience.” Read full report here.
A recent study by e-marketer.com estimates the online Latino population to grow by 10 million in the next 4 yours (from 29.6 million in 2010 to 39.2 million in 2014). Wired Latinos will no longer be a minority online, but expected to be considered mainstream as 70% of them will be connected.
“This online population is young and thriving,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “Hispanics Online: Demographics and Media Usage.” “They frequently use social media, message boards and sports sites.”
According to the report, the majority of Latinos online are proficient English speakers and native born. However, they will take notice when advertisers culturally address them. The report also cited studies done by Arnet and Opinion Research Corporation where they found that 62% Latinos are more likely than African-Americans (55%) or Whites (48%) to respond to online banner ads and e-mail marketing offers.
“Marketers must move beyond their perceived language barrier and commit to reaching a market that is already a majority-minority community,” Ms. Phillips said.
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