The Importance of Marketing to Hispanics Online

Hispanic people are the fastest growing minority population in the United States comprising 15% of the population (50 million people.)  However, emarketer.com notes that  78% of companies said they do not socially market to Hispanics.  Is your business making this costly marketing mistake, too?

According to a recent report,  AOL's Hispanic Cyberstudy (.pdf format),  77% of Hispanic households in the United States consumer their media in English. The study also reveals that when comparing Hispanic consumers with "general marketing consumers:"

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• Hispanics online are younger (average age 37 vs. average age 46 for "general marketing users");
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• Have an average of two kids (vs. one child) that are younger in age (elementary school kids vs. college students); and
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• Earn an average of $50k per year per household.

Hispanics Are Computer Savvy and Regularly Turn To The Internet For Information

Even more important findings show that significantly more Hispanics use the Internet than general users as follows:

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• 57% Always go to the internet to find deals (vs. 43% of general users;)
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• 44% Use the Internet to keep up with pop culture (vs. 25% of general users;
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• 64% Use the Internet as a main source of news and information (vs. 51% of general users); and
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• Hispanic Internet users are also more likely to use the Internet to make social connections and use the Internet "as an important tool for building a better life."

To ignore the needs and interests of the fastest growing minority population the United States could become a serious marketing mistake for businesses. The AOL Cyber Study draws an conclusion:

"Hispanics have a high regard for the internet as a medium for information and socialization. Fully one-third of all Hispanics, regardless of acculturation and life stage, view the internet as a key component in building a better life."

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The Importance of Marketing to Hispanics Online originally appeared on About.com Women in Business on Monday, March 15th, 2010 at 10:19:18.

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