Latinos are More Receptive to Online Advertising

There’s more evidence that the community at large – marketers, politicians, scientists – are keeping a close watch on all things Latino.

Not too long ago the talk was of a digital divide, where communities of color were being left behind because of a lack of access to broadband and digital technology. That idea dissipated when Latinos apparently caught-up, or began using their mobile gadgets to get on line. That discovery, that Latinos are connecting from their phones, led to another great discovery: Latinos are the fastest growing digital technology user group in the country. It hasn’t taken long for someone to begin picking Latino on line behavior apart; proven markets with a potential for growth will do that. ComScore is the latest someone to do it. Here’s what comScore, that calls itself  “a global leader in measuring the digital world and the preferred source of digital marketing intelligence,” has to say about Latino on line activity in a recent website post: “Hispanic consumers are more receptive to online advertising than non-Hispanic internet users.”

In other words, Latinos click and read on line advertisements more than others – what marketers call click rates.  Or as RICG.com puts it, “Whereas 31 percent of Hispanic Americans enjoy watching online advertisements, only 19 percent of the broader consumer audience agreed with that statement. Hispanics were also more likely to base their purchase decisions on digital marketing initiatives (30 percent compared to 15 percent) and remember advertised products when shopping (35 percent compared to 22 percent).”

My question, after reading all this, is if Latinos are clicking and reading more than others, who is taking advantage of it? There’s a treasure to be reaped.

[Photo by David Boyle]

Subscribe today!

  • This field is for validation purposes and should be left unchanged.

Must Read

Coronavirus: Mexican wrestlers sew Lucha Libre face masks

Victor Landa April 23, 2020

Unable to compete due to coronavirus, Mexico’s Lucha Libre wrestlers have taken up sewing face masks. Social distancing means the iconic sport is on hold for now, so fighters need […]

Latinos: COVID-19 Disrupts Finances, Daily Life, Mental Health

Victor Landa April 6, 2020

COVID-19 doesn’t discriminate. But U.S. Latinos are more likely than all Americans to say the coronavirus pandemic changed their daily lives, and disrupts their mental health, finances, and jobs, according to new Pew Research […]

A Profile of Coronavirus and the Latino Workforce

Victor Landa April 13, 2020

*This article was originally published in the NALCAB Blog. Over the last month, the Coronavirus pandemic has ravaged the lives and well-being of all Americans. It has disproportionately impacted the most […]

Hispanics more likely than Americans overall to see COVID-19 as a major threat to health and finances

Victor Landa April 14, 2020

Hispanics are more concerned than Americans overall about the threat the COVID-19 outbreak poses to the health of the U.S. population, their own financial situation and the day-to-day life of their local […]

Coronavirus could ‘decimate’ Latino wealth, which was hammered by the Great Recession

Victor Landa April 16, 2020

Octavia Nieto worked for over 10 years as a pastry chef at a bakery in Princeton, New Jersey. Now with the business closed indefinitely, she relies on a part-time job […]

Latino Teens: Distance Learning Is a Giant Stressor amid Coronavirus

Victor Landa April 22, 2020

Latino teens are more worried than their peers that they won’t be able to keep up with school work or extracurricular activities amid coronavirus, says a new survey by Common Sense and […]

LATINX PLAYERS POISED TO BLOW UP THE 2020 NFL DRAFT

Victor Landa

Despite these uncertain times, the 2020 NFL Draft will proceed as planned. But because of the COVID-19 outbreak, the 2020 NFL draft will be held virtually for the first time […]

Government Relief Less Likely To Reach Latino Businesses

Victor Landa April 23, 2020

Latino communities may face a generational setback in growing wealth, as the pandemic-driven downturn exacerbates an already present gap in funding for their small businesses. Juan Rios sits among the […]