According to Hispanic Group, Latinos living in the U.S. are “super consumers,” surpassing their non-Spanish speaking counterparts in purchasing across numerous categories. For example, Hispanics buy nine times more beverages—such as energy and sports drinks– than the general market.
Read more at: Hispanic PR Blog
Key Findings— 360i Report on Hispanic Digital Influencers
c/o: Hispanic PR Blog
- Lisa Skriloff, Multicultural Marketing Resources, Inc.
Read more here…
We’re fully into the new year and for those companies that want to get serious about their multicultural consumers here are 12 key ideas to consider for 2012:
Creative that appeals to race, background is key to engagement.
Brands that want to reach ethnic minorities online are not doing a very good job, according to some research. An April 2011 survey by Yahoo!, Mindshare and Added Value found that according to Hispanics, blacks and Asian-Americans, digital advertising does not engage them. When asked for three brands doing a good job reaching them, most said they couldn’t name even one.
One big reason was that respondents felt their ethnic groups were poorly represented in messaging. Some 78% of blacks, 74% of Hispanics and 72% of Asians surveyed agreed that diversity in ads is the best reflection of the real world. And nearly as many in each group said ads should show more of that diversity.
Read more here…
Tune in to Radio Bilingue, and you will hear — in Spanish — breaking news, debates about taxes or health care reform and songs spanning the Latino music spectrum.
As the only Spanish-language, non-commercial public radio network in the U.S., Fresno-based Radio Bilingue reaches an estimated 500,000 Latino listeners per week. It airs on 7 FM stations, via 100 affiliates and on the Internet.
Controlled by Latinos and run by a Harvard-educated former farmworker, the network fills a crucial gap in public broadcasting, which attracts overwhelmingly white, middle or upper class, English speaking audiences. Radio Bilingue targets immigrant and first generation Latinos who are predominantly low-income, young and undereducated.
Experts say the network’s efforts to foster civic engagement are key as the number of Latinos keeps growing and the nation moves toward a presidential election.
c/o: Radio Bilingüe
Some first, second, and later generation Latinos in the United States are not identifying ethnically as Latino as they integrate into the fabric of American society, a recent USC Dornsife study found. On the American Community Survey (ACS), which is administered by the U.S. Census Bureau, many people with Latin American ancestry do not identify ethnically as Hispanic.
The study led by Amon Emeka and Jody Agius Vallejo, assistant professors of sociology in USC Dornsife, examines why Latinos often do not choose a Latino ethnic identification on U.S. Census surveys. Emeka and Agius Vallejo’s paper was published in the November 2011 issue of Social Science Research.
c/o: PhysOrg.com
Facebook’s new “talking about” feature has everybody buzzing. This automatically deployed tool reports on what their friends are “talking about” by providing instantaneous updates in their news feeds. No one is more interested to see what new information these changes will yield than marketers.
One emerging trend that’s raised the attention of digital marketers is what this new “Talking About” feature reveals about Hispanic social media users. According to data reported by ClickZ News, Hispanic users are more likely to “talk about” a business or organization than they are to “like” them. Even more revealing is the fact that the many “popular” sites geared towards Hispanics aren’t the ones that generate the most discussion.
For example, Facebook en Espanol has collected nearly 9,500,000 “likes,” however, only 1.7 percent of the users who say they like it have engaged in discussion or link sharing.
Conversely, Wendy’s Latino, a page with only around 3,700 “likes” has had even more success getting people to “talk about” its page – nearly 50 percent of users who like it contribute to the site in another way.
For marketers, one of the important early trend is that Hispanic audiences appear to prefer engaging with smaller, more personalized pages like Wendy’s Latino rather than larger, more generic ones such as Facebook en Espanol. In order to have online users contribute, and therefore expand the usage of the new “talking about” feature, the content being shared must have an intrinsic value to the Latino audience. Posts that engage users by asking pressing or thought-provoking questions are more likely to see success, as do posts about Latino holidays, humor or celebrities.
If you are a multinational company with global customers, you could have the challenge in social media of understanding who your audience is and what they are talking about. This is especially true if part of your customers are Hispanics or Latin Americans. There are many differences when listening to this audience:
These audiences are not identical, and geographical differences play a big role, including cultural differences. Listening to the Hispanic and Latin American segments should be versioned to the different segments or niches in your social media channels. This means that you need to understand how to listen to their social conversations and figure out which social channels are more effective to reach your Latino audience.
Connecting with politicians, celebrities and athletes is a low priority for most social media users, but it’s significantly more common among black and Hispanic users than among whites, according to a new study from the Pew Internet and American Life Project.
Twitter users are also more likely to say following public figures is a major or minor reason they go to social media compared with people on Facebook and other social media sites, the study reported.
About 10 percent of black social media users and 11 percent of Hispanic users say reading comments from public figures is a major reason they use social media compared with just 3 percent of white users, according to the report. About 31 percent of black and 26 percent of Hispanic users say this is a minor reason they’re on social media, compared with 16 percent of white users.
