10 Things You Thought You Knew About Hispanics But Is Worth Learning Again

One of the Hispanic agencies that are in the forefront of hispanic marketing is Dallas-based Dieste. Executive director Alvaro Cabrera shares insight on characteristics regarding the US Hispanics worth knowing if you’re marketing towards this group (which you probably should do already not to miss out on opportunities). Some of the more interesting ones were:

1. Hispanics are connecting twice as fast as the general market (14% growth vs. 7%) adding over a million users per year. In 2008, 23 million Hispanics online, about 52% of the Hispanic population. In 2012, more than 29 million will be online, increasing Internet penetration to 58.6%.

2. The growing Hispanic middle class is super connected: 88% of Hispanics with a household income of $50,000 + are online.

3. Hispanics are early adopters of mobile technology: 31 million have a mobile phone. By the age of 15, penetration of wireless services is 64%, by 17, it rises to 78%. Hispanics have the highest proportion of cord-cutters among all segments.

4. Roughly half of the Hispanics online prefer Spanish, and for 66% it’s important to be recognized as Hispanic through culturally relevant content.

5. An online collective life: 77% engage in some kind of online socializing and network.

6. Hispanic online landscape is less crowded: Interactive Advertising Media Investment represented 4.6% in 2007, while in the general market, it is around 7%.

Grab the rest of the insights at MediaPost.

Source: MediaPost

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