It may be a surprise to some, but U.S. Latinos accounted for 11%, or $2.2 billion, of total e-commerce purchases made across the United States in the first quarter of 2012. Most important for the ad industry, much more than non-Hispanics, they are leveraging digital platforms and connected devices to influence their shopping behavior.
This is especially significant for the long run. According to the 2010 Census, one in six U.S. residents is Hispanic and half of Hispanic internet users are under 35 years old. Hispanics are fueling the nation’s population growth, and by 2020 the total Hispanic population is projected to reach 66.3 million people, accounting for 53% of the total population growth. This young and growing demographic group’s research and purchasing patterns will have a huge influence over the future of digital marketing.
Terra’s 2012 Hispanic Digital Consumer Study by comScore shows specific ways that digital marketers can more fully reach the Hispanic audience. We took category-deep dives across the entire purchase cycle by source and device used: from research, to purchase and intent to purchase within Automotive, CPG, Entertainment, Financial Services/Insurance, QSR, Retail, Technology and Telecom.
Read the rest at How Advertisers Can Reach the Growing U.S. Hispanic Market | The Big Tent – Advertising Age.
