Hispanics More Responsive to Online Marketing Than Non-Hispanics
Hispanics are the ideal online consumers, willing to engage across multiple digital platforms and more receptive to new technology than non-Hispanics, according to a study conducted by comScore and commissioned by Terra. A key finding is that while non-Hispanics may tend to look at interactive advertising as intrusive, Hispanics seem to be appreciative of the brands that are trying to reach out to them via culturally relevant messaging in English and Spanish.
For example, Hispanics are more responsive to targeted ads with 37% saying they would likely respond to them vs. 30% for non-Hispanics. 35% of Hispanics vs. 27% of non-Hispanics said they are more open to advertising on sites where they read or contribute user generated comments.
37% of Hispanics vs. 25% of non-Hispanics enjoy the interactivity of online video ads, and the ability of obtaining additional information which is unavailable through a traditional TV ad.
Furthermore, 36% of Hispanics vs. 24% non-Hispanics claim that Internet advertising has motivated them to visit a retail establishment while 35% of Hispanics vs. 25% of non-Hispanics are likely to attend movies based on their online campaigns. The study also shows Hispanics are more open and willing to explore new technology presumably to stay up to speed with trends.
In addition, these initiatives are likely to enhance their perception of the brand with 60% of Hispanics vs. 42% of non-Hispanics saying that they react positively to iPad demonstrations, virtual shoppers, mobile coupons, live streamings and others.
Brides Online
Most couples use personal wedding websites as a registry hub for guests, according to the 3rd annual The Knot Market Intelligence 2010 Bridal Registry Study. A majority (61%) of registering couples in 2010 used a personal wedding website to communicate registry information to their guests, compared with 53% in 2009 and 47% in 2008. Older brides ages 25 to 34 were more likely to spread the word via a personal wedding website.
In addition, social networking platforms such as Facebook , Twitter and MySpace are increasingly being used to communicate registry details. In 2010, 12% of registering couples shared registry details with friends and family via a social networking site, versus a mere 5% in 2009, the survey found. Younger brides ages 18 to 24 were particularly more likely to let guests know about their registry via social networking sites.
