Younger Hispanics Respond Better to Bilingual Online Marketing

In a study conducted on how Hispanic customers participate in Web-based forums, Boston-based social media company Communispace found that "Hispanics are more willing to espouse ideas and commentary in a private, online forum than participants in English-language communities."

However, Communispace found that second-generation Hispanics were less inclined to participate in Spanish-only environments than their first-generation counterparts. The study showed that second-generation Hispanics are often less proficient at writing Spanish than reading it.

The results indicate that marketers should speak to more acculturated Hispanics on both English and Spanish to more closely mirror their offline experiences.  

Source: MarketingDaily

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