Online Hispanic Trends

Top text messaging markets

Recent research by Scarborough Research finds that El Paso, Dallas, Salt Lake City and Memphis are the largest markets for text messaging.

In El Paso, 57% of cell phone subscribers text message versus that national average for adults across the U.S.

Those who are texting are 49% more likely to be between the ages of 18 to 24, 14% more likely to be Hispanic and 24% to be African American, so youth and cultural diversity are two key demographics for this service. 

The study also collected data on cell service spending and found that this group spends more on their cell services, $87 vs. average of $75 per month nationwide. 

They are also avid technology shoppers and more likely to shop online in general. 

This is all very useful data for marketers trying to effectively understand and target this important and growing segment.

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Home Depot Launches a New Spanish-Version of its Website

Recognizing the growth opportunity represented by the growing Hispanic market, Home Depot launched a full Spanish version of its English-language e-commerce site of 40,000 products...

 

Lowes currently has a few pages dedicated to Spanish along with Chinese, Vietnamese and Korean. It will be interesting to see if Lowes follows suit and how Home Depot's investment will affect the more Spanish-dominant Latinos' purchasing preferences...

Does it make sense to target Spanish Dominant Latinos online?

According to research done by Sensis, a multicultural interactive marketing agency in Los Angeles, "30% of Spanish-dominant Hispanics earning an average of $12,000 have Internet access." 

José Villa, President of Sensis, contends that there is a need for more content that is relevant to this segment of the audience, citing the fact that 40% of the audience that visits www.ElSalvador.com live in the United States.

This article also references Danny Allen from Admixture commenting on research done by the Pew Hispanic Center. According to the "Latinos Online" report from the Pew Hispanic Center, only 32% of Spanish-dominant US Hispanic adults are online. However, the growth in Internet usage by US Hispanics is about twice that of other groups, so the number of US Hispanics online is growing quickly.” 

Source: Portada