RESTON, Va. (Nov. 19, 2010) — When it comes to online advertising, Hispanic online consumers in the U.S. are more responsive to entertaining ads and nearly half prefer it in English, according to a study by comScore Inc.
The Reston-based research organization said its latest survey found that online Hispanic consumers' sentiment towards, and response to, advertising often varies significantly from non-Hispanic online consumers.
“The U.S. Hispanic online marketplace is a fast growing and potentially lucrative sector that marketers cannot ignore,” said Josh Chasin, comScore chief research officer. “Online Hispanics are younger and more acculturated than their offline counterparts, and they are quite receptive to advertising when it is sufficiently engaging. What's especially interesting is that engagement with advertising has more to do with narrative elements and storytelling than it does with actually running the advertisement in Spanish.”
Overall, U.S. Hispanics were more likely to find advertisements enjoyable and entertaining than their non-Hispanic counterparts, according to the study. Nearly half of Hispanic online consumers expect advertising to be entertaining, compared with 39 percent of non-Hispanics, while 31 percent of the Hispanic audience enjoys watching advertisements, compared with only 19 percent of their counterparts.
Hispanics also are more likely to recall advertising, with 35 percent stating they remembered advertised products when shopping, compared with 22 percent of non-Hispanics.
Other findings included:
c About 52 percent of U.S. Hispanics online prefer English as their primary language, with 26.1 percent choosing bilingual and 21.9 percent preferring Spanish.
c The average age of a Hispanic Internet user is 31, vs. 34.5 for a non-Hispanic Internet user.
c Nearly 50 percent of Hispanic online consumers prefer the advertisement to be in English, while 28 percent have no language preference.