Latinos are online they are more likely than other cultural groups to innovate in the digital space, says a multicultural marketing study from Florida State University's Center for Hispanic Marketing Communication.
The study found that Hispanics who prefer to answer in English are more likely to have a blog than anyone else, and very close to Asians. Perhaps even more surprising is that Latinos who prefer to answer in Spanish are more likely than anyone else to have a website of their own.
We have found this tendency over the past 5 years, and it continues. It would have been expected that over time, members of other cultural groups would catch up and even out the field. That has not been the case. What that tells us is that Latinos are truly engaged with online technology.
These findings have strong implications for marketers. If Hispanics are online leaders, who do you approach to disseminate the news about your products? Latinos are the arrowheads into a new era of virtual experience. Their behavior is particularly interesting because traditional marketing stereotypes have usually placed Hispanics as laggards in the digital space. They are not. They are innovators who strongly engage with new media because allows them to have a voice and a forum for their points of views, images, and ideas.
Have a blog
Have a website
The data for this study was collected during March 2011.
Source: Felipe Korzenny, Florida State University's Center for Hispanic Marketing Communication, “Latinos are Digital Innovators”, April 2011.