Hispanics are online
Aug/27/2008 12:47
"Hispanic consumers
under the age of 35 are spending more time online
than watching TV—and are often doing both at the same
time," says Lisa E. Phillips, senior analyst at
eMarketer and author of the new report, US Hispanic
Media Usage. "Overall, Hispanics are heavy users of
all digital media, embracing innovations more rapidly
than non-Hispanic whites. "Hispanics embrace new
technology more rapidly than non-Hispanic whites and
share it very freely with friends and family," says
Ms. Phillips. "Ownership and usage of several forms
of portable media devices indicates this group of
super-communicators will lead the uptake of mobile
Internet and video in the US."
What does this mean for DTC marketers?
1. Online websites should have Spanish versions of the Website available. If it is too expensive to reproduce ALL the pages into Spanish than certain key pages with brand messages should be translated.
2. Offer collateral material in Spanish for download on the Website in case it's not available at physicians offices.
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