¿Se Habla Latino?
-- Gifts and Dec, 12/1/2006 9:48:00 AM
Regional Variation
Translated from the Spanish
• Latinos in Chicago and New York are the top shoppers
• Latinos in Northeast are most driven by price
• Latinos in Miami and San Francisco shop more on the Internet
• Latinos in Houston and Dallas are least likely to avoid TV commercials
• Latinos in the Northeast are most influenced by product placement on TV
Source: Packaged Facts
To read the Spanish version, see “Se Habla Latino” in the November issue of Gifts & Decorative Accessories.
On October 1, America Online AOL launched Latino, a Spanish language version of its 9.0 Optimized online service designed to meet the needs of the United States' fastest growing minority group. Charter sponsors for AOL Latino include Coca- Cola, Bank of America, Heineken, Loreal, General Mills' Cheerios, and Toyota. |
Early Adopters
Besides Latino cultural groups and Spanish-language publications, TV and radio stations, retailers reaching out to Latino customers should look someplace else: online. Hispanics are less likely to own a home PC, but according to a 2006 study conducted by Simmons Research, Hispanics are more likely than non-Hispanics to find Internet advertising effective, 46 percent more likely to have visited a social networking site in the last six months, 95 percent more likely to view streaming video, five times more likely to download music, 42 percent more likely to access the Internet and twice as likely to view video on their cell phones. About the only aspect of online life that Hispanics aren’t into? According to New York-based Packaged Facts, Hispanic teens are less interested in video games.
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