Online Hispanics are a lucrative target

Internet (TransCam via Flickr)A recent comScore report on the Hispanic Internet market found that the online Hispanic population reached a record 20.3 million visitors in February 2009 – representing 11% of the total U.S. online market.  Furthermore, among online activities, Hispanics ranked highest on Community (Teens); Gaming; Entertainment (Radio and Multimedia); Discussion/Chat, IM; and Music.

These findings should be of keen interest to US marketers, and (as all research findings), raise a couple of questions.

Why does the Hispanic market spend so much time online?

The answer to that question is two-fold. Hispanics, by nature, are an interdependent-interconnected culture – which is why we see them over-index on connected media (e.g. cell phone usage, social networking, blogging, etc.).  Any technology that facilitates connecting is high-value for the Hispanic consumer. Continue reading “Online Hispanics are a lucrative target”

Come on up: The rise of multicultural marketing

multicultural_lump_of_peopleWhen Barack Obama took the oath of office last January, he redefined America – not just this country and its brand, but its constituency as well.  In many ways he is living proof of a phenomenon that demographer’s have been predicting for quite some time:  descendents of the early settlers will be a minority by 2050 (then, a correction last year – 2042), and traditional minorities, will be the majority.

What does that mean to marketers, to brands, to this country, to the long-held American ethos?

I believe that it means that maybe we should put technology aside for a moment, and focus on the American consumer for a bit. We should identify how he/she has changed over the last four decades (and will continue to change), what he/she looks like (not just demographically, but psychographically), how he/she behaves, and alas – how connected  he/she is to a network? Regarding the all important network, we should also identify the network’s composition, how he/she interacts with said network (off-line, on-line, linguistically, culturally), and how we marketers can connect with the network via the consumer.

Continue reading “Come on up: The rise of multicultural marketing”