HISPANIC CONSUMERS MOST DIGITALLY INFLUENTIAL

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Hispanic consumers are more social, influential and impressionable online than non-Hispanic consumers, according to a new study commissioned by Unilever, Mindshare and ShareThis. The study, found that Hispanic consumers are twice as likely to either share content or click on shared content than Americans in general.

The research also showed that Hispanic consumers share via social media five times more often than non-Hispanic users, and content shared by Hispanic consumers is 35% more likely to be clicked on than content shared by the non-Hispanic population. And Hispanic consumers are twice as likely to purchase the kinds of products they share about compared to non-Hispanic consumers who are only 1.3 times as likely to make a purchase compared to what they share online.

Finally, the data suggest that Hispanic consumers are also more influential on social media: content they share garners more “click-backs” (the act of clicking shared links to view the shared content) than content shared by non-Hispanic consumers.

Source: Greenberg, Karl. “Hispanic Consumers Are Social Media Catalysts” MediaPost. Feb. 20, 2014.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros dkachiros@gmail.com dkachiros.com 214-596-8468

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