This means they are also more technologically savvy than their counterparts in the General Market. They use a wide range of devices to access the Internet, which shows they are comfortable with and are willing to try new technologies. They also view the Internet as a key medium for information and socialization and use to it stay up to date on current events and pop culture, find deals and meet people.

Given their influence on the mainstream and their consequent rise in purchasing power, it is understandable why it has become increasingly important in recent years for advertisers to reach this growing demographic. In order to do that, it is imperative that marketers understand the intricacies of this complex population. Hispanics are often lumped together into a single, generic category ripe with stereotypes.  This is the first and biggest mistake most marketers make. Latinos come from a variety of backgrounds and experiences; they don’t all eat tacos or necessarily prefer content in Spanish. In fact, many Hispanic Internet users don’t trust Spanish sites because they are a mere literal translation of their English counterparts that don’t always capture the intended message. This is why it’s important to provide advertising content that is tailored to your segment’s experiences and ideally takes into account ties to their home country. Media representation is another crucial component. Images should provide positive cultural identification without falling into stereotypes.

In conclusion, Hispanics have become a force to be reckoned with. In order to garner a piece of this advertising pie it is vital to take into account cultural differences and offer custom-made campaigns that talk to your audience without being patronizing.


Source: Hispanic Cyberstudy http://www.advertising.aol.com/sites/default/files/HispanicCyberStudy-2010.pdf