MarketingCharts- Why Word-of-Mouth Should Be A Key Focus of Your Hispanic Marketing Strategy

Word-of-mouth is the leading influencer of consumer purchase decisions in the US, topping all paid advertising channels. New research from Keller Fay Group, an Engagement Labs company, shows that Hispanics are not only more likely to engage in word-of-mouth than the general public, but also more likely to pass along the information they hear to others.
Why is this important? Some 47% of brand word-of-mouth (W-O-M) among Hispanics leads to high purchase intent (top-2 box on a 10-point scale), including a majority (52%) of brand W-O-M among Spanish-speaking Hispanics.

W-O-M Activity

Let’s get to some more specifics, based on a survey of 36,202 respondents aged 13-69 tracked from August 2015 through July 2016.

First off, the analysis demonstrates that Hispanics are more likely to talk about brands than the general public: they averaged 80 brand mentions per person each week, 29% higher than the total average (62) and 38% higher than the non-Hispanic average (58).

Read the entire article here.

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