Media Life Magazine- For brands, word of mouth stronger among Hispanics
It makes sense for advertisers to target Hispanics, considering the continual growth of the segment.
But there is another advantage in focusing on the Hispanic audience: They’re great at passing along word of mouth brand endorsements.
That’s according to a study from Keller Fay Group, which looked at brand mentions per week over the course of a year.
It found the general public made an average of 62 brand mentions per week, both online and offline. That number was 58 per week for non-Hispanics.
Among Hispanics the number was significantly higher, at 80 word of mouth mentions per week. That included 75 brand mentions per week for English-speaking Hispanics and 83 per week for Spanish-speaking Hispanics.
And bilingual Hispanics came in even higher, making an average of 87 brand mentions per week. That’s 40 percent more brand mentions per week than the general market.
Read the entire article here.
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