Why Hispanic Direct Response Marketing Works...
The process of acculturation influences the Hispanic consumer’s perception of direct marketing. While most consumers in the general market dismiss direct marketing materials as junk mail, Latinos — particularly recent immigrants — welcome it as a means of becoming a more informed. Overall, Hispanic households are 3.5 times more likely to respond to a direct mail solicitation than a non-Hispanic household; 72% say they always read their mail, including direct marketing; 60% of the direct mail sent to homes is in English; 52% of the respondents speak only Spanish in their homes.
Like never before, online information is influencing major purchase decisions among Hispanics. Over 60 percent of online Hispanics consider the internet the best information source for making their final brand decisions.
Research has shown that almost half of the adult Hispanic population has internet access at home (44 percent), and nearly 60 percent have access from any location.
Most importantly, half of Hispanics with internet access at home are on broadband. As Hispanics become more accustomed to using the web, they are beginning to carve out their own unique path in search of an online community that reflects their unique lifestyle, issues and culture.
Young people 24 and under represent 35% of all Hispanic online users. While their online activities resemble those of the general youth market, they have unique characteristics. Their culture, heritage and language define their online behavior and how they respond to marketing messages.
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The Web Success Coach