We just finished collecting data for our multicultural marketing study (Florida State University's Center for Hispanic Marketing Communication with the collaboration of DMS Insights). The suprise, again this year, 2011, is that once Latinos are online they are more likely than other cultural groups to innovate in the digital space.
In this new study we found that Hispanics in general and Asians are more likely to have a blog than anyone else. Perhaps even more surprising is that Latinos who prefer to answer in Spanish are more likely than anyone else to have a website of their own.
We have found this tendency over the past 5 years, and it continues. It would have been expected that over time, members of other cultural groups would catch up and even out the field. That has not been the case. What that tells us is that Latinos are truly engaged with online technology.
The reasons for these trends are most likely related to the collectivism of these consumers. They want to share their experience with others who are important to them. These findings have strong implications for marketers. If Hispanics are online leaders, who do you approach to disseminate the news about your products? Latinos are the arrowheads into a new era of virtual experience. Their behavior is particularly interesting because traditional marketing stereotypes have usually placed Hispanics as laggards in the digital space. They are not. They are innovators who strongly engage with new media because allows them to have a voice and a forum for their points of views, images, and ideas. Blogs and personal websites constitute a newly discovered freedom of expression and sharing. Latinos are at the vanguard of taking advantage of this freedom. Marketers should take note of this important trend when planning how to get their products and services in the new and changed multicultural environment.
Have a Blog
Have a Website
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring.
Hispanics/Latinos, Asians, and African Americans will soon be half of the US population. These cultural groups tend to preserve key elements of their ancestral cultures. Communicating and marketing in culture to these important groups requires cultural understanding. Cultural diversity and multiculturalism are important trends in the United States and around the world. This blog is about cultural diversity and multiculturalism.
Friday, April 8, 2011
Latinos Are Digital Innovators
Posted by Felipe Korzenny at 2:14 PM
Subscribe to: Post Comments (Atom)
Very good research and thank you for sharing. We will miss you at this year's Business & Entrepreneurship Summit. Best, Eduardo Gonzalez Loumiet
Fascinating research! Do you have information about the age of the innovators, and the ages of their audiences? I'm interested in reaching older Hispanics with relevant and compelling messages about cancer prevention, screening and assessing treatment options such as clinical trials.
Post a Comment