Commentary

How Much Do Hispanic Audiences Actually Over Index?

Unless you’ve been living under a rock, you know that Hispanics are “over indexing” across new media channels. That fact has already been mentioned about 1,000 times here at MediaPost’s Engage: Hispanics conference, on Thursday. But, what does it actually mean? Well, about 45% of Hispanic audiences rely on phones as their primary digital device, while that share drops to about 37% among non-Hispanic audiences. That’s according to data cited by Jordan Greene, Principal of Mobile Media at Mella Media. Says Greene, that means that “mobile’s a pretty good place to start” when targeting a Hispanic audience.

Needless to say, a great deal of diversity exists within Hispanic audiences. For better or worse, that means that far more is required of the marketing community, acccording to Diego Figueroa, SVP and Director of Strategy and Participation at creative agency LAPIZ. “It’s more about segmentation than demographics,” he said on Thursday.

 

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