Hispanic Engagement With Online Ads [CHART]
Hispanics appear to be more responsive to digital advertising than non-Hispanics, per results of a July 2012 study from Terra, conducted by comScore. This responsiveness ranges from brand recall to action: they are 80% more likely to say that they usually remember the brands they see advertised online, across all devices (20% vs. 16%), and 73% more likely to report having been motivated by an online ad to visit a retail store for the product or service advertised.
Online ads also spur visits to brand websites: 38% of Hispanics said that they are inclined to visit the website of a brand if its online advertising speaks to them, compared to 24% of the non-Hispanics surveyed. Read the rest at MarketingCharts.