Hispanics' Purchase Decision Influences, March 2015 [TABLE]

Hispanics are more receptive to online advertising than non-Hispanics, but also rely more on their family when making purchase decisions, details a recent Specific Media study produced with SMG Multicultural and conducted by Millward Brown Digital. Hispanic survey respondents were more likely than non-Hispanics to report being persuaded to make purchases after viewing several types of digital ads, and were significantly more likely to view smartphone ads as useful, relevant, influential and informative. Separately, the study found Hispanics to be heavy TV multi-taskers, noting also that they’re more likely to engage with brands online if a TV ad directs them to the brand’s online presence. Source: Specific Media [PDF]

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