Hispanics online tend to be more Internet savvy multitaskers, according to a new Yahoo Telemundo and Simmons Research study
called, "Conexión Cultural/Connected Culture."
The report shows that:
-- Hispanics outpace the general population in hours of daily media and technology use, including 14 hours of each day, or 27 percent, spent with technology, and 13.5 hours, or 26 percent, spent with media.
--Hispanic use more than one device at a time
-- Nearly 70 percent of Hispanics agreed "life will be better in the future because of technology," compared to 51 percent of the general population.
-- Almost 80 percent of online U.S. Hispanics have access to broadband, and seven of ten have been online for more than five years.
Michele Madansky, vice president, global market research, Yahoo, and co-author of the report, says in the article, "The big take away is Hispanics are online and you need to create separate online marketing campaigns that address this audience that are culturally relevant. It's about providing contextual relevant messaging, so you're really understanding these people and what's important to them: their cultural heritages, their families and friends and connectivity, and using that in the messaging