A study from AOL found that Hispanic Web users are more likely to be more trustworthy in the information they find online. The Hispanic population is a relatively younger market on the internet but their numbers are growing.
The study concluded that nearly three-quarters of Hispanic Web users had confidence in product rating sites, for example, compared with 28% who put more stock in the opinions of their friends. Many of the other results of the study are provided in the graph below:
This study also showed that Hispanics were:
• More likely to turn to the Web in almost every phase of the purchase decision (from learning process to brand awareness to final purchase decision)
• More likely to be online via mobile technologies
• Less likely to use email or talk over the phone or in person
• More likely to share deals or information with friends from online sources
Here is a graph that demonstrates the Hispanics use of communication:
Information Provided By: eMarketer
Blog Post Written By: Kent Seiders