Online Hispanics more tolerant of email comms

Hispanics are more likely to want to receive special offers, and other marketing and business messages, via email than non-Hispanics according to new research from Mintel Comperemedia.

by Helen Leggatt

It’s not surprising that marketers are increasingly targeting the online Hispanic population using Spanish versions of websites and language-specific communications via email and mobile phone.

Not only is the demographic largely younger than the general population, with a median age of 27.2 years compared to 36.2 years, but it’s also faster growing. The Hispanic population is forecast to grow 13.3 percent by 2012 compared with 2.9 percent for non-Hispanics.

Add to this that Hispanics spend more time online than the general population and you’ve got a recipe for receptiveness and more tolerance for communication via email, especially with culture-specific content. "Hispanics tend to spend more time online while at home than the general population (9.2 hours per week versus 8.5 hours), so receiving information and offers through e-mail makes sense to them," said Carmen Curran, senior e-mail analyst at Mintel Comperemedia, who carried out the research.