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 use a 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.
Data from Terra’s ‘2012 Hispanic Digital Consumer Study’ indicates that 46% of Hispanics believe they are more likely to remember the brands they see advertised on their tablet than on offline media – compared to just 37% of non-Hispanics. Similarly, 38% of Hispanics believe they are more likely to remember the brands they see advertised on their smartphones, compared to 27% of non-Hispanics.
This engagement with ads on mobile devices comes amid other results from the study revealing that Hispanic adoption of smartphones has jumped from 43% in 2010 to 57% this year, while non-Hispanic adoption has risen by a relatively more modest 10% points, from 36% to 46%. According to recent Nielsen figures, though, 55% of US mobile subscribers own a smartphone, as of June 2012, with 2 in 3 new mobile phone purchases by Americans in the last 3 months being a smartphone instead of a feature phone.