The Power of the Latino Collective

Yes, Hispanics are online. In fact, there are over 20 million of them online today and they’re growing, fast. Hispanic online market growth will continue to outpace general market growth into the foreseeable future. What’s most compelling for Hispanic online marketing however is the fact that Hispanics are extremely active and social online.

Research from Dr. Felipe Korzenny , Tamara Barber at Forrester Research and the Pew Research Center indicates that Hispanics are leading the charge on the social web. Hispanics are young, which explains part of the phenomenon.

But what’s fascinating is that culturally Hispanics are, well, more social. They have strong ties to friends and family and have a powerful drive to stay connected. In addition, Hispanics, regardless of their language preference are turning to the social web to consume and create their own content. There is a lack of high quality, culturally relevant content in English and Spanish, so, Hispanics are creating their own. This represents a great opportunity for savvy marketers who can figure out how and where to reach these online Hispanics.

- Lee Vann  is founder and CEO of Captura Group.

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