Monday, September 29, 2014

Brands catch up with Hispanic audiences on digital, mobile channels

The amount of money spent targeting Hispanic customers on digital media has long lagged behind general audiences. However, communications practitioners tell PRWeek that is changing quickly.

The US Hispanic population has grown to more than 54.1 million, or 17% of the US population, making it the nation’s second-largest racial or ethnic group, according to Pew Research.

While Hispanics have traditionally over-indexed in their adoption of new technology, PR pros say the portion of Hispanic PR dollars devoted to digital media has lagged in comparison with mainstream campaigns.

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