MERCADEO Versión en español
AHAA: Hispanics are more likely to welcome advertisements
Manuela Walfenzao| 16 de noviembre de 2016
69% de los hispanos ve TV en vivo a diario
The Association of Hispanic Advertising Agencies (AHAA) posted a series of tweets under the hashtag #ahaau with insights about Hispanics and their relation with advertising and the use of media. “In general Hispanics are more likely to welcome advertisements, and those who are more acculturated are less open to advertising messages” AHAA tweeted. In this regard, AHAA tweeted that 61% of Hispanics consider that ads help them make better decision, and almost half agree that ads can help them persuade others. And even 38% are willing to share information about themselves with brands they like in exchange for rewards. Regarding the use of media, AHAA tweeted that 69% of Hispanics watch live TV daily, 88% weekly. “The need for instant gratification from TV shows is increasing as viewers have more options for changing the channel or moving online.” According to AHAA, the Hispanic population as a whole is very young, 29% are millennials, compared to 24% of the general market being millennials. This might explain that 89% are now internet users, and under age 44 are almost universally online. Also, they are active on social media: 74% use Facebook daily and 67% access YouTube. But they prefer ads in TV than in digital platforms. “Hispanics associate TV ads with being entertaining and memorable whereas online ads are considered intrusive and annoying” AHAA tweeted.
