MERCADEO Versión en español
Captura Groups Lee Vann: Advertisers aiming at the Hispanic market are not investing in digital media enough
Patricia Molina| 8 de septiembre de 2014
Los hispanos en EE UU cada vez más consumen contenidos digitales
The founder and CEO of Captura Group, Lee Vann, a specialist who has led Hispanic interactive initiatives for clients including the Government of the USA, PayPal and Ford Motor, is convinced that the Hispanic marketing is not taking advantage of all the opportunities this group offers. From data provided by the guide Ad Age’s 2014 Hispanic Fact Pack, Lee Vann refers Hispanics in the United States increasingly consuming digital content. Even in relation to non-Hispanics, they spend less time watching TV and more time on digital media.Hispanics spend 3.3 hours per day watching TV, but use the Internet at home 3.3 hours per day, they use the Internet on their tablets two hours a day, online videos two hours a day and listen to the radio for 1.9 hours per day on the Internet. Also, Hispanics are more likely than non-Hispanics to engage with brands on social networks and buying decisions due to the interactions on these platforms. Hispanics buy products advertised via social networks by 10.9% compared to 8.3% among non-Hispanic. However, advertisers only invest in the digital area 7% of media budgets. In 2013, they invested a total of $ 8.3 billion in Hispanic media in the United States, of which only $ 580 million were allocated to digital media.
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