Mario Carrasco, cofundador de ThinkNow Research
Mario Carrasco, partner of ThinkNow Research wrote on MediaPost about the results of a study comparing the behavior of Hispanic-Americans with non-Hispanic white Americans when they perform searches on Google. With the results of the research, that gathered 2.5 million websites that had been seen and more than 170,000 search results, presented three insights advertisers must bear in mind when connecting with Hispanic that way.First is that bilingual Hispanic Millennials are superstars when it comes to searching. They recorded the highest level compared to other groups: Hispanic and Non-Hispanic, they also presented the highest percentage in number of pages viewed. According to Carrasco, this means that advertisers can use Spanish marketing search to penetrate this market with an inexpensive and effective tool. The second insight is that bilingual Hispanics use less words and characters for their searches, whereas predominantly Spanish-speaking Hispanics are the opposite. “This can be boosted by the fact that Spanish and relevant Hispanic content continue growing online and, in consequence, consumers might be searching more broadly to improve their chances of finding relevant content” said Carrasco.
