Erin Hunter, directora global de Insights del Consumidor en Facebook
A Nielsen research for Facebook -released at Advertising Week presentations last month in NY- showed that the social network has a better reach of millennials and Hispanics than television. According to the study, in a typical month, 12.2% of millennials can be reached on television only (using the top 10 networks), while only 14.2% can be reached on Facebook. On the US Hispanic market, numbers are similar with 16.3% of U.S. Hispanics being only reached on TV vs. 17.5% only on Facebook. Hispanics are great packaged-goods buyers because they usually have big families. “If you’re a packaged-goods marketer, that’s a point of market entry that these people are now moving into, and the best way to reach them is through the device that’s always with them, which is, of course, the smartphone” said Erin Hunter, director-global consumer insights for Facebook. Both groups, particularly millennials, are more likely than the general population to make purchases online. They also spend more time researching products before they buy them, and do the majority of that research online. Half of millennials said they discover new products from sources outside the store. “The implication is that in order to find these people, digital channels really are the best way” Hunter concluded.
Margaret Gould Stewart de Facebook: Debemos apuntar hacia la publicidad sustentable y respetuosa
