It is critical for marketers to investigate Hispanic trends and implement a multichannel approach via online, direct, or mobile marketing when targeting the strong buying power of the Hispanic population.
Jim Litwin, VP, Vertis Communications

31 percent of Hispanics visit the senders website when responding to direct mail received in the past month, compared to just 20 percent of non-Hispanic adults. Hispanic adults are just as likely, and in some cases more likely, to use technology as are non-Hispanic adults. These are among the results of a recent survey by Vertis Communications. Additionally, Hispanics and non-Hispanics hold the same comfort levels when it comes to providing credit card information online. While making a purchase or opening an account, 34 percent of Hispanics indicate they are somewhat or very comfortable revealing financial information online, in-line with 35 percent of non-Hispanics.

“It is critical for marketers to investigate Hispanic trends and implement a multichannel approach via online, direct, or mobile marketing when targeting the strong buying power of the Hispanic population,” said Jim Litwin, vice president of market insights at Vertis Communications. 

While Hispanics may show solid comfort levels with digital technology, Vertis’ results also found that 54 percent of Hispanic households that speak only Spanish outside the home do not have access to the Internet, compared to just 4 percent of Hispanic households that speak English outside the home. Based on this lack of at-home Internet access among Spanish-speaking Hispanics, Vertis’ OPINIONES study also investigated Hispanics’ response rates to retail direct mail, finding 88 percent of first- or second-generation Hispanics read direct mail from discount stores, while 81 percent of third- or fourth-generation Hispanics read grocery store direct mail. Furthermore, 75 percent of Spanish-speaking households that speak English outside of the home read direct mail from traditional department stores, compared to 66 percent of English-speaking households.

The study also revealed the following:

Coupons Most Popular Direct Mail Offers Among Non-Mexican Hispanics

- Non-Mexican Hispanics elicit the highest response rates to coupons in direct mail, with 69 percent indicating response to such offers in the past 30 days, compared to 56 percent of Hispanics of Mexican heritage

- For Hispanics of Mexican heritage, “buy one, get one free” direct mail offers are most effective in driving response, with 65 percent having responded to this type of offer in the past month, compared to 62 percent of non-Mexican Hispanics

- Direct mail messages regarding a sweepstakes, game or contest are least effective among both Mexican and non-Mexican Hispanics, with 13 percent and 18 percent, respectively, indicating response to such offers in the past 30 days (See Slide A)

Hispanics’ Comfort Levels Vary When Providing Credit Card Data Online

- 49 percent of fifth-generation Hispanics stated they do not feel comfortable providing their credit card number online when making a purchase or opening an account, compared to 39 percent of first- or second-generation Hispanics

- 40 percent of third- or fourth-generation Hispanics are either somewhat or very comfortable providing credit card information over the Web; this number drops to 29 percent among first-, second- and fifth-generation Hispanics (See Slide B)

- Among the various Hispanic groups surveyed, 38 percent of adults of Cuban, Dominican Republic and Puerto Rican heritage feel either somewhat or very comfortable providing credit card information online

- Hispanics of Central or South American heritage do not feel comfortable sharing information online, according to 45 percent of adults surveyed (See Slide C)

E-mail Readership and Habits Among Hispanics

- According to the study, 53 percent of Hispanics from Cuban, Dominican Republic or Puerto Rican heritage never read e-mail advertising

- Hispanics of South American heritage are most likely to read e-mail advertising based on needs, organizations they are familiar with, or products they want or need, according to 49 percent of respondents (See Slide D)

- 53 percent of fifth-generation Hispanics never read e-mail advertising; conversely, 40 percent of third- and fourth-generation Hispanics read all e-mail advertising

- First- or second-generation Hispanics are most likely to read e-mail advertising based on their needs, stated 16 percent of Hispanic adults surveyed (See Slide E)