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When it comes to U.S. Hispanic marketing, it’s no secret that more and more dollars are migrating from traditional media to online and new media vehicles, reflective of the general U.S. market.  It is clear and has been proven that younger Hispanics (*46% of all Hispanics online are under 35 years old) are spending 24 hours a day, 7 days a week online through different devices such as their PCs, mobile phones and gaming.

We also know other Hispanic micro segments (usually older) are also transitioning to online venues as a more trusted source while going through the purchasing funnel.  A lot of advertisers would deduct that by investing only in an English online media mix they will, by spillover, reach this huge and growing Hispanic opportunity.

Not so fast my dear colleagues- the reason Hispanics can be reached through English media is NOT an imminent preference for English sites, but rather  the lack of quality and trust of the “Clic Español” option.  If a bilingual internet user visits an English language site and sees the option to click on a Spanish version of the site, more likely than not, they will not click through.  It is a war of the languages and a matter of trust, and as we begin to see better quality and content in Spanish, we are also learning that “in-language”, comprehensive web venues are getting marketing messaging across more effectively while making a stronger connection with U.S. Hispanics.

Finding the right partner to allocate your digital Hispanic dollars in the right fit will be the key factor to your marketing success.

*Source: Hispanic Cyber-Study by “AOL advertising” and “Cheskin”™ 2010