Latinas and Social Media
A recent Sophia Mind ™ report and study showed that Latinas in the U.S., Mexico, Argentina and Brazil rely heavily upon their social sites for purchase decision-making. While individual use varied slightly, the report showed clearly that the women felt most comfortable relying upon other Latinas for input on buying. They were most likely to engage themselves when their buying experiences were good and less likely to complain.
That said, negative comments were taken seriously and were more likely to hinder purchases than branding messages. Overall, a majority of those respondents polled for the study said that they trusted comments on social networks more than ads. Oddly, the area where they were less likely to rely upon social network connections was in personal items like jewelry, clothing and investments. Seems some things are just, well, “personal.”
For marketers trying to capitalize upon the raging growth and influence of Latina consumers, the smart play would seem to be a carefully balanced and closely monitored combination of online ads AND social networking strategies. Just remember: Latinas clearly take reputation seriously. No matter what you sell or how strong your brand is in other market segments, the good word on you is golden with Latinas. Spend wisely.
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