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Hispanics online
Want to reach the Hispanic market online? Try video. A recent report by Google and Ipsos OTC MediaCT found that, while Hispanics are online less than non-Hispanics, Hispanic Internet users consume a much higher volume of online video than their non-Hispanic counterparts. Getting down to brass tacks, the study found that 64% of Hispanic Internet users visited a video site in the past month, versus 50% of the general population.
The study also found that with the exception of Hulu, Spanish-dominant and bilingual Hispanics are either as likely or more likely than English-dominant Hispanics to have visited various video sites in the month preceding the survey. In the case of YouTube, 92% or more of all Hispanic sub-groups reported having visited the video site.
Aside from their affinity towards online video, the fact that Hispanics are the youngest ethnic or racial group in the US (median age of 27 versus 31 for blacks and 41 for whites, according to the Census Bureau) may also have something to do with why Old Navy invests significant marketing dollars to target Hispanics.
Presumably taking the above stats into consideration, this Fall the apparel retailer teamed up with its award-winning agency, AKQA, and media giant Telemundo to produce ‘Estilos Robados,’ a six-part fashion-centric online mini-novela. Old Navy promoted ‘Estilos Robados’ with ads on its Facebook page, Telemundo’s TV network, website and mobile site, in addition to its very own Spanish YouTube channel. Old Navy even went as far as to distribute flyers for two weeks at more than 100 stores in heavy Hispanic areas and using digital billboards in Miami.
“Hispanic shoppers account for about 12% of apparel sales, and Old Navy’s share is north of that,” said Deborah Yeh, VP of marketing at Old Navy. Given creative, engaging and fully integrated campaigns like this one, we’re not surprised.
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