If you still haven’t come around to the idea that technology-enabled word of mouth (WOM) marketing is the future of Hispanic advertising, check out this new research from eMarketer on how Hispanic women trust online buzz more than ads.

Although the research looked at women both in the U.S. and Mexico, Argentina, and Brazil (where they likely represented higher socio-economic demographics), the data on U.S. Hispanic women was particularly interesting:

The most powerful take-away from the research was that “a majority of respondents across the US and Latin America agreed that they trusted comments on social networks more than ads.”

If you took out the words “social networks” out of that statement you wouldn’t find that claim all that interesting – it is consistent with what we know about Hispanics and their strong and influential offline social networks. What this research does show is what many of us have been preaching for the last few years – that offline Hispanic WOM activity is migrating online thanks to the growing omnipresence of social networks in U.S. Hispanics daily lives.

The Hispanic groundswell has arrived…

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