research « Think Multicultural

Hispanics are more social, but do they behave differently in social media?

Thursday, September 2nd, 2010

(an edited version of this post originally ran on MediaPost’s Engage Hispanic blog on 9/2/10)
If you’re like me, you’ve probably seen innumerable reports and studies stating that Hispanics are more social.
Most of the data backing up this catchy headline focuses on social media usage. Hispanics are active users of social media platforms, particularly social [...]

“Blue Ocean” Strategy for Hispanic Marketing Competitive Advantage

Tuesday, August 10th, 2010

To continue my rant regarding the paltry 5% of Hispanic ad spend that went to digital media reported in the 2010 AdAge Hispanic Fact Pact, I started thinking about the positive potential of this statistic.
Think about this way – no one will argue that the Hispanic consumer isn’t important (there are $6 billion reasons why [...]

Hispanics and E-commerce

Thursday, August 5th, 2010

(an edited version of this post originally ran on MediaPost’s Engage Hispanic blog on 8/5/10)
Hispanics and e-commerce is a fascinating topic. A topic that has been covered in almost every major research report on Hispanic Internet use since 2000, yet it is rarely given more attention than a small section of a larger white paper [...]