Is Your Digital Marketing Strategy in Sync with Latino-User Behavior?
Gian Fulgoni and Adam Lella
comScore
INTRODUCTION
The Realities and Online Behaviors of Hispanics
According to the U.S. Census Bureau, 53.3 million people—nearly one in six U.S. residents—are Hispanic.1 As one of the fastest-growing demographic segments in America, the Hispanic population is expected to more than double to 128.8 million people and make up approximately one-third of those living in the United States by 2060.
As a result, marketers must have a strategy for targeting this important demographic segment. And with consumers spending more time engaging with digital...