How Hispanic consumers drive word of mouth

This event report assesses the role of word of mouth (WOM) for Hispanic consumers in the US, based on data from the Keller Fay Group, the market research firm.

How Hispanic consumers drive word of mouth

Stephen WhitesideWarc

Consumers across America talk about brands some 2.3 billion times every day – and, increasingly, Hispanic shoppers are leading the conversation.

"Twenty-one percent of those word-of-mouth brand impressions come from Hispanics," Ed Keller, chief executive of the Keller Fay Group, the market-research company, said on a webinar held in partnership with Spanish-language broadcast network Univision.

"This is especially impressive when you know that Hispanics only make up about 17% of the population. So they definitely over-index. And it is the demographic group that is most actively engaged in word of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands