Is Your Digital Marketing Strategy in Sync with Latino-User Behavior? A Growing Demographic Forces Media Firms to Rethink Mobile-Marketing Strategies

A surge in the U.S. Hispanic population is a wake-up call to identify and strengthen strategies for targeting this important demographic segment.

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...

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