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...