Most Hispanic Women Trust Online Buzz More than Ads - eMarketer
According to an April 2010 Sophia Mind study of Latin woman in the US, Mexico, Argentina and Brazil, female social network users differ somewhat in their usage habits but are general avid visitors to social sites and rely on them for purchase decision-making. |
In the US, about one-fifth of Hispanic women said they made social network comments about purchase experiences all the time, but respondents were more likely to speak up only when they had a good experience.
Latin women were most likely to trust the advice of social network connections when it came to electronics. About half were also open to recommendations for books and magazines, music, travel and films. Purchases of more personal items such as clothing, jewelry and investments were not influenced by social networks.