'Most Hispanic Women Trust Online Buzz More than Ads'

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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.
Interesting and perhaps it might change your perspective on the 'selling' effect of social media and the Latina demographics?
#ads #buzz #hispanic #online #trust #women
  • The information might be useful but - I am always wary of information that lacks a sample size - my Spanish is rusty, but I couldn't find it anywhere. Secondly, I don't put much faith in what people say, but what people do - the two are very different.

    Finally, many of these revelations are funded by someone with a commercial interest in the outcome - as a form of publicity. I've been in offices of PR agencies when they have made up statistics being broadcast on a national level.

    I'm not saying all of these apply here - but there are two many factors affecting this for it to be something I would rely on.
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    • Profile picture of the author ExRat

      I agree with Steve - although I did gauge opinion across Latin social networks before coming to this decision.


      Roger Davis

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