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Culturally Relevant Digital Ads Found More Meaningful to Hispanic Millennials

Hispanics continue to outpace the general market in digital, and in mobile in particular. Specific findings from the study by Terra and Comscore:

  • 61% of Hispanics use tablets for online videos vs. 42% of non-Hispanics.
  • 44% of Hispanics use smartphones for online videos vs. 30% of non-Hispanics.
  • 28% of Millennials find online ads more meaningful when they are culturally relevant vs. 23% of Gen X and 15% of Baby Boomers.
  • 28% of Millennials are more likely to notice brands that advertise on sites with special programs (such as live music or sports events) than on any other types of sites vs. 20% of Gen X and 14% of Baby Boomers.

 

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