Social media is a huge tool for companies to attract and educate new consumers; so why do 38% of Hispanic women in the U.S. feel that these networks lack content created especially for their interests and needs?
According to a new study by research firm Sophia Mind, Hispanic women are one of the fastest-growing online demographics. "Brands are understandably eager to reach Latina women and our research shows the best way for marketers to connect with them is through social networks," said Andiara Petterle, CEO of Bolsa de Mulher, the parent company of Sophia Mind.
The study shows that Facebook is the social network used most by U.S. Hispanic women, followed by Twitter, Hi5, MiGente, Univision, and Bebo. While American women mostly use social media sites to connect with friends and family, Hispanic women also use social nets to find information on products and services.
"Marketers have a golden opportunity to deliver meaningful content and targeted messages to Latinas through social channels," said Petterle. "By speaking with Latina women in an authentic way, brands can build lasting brand awareness with this massive market."
Sophia Mind:
Needs of Latinas Not Being Met on Social Nets:
http://www.brandweek.com/bw/content_display/news-and-features/hispanic-marketing/e3ibff1f88d055b04ef8502606841a4864e
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