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Use Spanglish When Targeting US Hispanics


Global Marketing News – 7th July 2016

Use Spanglish when targeting US Hispanics

Research by Culturati and Nielsen has investigated how best to target US Hispanics online.

It found that ads that used “Spanglish” – a mixture of Spanish and English – were good at connecting with Hispanics, so long as they were respectful of both languages and cultures.

The study also found significant differences in the buying behaviours of different types of Hispanics.

It found that those who were classed as “culturally Hispanic” had the highest levels of brand loyalty, with 70% saying that they always bought from the same brands. More than three-quarters said that they deliberately sought out stores that sold Hispanic products. 37% of US Hispanics are classed as “culturally Hispanic”.

The 19% of US Hispanics who are classed as “culturally American” were least likely to seek out Hispanic products, with just 17% doing so. 59% said that they always bought from the same brands, with price, novelty and practicality being the main concerns for this group of people.

44% of US Hispanics are classed as bicultural, and they fall somewhere in between when it comes to actively seeking Hispanic products. Factors such as price, quality and social interactions are important when making purchase decisions.

China tightens online censorship rules for news sites

The Cyberspace Administration of China has tightened its internet censorship rules.

From now on, all news websites and social networks will have to verify all news reports before they are published.

This means that news websites will have to find out the source of a news story and check that it is true before they are allowed to publish anything. Social networks will have to develop some kind of internal process that will identify breaking news posts and verify if they are true.

In a statement, the Chinese authorities said: “No website is allowed to report public news without specifying the sources, or report news that quotes untrue origins,” adding that “It is forbidden to use hearsay to create news or use conjecture and imagination to distort the facts”.

The authorities have not said what the punishment for failing to verify news reports will be.

In other internet censorship news, South Africa, India, Kenya, Russia and China have tried to get a UN law changed so that governments would be able to switch off access to the internet whenever they want.

They were outvoted and so the law remains unchanged, but it is worth noting that these countries may try to change their own laws to try to restrict internet freedom within their borders.

Global internet speeds Q1 2016 revealed

The global average internet connection speed was 6.3 Mbps in the first quarter of this year, up 12% on the previous quarter, according to research by Akamai.

The fastest internet speeds were found in eastern Asia and northern Europe.

South Korea had the fastest internet in the world, with an average speed of 29 Mbps. Norway, Sweden, Hong Kong and Switzerland made up the rest of the top 5, with all these countries seeing speeds of over 18.5 Mbps.

The average internet speed in the US was 15.3 Mbps.

The vast majority of countries studied saw increases in their internet speeds from Q4 2015 to Q1 2016. 142 out of 146 saw their internet speeds increase, whilst 4 countries saw their internet speeds slow down.

Internet of Things network launches in South Korea

And finally, an Internet of Things network has launched in South Korea.

It is the first low-cost, commercial such network to launch in the country, and will allow all smart devices to communicate with one another.

SK Telecoms is delivering the network, which will charge users a small fee. It will be able to reach 99% of South Koreans.

The Internet of Things is the concept of everyday objects having internet capabilities in order to improve efficiency or functionality, for example a fridge that can monitor its contents and order food when it runs out.

Webcertain’s global marketing news bulletins are daily 5-minute videos, providing marketers with the latest international digital marketing news in an easy-to-digest format.

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Gemma Houghton

Director of Marketing at Webcertain
Gemma has worked in international search marketing for over 14 years and is Director of Marketing at Webcertain, overseeing all marketing activities for the Group. She also organises and programmes Webcertain's International Search Summit, a search marketing conference focusing on international and multilingual online marketing which runs across Europe and the US. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing, a Diploma in Management and Leadership from the Chartered Management Institute, and a BA joint honours degree in French and German.

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