By RAISA HABERSHAM
Hispanic women in the U.S. are more likely to go online to access information on health, fitness, family and parenting, than other American women, according to a study released Thursday by Batanga Media and Nielsen.
Karen Domingo, a senior research analyst for Nielsen, said Hispanic women are more attracted to lifestyle news and features because they find the information uplifting.
“This gives them a sense of empowerment and tells them they can have a bit of control in their decisions,” Domingo said.
Based on the study, 68 percent of respondents felt they would be more successful by visiting these sites, and are more apt to visit these sites if they are in Spanish.
“We believe a part of the reason Latinas frequent this information as often as they do is due to the scarcity of content available to them in-language and in-culture, thus making this digital information inherently much more valuable and useful,” said Natalia Borges, vice president of marketing at Batanga Media, a digital content strategy company.
Increased use of mobile devices is part of what is driving Latina consumption of lifestyle news and features, said Domingo. According to the study, 31 percent of Latinas use their mobile devices to access the internet compared to 12 percent of U.S. women.
Nielsen reported similar findings earlier this year, which showed Hispanics are ahead of the digital curve, outpacing the general American population in smartphone usage.
Younger Latinas are also following suit, as many visit lifestyle sites for online shopping. Domingo said this shouldn’t be a surprise since online shopping is popular.
The study does not provide insight as to which specific websites were frequently visited most by Latinas.
“While the importance of the U.S. Hispanic population is no secret to marketers, the power of upscale Hispanics—defined as people in households making between $50,000 and $100,000 a year—is only beginning to receive attention,” Emma Bazilian wrote for AdWeek a year ago. “A recent report from Nielsen called wealthy Hispanics ‘the most influential segment since the baby boomers,’ controlling $4 out of every $10 spent by the demo, while the U.S. Census Bureau reported that the percentage of Latinas earning over $50,000 has grown more than 200 percent over the past 10 years.”
Marketers have been struggling to reach Latinas since general content traditionally has not catered to them, Domingo said. The combination of increased social media usage and spending power within the Latino community may lead to better targeting, which is something researchers hope will happen with the lifestyle content study, she added.