Marketers must look beyond the old “digital divide” stereotype and the incomplete “Hispanics are mobile” cliché to grasp the nature of Hispanic consumers’ digital activity—especially as the issue of English-vs.-Spanish adds distinctive complications.View this Report
Lee Van, chief strategy officer at Captura Group, talks about how marketers over generalize when targeting Hispanic consumers.
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For Hispanic Consumers, a Different Digital Divide
Oct 01, 2018
Some marketers still hold an outdated picture of the US Hispanic population as languishing on the wrong side of a gaping “digital divide.” But there are areas where Hispanic consumers continue to lag in the digital space.