Conexión Consorte: Reaching Hispanic Voters Online

Consorte Media, a leading online marketing firm targeting the Hispanic market, is highlighting the huge opportunity for political candidates, parties and other stakeholders to reach out to Hispanic voters online this election season. U.S. Hispanics are moving online faster than any other segment of the population, and there are now more than 20 million U.S. Hispanics online. In fact, one out of every ten Internet users in the U.S. is Hispanic. U.S. Hispanics also spend more time online and average more page views than the U.S. general population.

Key tips for reaching U.S. Hispanics voters online include:

* Use a targeted approach: U.S. Hispanics are a diverse group. Appeals that do not address their unique wants and needs will largely be ignored. The only way to understand this multivariable and complex group is to target based on what people are actually doing online instead of relying on assumptions or generalizations. Consorte recommends data-driven campaigns that include testing and optimizing messages, looking beyond big portals to targeted sites, as well as using behavioral targeting to pinpoint the messages and sites that will deliver the highest conversion and impact.

* Don’t rely solely on Spanish-language messages: Candidates that want to successfully reach Hispanic voters will fail if they simply translate ads into Spanish. Consorte has found that an English-language message that makes a cultural reference often resonates more deeply with U.S. Hispanics than the same ad in Spanish.

* Pay particular attention to the youth market: Candidates courting young Hispanic voters can find them online. Hispanic online users are younger than their non-Hispanic counterparts. Forty-seven percent of Hispanic online users are less than 35, versus 34 percent of their non-Hispanic counterparts. In fact, per the 2006 U.S. Census, 63 percent of U.S. Hispanics are under the age of 35, versus 45 percent of the general market.

* Think outside the box when buying media: Many advertisers assume that all Hispanics just go to one or two sites, like Spanish-language portals, but the reality is that Hispanic surfing and online behavior patterns are highly eclectic and a “one-size-fits-all” approach does not work. For example, 71 percent of Hispanics online use social networking sites and 39 percent watch videos online.

“This election has brought Hispanic voters to the forefront, so for the first time many people are thinking beyond stereotypes in how to reach this diverse group,” said Alicia Morga, CEO of Consorte Media. “One of the best ways to connect with Hispanics is online, and reaching them requires a targeted, multi-faceted approach.”"*

*From: http://www.prweb.com
Traducido: usando Google o Altavista/Babel Fish

• The purchasing power of Hispanics is growing at a rate nearly 3 times as fast as that of the general population in Arizona and nationwide, said an Arizona State University business expert who has studied the market for 14 years.
• Latino population growth adds to House seats – 6 states expected to gain congressional slots due to surge in Hispanic numbers
• In the 8 states poised to gain congressional seats, Latino voter registration grew 45% and Latino voter turnout expanded 50% between 2000 and 2008. – In the 11 states poised to lose seats, Latino voter registration grew 50% and Latino voter turnout expanded 62% between 2000 and 2008.
• Latinos make up a combined 77% of the population growth in the eleven states projected to lose a House seat – would have fared worse had Latinos not moved there in record numbers
• After the 2010 Census, new Members of Congress in states like Georgia and South Carolina as well as Arizona and Texas will owe their positions, in part, to the expanding Latino population.
• FindLaw Launches ‘FindLaw en Espanol’ Center for Spanish-Speaking Consumers
• ASU, ALRE release major study on Arizona’s Latino population – (direct link to report & powerpoint)
• State elections official fired after poking fun at Spanish-speaking voters – Texas
• Greater civic engagement will make Latinos a political force – This year’s elections in key Massachusetts cities have marked some important milestones for Latinos.
• Hispanic population growing in Eau Claire, Wisconsin
• Republican Party courting Latinos in Nevada (and elsewhere)
• The New Latino Vote Under Obama – A Rift Between 2008 Latino Obama Supporters and the Republican Party.
• Republican Debra Medina says she’ll be the first candidate in the 2010 Texas governor’s race with Spanish-language TV ads.
• NY village gets new voting system to aid Hispanics – A federal judge imposed an unusual election system on a suburban village Friday
• El Tiempo de Boston is New England’s seventh Spanish-language weekly paper. New England is home to 900,000 Hispanics, including 437,000 in Massachusetts
• Like California’s 30 years ago, Oregon’s growing Latino population is reaching a tipping point: A critical mass of Latino professionals is starting to organize and influence state and local politics. – dubbed Latino Agenda for Action
• Low Latino voter turnout in NJ and VA elections reveal a return to the old ways
• Hispanic Voter Turnout Remains Low – voter turnout rate of just 21% in Yakima, WA
• Spanish-Language Twitter Debuts
• Ad Spend in Spanish-Language Media Falls by 6.3%, Nielsen Says – Hispanic Print Suffers Double-Digit Drop for 12 Months Through June 2009