Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Direct Mail, Technology Appeal To Hispanic Consumer

Internet access is available to more Hispanic consumers than any other ethnic
group on a percentage basis, reports Vertis, in a study of the demographic,
which found Hispanics also respond to direct mail at a significantly higher rate


MediaPost Publications – Direct Mail, Technology Appeal To Hispanic Consumer – 06/22/2007
THE RESPONSE RATE FOR HISPANICS to direct mail is 27% versus 19% for non-Hispanics, Vertis Communications reported in its Customer Focus OPINIONES study, which also revealed that U.S. Hispanics are in most cases more likely than their non-Hispanic counterparts to use technology.

“Both English and Spanish-speaking Hispanics have a higher response rate to direct mail than non-Hispanics,” Scott Marden, director of marketing research for Vertis, tells Marketing Daily. “Once you get through the barriers and get them to actually read it, the response goes through the roof!”


Filed under: Consumer, Hispanics, Internet, Mobile, websites

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