Murillo: 81% de los hispanos compra en línea
Google’s Multicultural Marketing Director, Eliana Murillo presented the study: Gen Z: A Look Inside Its Mobile-First Mindset during the third day of the 2017 Hispanicize event, held in Miami. “Gen Z is content addicted. This is the generation with the highest levels of online content consumption and each time they see an ad they wanted customized. They contribute to brands, they’re youtubers, they’ve been raised online and have a very especial and close relationship with mobile devices” Murillo explained. The study showed that kids between 13 and 17 years old are buying online. 81% of Hispanic buy online versus 66% of the general population. Teenagers use credit cards to make these purchases. Also 60% of African American teenagers think they can find the best deals online. 88% of U.S. youth population that watch an online ad reacts to it, 94% of African Americans act after watching the ad, and 97% of Hispanics too. The actions not necessarily mean buying, it can be researching about the product or brand. “Hispanic seek information after watching the ad, first they’re influenced if they see that their friends talk about the product, in second place they care that the ad is customized, and finally they value a lot if it’s recommended by an expert” Murillo added. She also introduced the Think With Google tool, a platform with studies, news and trends about statistics and marketing; and the Primer app that facilitates marketing tools in English and Spanish.
