Hispanics, both online and in person, are ahead of the pack when it comes to connecting with others and influencing consumer spending. General online influencers, dubbed “e-fluentials” spend an average of 25 hours online connecting with others, while Hispanic e-fluentials spend an average of 30 hours per week reaching out via the Internet, says a Burson-Marsteller study conducted by MSI International. eMarketer defines influencers as “opinion leaders whose advice is sought, trusted and acted upon by other consumers.”

 

Hispanic e-fluentials were also found to log more offline time communicating with others, engaging in an average of 30 hours a week of face-to-face conversation, versus 21 hours of offline communication by general e-fluentials. In addition, Hispanics tend to interact daily with more people, whether it be online, on the phone, or in person (58 people versus 45). Female Hispanics interact with 68 people daily, on average.

 

"Hispanics cultivate the most extensive personal and professional networks both online and offline among the e-fluentials studied, attesting to the potential effectiveness of grassroots and viral campaigns," said Theresa Rice, director at Burson-Marsteller said in a public statement.

 

Why are Hispanics are so great at connecting with others? For one, there is a sense of “collectivism,” says Paul Bryan, Associate Director of Account Planning and Research at Bromley Communications, one of the top three Hispanic-owned agencies in the U.S.

 

“Collectivism for Hispanics is defined by the notion of depending on others, particularly with those who are close to immediate, extended family,” Bryan wrote demo dirt via email. “In most cases, mainly to reassure knowledge, share information, make a joint decision, or simply express who they are as individuals.”

 

This demographic also possesses a strong sense of identity, Bryan says. “Hispanics like to identify themselves as members of certain groups like country of origin, a soccer team, [or] idols. They are loyal to them, as well as they feel proud of their heritage, and consider themselves as ambassadors of their own culture,” he explains.

 

This sense of identification applies to brands as well, with 87 percent of Hispanics exhibiting strong label loyalty, and they are eager to share their experiences. These “Hispanic-fluentials,” as Burson-Marsteller dubs them, share their positive brand experiences with an average of 23 people, compared with only 10 people for general e-fluentials, says the report. They also share negative brand experiences with an average of 28 people, versus an average of 16 people. Hispanic consumers are also eager to warn others about problems with products and services (84 percent) compared with general population e-fluentials (72 percent). 

 

Hispanics’ talent for making and maintaining connections may prove to be vital to a product’s success or demise. “Hispanics respect knowledge and advocacy more than the Anglo culture,” Bryan contends. “Therefore, when influencers have the power to access information and the ability to spread the word, they are more likely to be heard by others.”

 

This ability to be heard translates to consumer power. “Since Hispanic-fluentials share their opinions—both positive and negative—to an incredibly wide audience, keeping a pulse on word-of-mouth discussions in the Hispanic community is vital to managing a brand reputation among this community,” said Ashley Welde, Director of Research and e-fluential Programs for Burson-Marsteller in a public statement.

 

This is often done online, because Hispanics have long been keyed into the advantages of the Internet. “Hispanic-fluentials embrace the Web even more than the general population of influencers for many activities,” said Mark Penn, CEO of Burson-Marsteller in a public statement. “This demonstrates the significant degree to which this key group of influencers is wired.”

 

Bryan agrees. “Online influencers may use chats, forums, bulletins, and instant messenger express their needs to feel part of a community and to share their culture. When they go offline, they might use churches, community centers, recreational parks, [and] family reunions,” Bryan says.

 

Or restaurants, says Miami-based social worker Tania Paredes, LCSW, DCSW, an expert on communicating and a Latina (www.taniaparedes.com). “Hispanics in general tend to like the social aspect more, it is cultural, we tend to be used to gatherings, around food, lunches, and wine,” Paredes tells demo dirt. “So for Hispanics to gather around and have more instances of face-to-face communications makes more sense.”

 

Most business meetings, says Paredes, occur at popular Calle Ocho hotspot Versailles, a Cuban restaurant where “on any given weekday you can find the mayor, police commissioner, local commissioners, having almuerzo (lunch) and a meeting. Most important city decisions happen here, not via email or closed doors. I've run into all of these people multiple times at this restaurant. This is where the big time players of Miami go for lunch. Meetings over food are part of our culture.”

 

Paredes enjoys the busy social scene, contending that despite the hype about the strong online Hispanic presence, nothing replaces old-fashioned gatherings. “We are used to communicating with our hands. This can’t be done via email or phone!” Paredes contends. “The hand gestures and body language are part of the Hispanic culture of communication. So having us call someone and meet for coffee or lunch, face-to-face is much easier and personal than an email.”

 

Simma Lieberman, a consultant, speaker and author who specializes in diversity, inclusion and cross-cultural communication, says that it is natural for Hispanics to be connectors. "In general, Hispanic cultures tend to be relationship oriented, so it makes sense that they would be more connected on-line," Lieberman says.

 

"Also niche markets tend to appreciate excellent customer service and share recommendations with friends and family," she adds. "Conversely, being able to reach people across the US and the world they will tell people if they have been treated negatively and the word spreads." Lieberman's CA-based firm helps businesses and individuals create profitable and harmonious working environments (www.simmalieberman.com).

 

"There are also large numbers of Latino people in the US with roots or family in different parts of Latin America and the Internet is a good and inexpensive way of staying connected and they can send  e-mails any hour of the day without worrying about  time differences by telephone," Lieberman adds. "This is particularly true for younger people who tend to use technology as a way of life." 

 

Communication expert Leslie Ungar, president of Akron, OH-based Electric Impulse Communications, Inc.(www.electricimpulse.com), tells demo dirt, “Communication is driven by a need to connect...The stronger the need to connect the more frequent and intense the communication will be.”

 

Ungar cites traditionally strong Hispanic family ties. “Many in the Hispanic culture have grown up living with two or three generations in their own home. Outside of the Hispanic culture we often grow up isolated from grandparents, nieces, aunts, even neighbors,” Ungar explains.

 

Bryan agrees that family is the basis of Hispanic culture, and that understanding is key to comprehending the power of Hispanic-fluentials. “Family may be one of the most relevant concepts to understand Latinos as influencers. Not only because there is a natural need to maintain a close ties, but also for the level of responsibility they feel for their family members or friends,” he says.

 

But as the demographic begins to change, traditions could change as well. “As the Hispanic culture gets more educated and becomes more prosperous, it will be interesting to see if this focus remains the same,” Ungar says.

 

Overall, explains Ungar, the Hispanic culture has been influenced by intergenerational family structures and the challenges of immigrations. “The Hispanic culture has been close knit where children grow up connecting between generations as the norm,” Ungar explains.

 

Like Lieberman, Ungar notes the unique Hispanic family dynamics. “Because they represent a recent wave of immigration, as a demographic group they want and need to connect with people having the same experience, same language challenges, [and] same personal challenges," Ungar says. "Some members of families are in other cities and countries and so the importance of online communication is magnified for those that want to connect with each other.”

 

For more information on Hispanics in the media, visit the Association of Hispanic Advertising Agencies at www.ahaa.org.