News Column

eMarketer's 2011 Trends: Digital Population Growth Attributed to Minorities

December 2, 2010



According to eMarketer's Nov. 29 release, the future growth in the digital population will come from minority audiences.

Next year, eMarketer forecasts 32.2 million Hispanics, or 62.9% of the U.S. Hispanic population, will be online.

Hispanic online population to grow by nearly 10 million people between 2010 and 2014, said the report.

"These audiences appreciate genuine efforts by marketers to understand them and communicate messages that resonate, which means more than including a demographically diverse cast in a mainstream television commercial or high-gloss magazine ad," said Lisa E. Phillips, senior analyst at eMarketer. "Brands that ignore the multicultural audience will find themselves ignored by a powerful segment of the population."

Marketers who are beginning to up their budgets as they put the recession behind them will do well to remember that minority groups are only increasing in importance online. Advertisers must remember they make up an ever-greater portion of the audience of all media, but spending on Spanish-language and African-American media is also a must, according to the eMarketer article.

Research from the Association of National Advertisers says more than half of US marketers would be increasing multicultural spending on both traditional and newer media.

Source: (c) 2010. All rights reserved.

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