Hispanic brand engagement and WOM in the U.S. 2016

The statistic shows information on the Hispanic consumer brand engagement and word of mouth (WOM) behavior in the United States as of July 2016. During the study that analized over 336 thousand brand mentions, it was found that 52 percent of brand related word of mouth passed among Spanish-speaking Hispanics was rated highly likely to lead to purchase intent, as compared to 45 percent of brand WOM among the general public.

Hispanic consumer brand engagement and word of mouth (WOM) behavior in the United States as of July 2016

Share of WOM rated highely likely to lead to passing of informationShare of WOM rated highly likely to lead to purchase intentShare of brand conversations referencing advertisingShare of brand conversations referencing any media/marketing
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Sources

Release date

October 2016

Region

United States

Survey time period

August 2015 to July 2016

Number of respondents

36,200 respondents

Age group

13-69 years

Special properties

based on 336,126 brand mentions

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