Burson-Marsteller (BM) has released the findings of their Hispanic-fluentials study, finding that the most influential opinion leaders in the Hispanic community spend 30 hours per week interacting with others online, more than the 25 hours spent by the general population of US influencers. Overall, these Hispanic-fluentials were found to interact with more people in person, on the phone, or online than the general population (58 people vs. 45 per day).
Other findings: 90% are more likely to pay attention to companies offering coupons, 66% forward product recommendations via e-mail, 58% forward product warnings, and 87% are loyal to their favorite brands. Hispanic-fluentials will share their positive brand experiences with an average of 23 people and share negative experiences with an average of 28.
BM partnered with MSI International to conduct the online survey of more than 1,000 US Hispanics aged 18 or older.