In the US, a study of cell phone users identified that the Hispanic population are 63% more likely than the average cell phone users to be representative of the mobile population. The Hispanic population see their cell phone devices as central part of their everyday lives and as a result they are 33% less likely than average to use their cell phones just for the basics. Also the Hispanic population is more responsive to mobile campaigns, and tailored messaging in the Spanish actively promotes user engagement.

This population specific interaction with digital communication technology also extends to email. As a group, the Hispanic population are 26% more likely to open an email and 43% more likely to click through, when compared to Industry standards. Interestingly, of the emails sent to the Hispanic market (where 70% were in Spanish and 30% were in English), emails targeting Hispanics population in Spanish had a 41% higher open and 59% higher click rates than those sent in English.

These results reinforce the concept that successful communication strategies come from understanding your end user and ensuring that you communicate with them in the correct way. However before you decide to go forth and segment and translate all your messages for your demographics, it is important to note that mailings sent with incorrect translations had 24% lower open rates and 35 lower click rates than mailings with proper grammar.

Source: The 2011 Experian Digital Marketer Benchmark Report