Here is a chock full of interesting points that I highly recommend all entertainment marketers dive into a bit more. According to a recent article in Mediapost, “YouTube is having trouble attracting as many female African-American and Hispanic adults as their male counterparts. And MySpace and Facebook are having a tough time appealing to Hispanic females.”
I found the information specifically about the Hispanic market the most interesting. So, Hispanic females are significantly less likely to visit YouTube, MySpace and Facebook compared to their counterparts across race and gender. I hate putting these three sites into the same category as they offer very different experiences but it’s fair to say there is a theme of building connections and networks across all three that clearly is not connecting with Hispanic females. If you’re a Broadway or Las Vegas production, it’s something to keep an eye on since the target market is consistently women ticket buyers that make the buying decision.
A couple of other interesting points. “The differences in online behavior are especially prevalent with online shopping. Among general market consumers, 57% have made a recent purchase online, while only 42% of African-Americans and one quarter of Hispanics have done the same. The gap is apparently even larger with eBay visits. Less than three out of ten African-Americans and Hispanics have visited eBay in the past six months, versus 41% of the general market population.”
What do we take away from all of this? Don’t underestimate the importance of customer service and ease-of-use when positioning your brand online.