Hispanics have higher open response to e-mail: Mintel Comperemedia

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Hispanics are more likely to open an e-mail marketing message than other consumers, according to a new survey by Mintel Comperemedia.

Surveying adults about their attitudes towards e-mail, Mintel Comperemedia found that Hispanics will open e-mail from companies they know up to 11 times a month, while non-Hispanic consumers will only open these e-mails 7.4 times a month.

In a 2006 Online Banking report, Mintel found that Hispanics spent an average of 9.2 hours online at home each week, nearly 10% more than the 8.5 hours spent by the general population. The report also found that 84% of Hispanics used Internet banking services in 2006, compared to 78% of the online population as a whole.

The online Hispanic population is younger than other demographics, with a median age of 27.2 years compared to the overall population at 36.2 years. The survey found that younger adults are more open to receiving e-mail marketing messages.

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