New Study Looks at U.S. Hispanic Google Habits

An analysis of online behaviors reveals some interesting insights into how bilingual, English-dominant and Spanish-dominant Hispanics search the web

MediaPost recently reported on a study they conducted with the Google Multicultural team to see how the online habits of U.S. Hispanics differed from non-Hispanics. The idea was not to hear how Hispanics say they search online but actually see how they do it.

The study looked at 500 U.S. Hispanics and 650 non-Hispanic whites. It used a mobile behavioral tracking app (with all individuals authorizing the tracking) to see what the participants were searching and viewing.

Here are five key takeaways from the study about U.S. Hispanic search behaviors:

1. Bilingual Hispanic Millennials use online search a lot

MediaPost goes as far to call this group “search superstars” since they did the greatest amount of searching of all the segments in the study (both Hispanic and non-Hispanic) and had the greatest number of page views. If you’re trying to reach this specific audience, search marketing/advertising may be an effective way to do so.

2. Bilingual Hispanics use shorter terms when searching

When using search advertising to reach Bilingual Hispanics it’s best to target shorter terms and keywords. The study found that this group uses both the shortest number of words and the fewest characters when doing Google searches.

3. Spanish-dominant Hispanics use longer terms when searching

Unlike Bilingual Hispanics, the study found Spanish-dominant U.S. Hispanics tend to use the most words and the highest number of characters when searching. This is an interesting and notable difference in behaviors.

4. Hispanics search less on weekends than non-Hispanics

The study revealed that searching amongst Hispanics tends to dip on the weekends versus the weekdays. It rises again on Monday with the start of the work week. This means the best time to reach U.S. Hispanics with Google advertising may not be the weekends.

5. There are search differences between Bilingual, English-dominant, and Spanish-dominant Hispanics

Along with the search term lengths described above, MediaPost also notes the differences among the groups when it comes to weekend searching. They found Spanish-dominant Hispanics saw the biggest drop in searches on the weekend and the greatest number of searches on Mondays and Thursdays/Fridays (most likely compensating for the weekend dip) compared to Bilingual and English-dominant Hispanics.

Why This Information May Be Valuable to Brands

For any business using Google AdWords to reach consumers, this information may be valuable for helping you more effectively target your ads. When you know more about how specific groups and individuals are searching, you can customize your search marketing strategy to better speak to them.