Sensis Develops Detailed Personas to Represent U.S. Hispanic Internet Population

Research results offer new planning tool to guide Hispanic marketing

LOS ANGELES--(BUSINESS WIRE)--Precision advertising agency Sensis completed a research project resulting in the development of personas depicting archetypical Hispanic Internet users.

“It’s important to have a balance and not spend too much time online.”

The Hispanic Persona Project provides insight for marketers eager to tap the ever-expanding Hispanic population and its use of the Web and social media to connect with family, friends and an extended social circle. The personas are valuable tools for marketers who understand the amplifying effect social networks have on interactions among Hispanic Internet users. For each Hispanic consumer they reach, brands have the potential to reach hundreds of others through his or her social network and extended social circle.

“Four distinct personas emerged from our research,” said Sensis President José Villa. “Each one has its own profile that goes beyond demographics. We built an ethnographic sketch for each with its own behavioral patterns, skills, wants, needs and attitudes. We gave each biographical details that represent someone you or I know who fit these profiles.”

The resulting personas are:

• Tech-fluential: Ivan – “I’m always online, always connected.”
• Social techie: Sandra – “I like to know what my friends are up to all the time.”
• Utilitarian explorer: Armando – “It’s important to have a balance and not spend too much time online.”
• Nostalgic newbie: Carlos – “I discover something new online every day.”

The full report, including detailed descriptions of the personas and the research methodology, is available for free at HispanicPersonaProject.com.

About Sensis

Sensis is a precision advertising agency using digital thinking to reach the multicultural mainstream. Founded in 1998, Sensis is one of the fastest-growing advertising agencies in the U.S. Agency services include full spectrum campaigns, digital advertising, mobile, brand development, social media, Website design, and application development. Focused on performance and measurement, Sensis was built from the ground up to address the fundamental changes taking place in the advertising world – the emergence of digital technologies, expanded multiculturalism, and the transformative impact of social technology. The award-winning agency has made an impact for its powerhouse clients, including Sempra Energy, U.S. Department of Homeland Security, UnitedHealthcare, the Walt Disney Company, The Trevor Project, San Diego Gas & Electric, and the U.S. Army. For more information, visit SensisAgency.com.