This document summarizes key findings from a survey of over 4,500 Digital Hispanic respondents about their online language use and behavior. Some of the main findings include: - While 28% of Digital Hispanics are Spanish dominant at home, only 16% use Spanish most of the time online, showing they are comfortable consuming content in both English and Spanish digitally. - Search engines are the top online source used by Digital Hispanics to gather information about purchases, with 86% using search. Entertainment purchasers showed the highest use of search at 90%. - Cultural relevance, through inclusion of Hispanic topics, visuals, entertainment and influencers, is important for engaging Digital Hispanics regardless of language

1. Digital Hispanics : The Role of
Culture and Language Online

2. Methodology
• Quantitative Attitudinal Survey
• Conducted by Ipsos MediaCT
• Total of 4,533 Hispanic respondents age 18-64
• Online responses and face-to-face recruit
• US Hispanic internet users recruited based on age, gender, language group composition,
region and nationality
• Digital users (use smartphone, computer, tablet to access Internet)
• Purchase made in the past 6 months as decision-maker in relevant categories
(CPG, Travel, Restaurants, Entertainment, Technology, Auto, Retail, Health, Finance)

3. Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.USLANG01 Which of the following best describes the language you speak most often at home?
Google/Ipsos MediaCT Role of Language Q.3 Which of the following best describes how you use English and Spanish when online? Please think about the online content you watch or read, sites you visit, apps you use, etc
The language Digital Hispanics use offline does not define the
language of the content they consume online
Español
28%
of all Digital Hispanics
are Spanish Dominant
in their home
16%
of all Digital Hispanics use
Spanish most of the
time/always when online
31%
of all Digital Hispanics
are English Dominant
in their home
52%
of all Digital Hispanics use
English most of the
time/always when online
English
Home Online Home Online

4. Digital US Hispanics are
comfortable consuming English
content online
94%
Digital Hispanics are
comfortable consuming
English content across at
least one online activity
(communicate, share, shop,
research, find quick info)
Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.12 When it comes to each of these online activities, how comfortable are you consuming content in English?

5. Two-thirds of Digital
Hispanics have used
Spanish to look for
information using a
search engine
Base: n=4,454 Digital Hispanics who use search engines at least monthly
Google/Ipsos MediaCT Role of Language Q.18 What language(s) do you typically use to look for information using a search engine? Specifically,
please think of the words and phrases you type in to conduct your search across all your devices. Please select one response only.
Insight:
Nearly 3 in 4 Digital Hispanics have searched in
Spanish in Telecom and Finance category

6. Digital space allows
US Hispanics to be
truly bilingual

7. Base: n=2,405 Digital Hispanics who used online sources when making a purchase, n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.38 You indicated that you used online sources as you looked for information about your (VERTICAL) purchases in the past 6 months. Thinking about these
(VERTICAL) purchases, how important were the following for you to engage/use the website/app?
Google/Ipsos MediaCT Role of Language Q.27 Now we would like you to think about the advertising that you see on the Internet. In general, how often do you pay attention to or notice online ads?
Google/Ipsos MediaCT Role of Language Q.46 How much do you agree or disagree with each of the following statements?
Culture engages Digital Hispanics regardless of language
70%
of Digital Hispanics say it is
important that a website has
content that was relevant to them
as Hispanic when using online
sources to gather information
about a purchase
88%
of Digital Hispanics pay
attention to online ads that
include aspects of their
Hispanic culture, regardless
of language
41%
Digital Hispanics feel more
favorably about brands that include
aspects of their Hispanic culture in
their advertising

8. 77% 80%
Healthcare CPG
Culture especially important among
Healthcare and CPG purchasers
% of Digital Hispanics who made a vertical purchase
say it is important that a web page had content that
was relevant to them as Hispanic, regardless of
language
Base: Digital Hispanics who used online sources (n=2,405); Digital Hispanics who used online sources CPG quota (n=207); Digital Hispanics who used online sources Health quota (n=171)
Google/Ipsos MediaCT Role of Language Q.38 You indicated that you used online sources as you looked for information about your (VERTICAL) purchases in the past 6 months. Thinking about these
(VERTICAL) purchases, how important were the following for you to engage/use the website/app?

9. Top 4 Cultural Elements
Food Traditions
Holidays Family
Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.48 Which of the following things make you feel most connected to your Hispanic culture and cultural identity? Please select all that apply.

10. Inclusion of culturally relevant content can make a
brand’s website and advertising more appealing
Topics/
Features Visuals
Language
Entertainment Influencers/
Testimonials
Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.49 Listed below are a variety of ways a brand or company can make their website or advertising more appealing to you as a Hispanic. Which of the following would you find most appealing if they were
included in the website/advertising? Please select up to 5 responses.

11. Online sources are the preferred
method to gather information for
purchases - above family, TV and radio
Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.31 Which of the following sources did you use to gather information about your (VERTICAL) purchases in the past 6 months? Please select all that apply.
+20 pp
Digital Hispanics'
reliance on online sources
is 20 percentage points
higher than reliance on TV.

12. +25pp
Digital Hispanic Retail
Purchasers reliance on
online sources to gather
info about purchase is 25
percentage points higher
than reliance on TV.
+25pp
Digital Hispanic Auto
Purchasers reliance on
online sources to gather info
about purchase is 25
percentage points higher
than reliance on TV.
Retail Auto
Base: Total Digital Hispanic Entertainment Quota (n=505); Total Digital Hispanic Auto Quota (n=503)
Google/Ipsos MediaCT Role of Language Q.31 Which of the following sources did you use to gather information about your (VERTICAL) purchases in the past 6 months? Please select all that
apply.
For Retail and Auto purchasers,
Online was the number one
source used

13. Online sources are
important through the entire
purchasing cycle
Base: n=2,405 Digital Hispanics who used online sources when making a purchase
Google/Ipsos MediaCT Role of Language Q.33 When did you use the Internet (e.g., websites, apps) to gather information for your (VERTICAL) purchases? Please select all that apply.
Inspiration
46%
Research
81%
Purchase
53%

14. Purchase
43%
Research
87%
Inspiration
36%Auto
Auto purchasers were more likely
than other verticals to use Search
during the research phase
Base: Total Digital Hispanics in Auto Quota who used online sources (n=241)
Google/Ipsos MediaCT Role of Language Q.33 When did you use the Internet (e.g., websites, apps) to gather information for your (VERTICAL) purchases? Please select all that apply.

15. Online ads result in immediate action
93% of Digital Hispanics who remember seeing an online ad took action
Insight:
66% of Digital Hispanics pay attention to
online ads vs. 47% in the general market
2
Search on Search Engine
Visit Company's Site
Make a Purchase
1
3
Base: n=1,461 total Digital Hispanics who remember online ads; n=4,533 total Digital Hispanic respondents, n=1,847 total Digital Gen Pop respondents
Google/Ipsos MediaCT Role of Language Q.45 Which of the following actions, if any, did you take as a result of seeing or hearing any online advertising
(e.g., advertising on a website, in a video, in a search listing) related to your (VERTICAL) purchases? Please select all that apply.
Google/Ipsos MediaCT Role of Language Q.29 Which types of online advertisements do you pay attention to, either to find out more information or visit an
advertiser's website? Please select all that apply.

16. Search is the top online source
used when gathering
information about a purchase
Insight:
79% Digital Hispanics search at least daily
68% Digital Hispanics who search, search on their mobile
devices
n=2,386 Digital Hispanics who used online sources to research purchase, Base: n=4,533 total Digital Hispanic respondents, n=4,454 Digital Hispanics who use search engines at least monthly
Google/Ipsos MediaCT Role of Language Q.35 Did you use each of the following online sources (websites/apps) as you researched and gathered information about your (VERTICAL) purchases? Please think about any online sources you may have used on your devices.
Google/Ipsos MediaCT Role of Language Q.15 How often, if ever, do you use search engines (e.g., Google, Bing) to look for information online?
Google/Ipsos MediaCT Role of Language Q.16 Now, we'd like you to think about how you use search engines specifically. Which device(s) do you use to look for information using a search engine? Please select all that apply.
86%
of Digital Hispanics use search to gather
information about a purchase

17. 90%
Entertainment ranked one of the
highest among verticals for using
search during the purchase process
Entertainment
Among Entertainment purchasers ,
9 in 10 used search to gather
information about a purchase.
Base: Digital Hispanics in Entertainment quota who used online sources for vertical purchases (n=306)
Google/Ipsos MediaCT Role of Language Q.35 Did you use each of the following online sources (websites/apps) as you researched and gathered
information about your (VERTICAL) purchases? Please think about any online sources you may have used on your devices.

18. Hispanics are using Spanish language
search across all industries
Source: Google Internal analysis showing unique users searching in spanish across key categories (Auto, FBR, CPG, Finance, etc…)

19. Source: Google Internal analysis showing unique users searching in spanish across key categories (Auto, FBR, CPG, Finance, etc…)
Growth in Spanish Queries
2011-2014
Food
+70%
Auto
+65%
Health
+80%
Skincare
+75%
Beauty
+65%
Telecom
+107%
Retail
+210%
Entertainment
+200%

20. Digital Hispanics express a
high level of comfort with
English websites
Base: n= 3,025 Digital Hispanics who search in at least some Spanish
Google/Ipsos MediaCT Role of Language Q.24 Which of the following best describes how you feel when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only.
Google/Ipsos MediaCT Role of Language Q.23 Which of the following best describes what you do when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only.
Answer
Almost 60% say
“I’m fine with it”
Question
How do you feel when you search in
Spanish, click on a search result,
and find that website is in English?

21. Entertainment and Restaurant
purchasers are comfortable
landing on an English site
74% 72%
Entertainment Restaurant
Digital Hispanics who
made a Restaurant
purchase were fine if they
came upon sites in English
Digital Hispanics who
made an Entertainment
purchase were fine if
they came upon sites in
English
Base: Digital Hispanics in Entertainment Quota who did not always visit sites with Spanish content (n=217); Digital Hispanics in Restaurants Quota who did not always visit
sites with Spanish content (n=148)
Google/Ipsos MediaCT Role of Language Q.40 Which of the following best describes your feelings when you visited a website as you looked for information about your
(INSERT VERTICAL TEXT) purchases and found that the website did not have Spanish-language content? Please select one response only.

22. When looking for Spanish content
and landing on an English website,
only
Digital Hispanics
will look for a Spanish website
instead
Spanish is an added value for
Digital Hispanic who continue to
search for relevant content
1 in 5
Base: Digital Hispanics who search in at least some Spanish (n=3,025)
Google/Ipsos MediaCT Role of Language Q.23 Which of the following best describes what you do when you search in Spanish, click on a search result and
find that the website/page does not have Spanish-language content? Please select one response only.

23. Key Takeaways
The Digital space allows Digital
Hispanics to be truly bilingual
Cultural relevance is key for
Hispanics regardless of
language
Online sources are the preferred
source to inform purchases

24. Gracias!