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Reaching the Hispanic Market According to new Mintel Comperemedia data, Hispanics are almost 50% more tolerant to e-mail marketing than non-Hispanics. Hispanic consumers' tolerance for e-mail marketing is not based on higher e-mail penetration than other demographic groups. A greater percentage of non-Hispanic whites actually read and write e-mail.
Hispanics tend to spend more time online while at home than the general population (9.2 hours per week versus 8.5 hours). The tendency to accept more e-mail, or at least not to reject it outright, was related to time spent online.
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