The Latino Opportunity

How Latinos can go from online fun to online profits

By Mike Periu

Latinos have a reputation for being socially oriented beings. We like parties, spending time with friends and maintaining tight bonds with our extended families. This offline tradition has found the perfect online home in social media applications and smart mobile devices with Internet access. As a community, Latinos are the undisputed champions of what the industry calls "engagement".  This means that we tend to use heavily the social services and features that inexpensive broadband and powerful mobile devices facilitate to connect with others.

Foto: Istockphotos

According to the Association for Hispanic Advertising Agencies, Latinos spend 29 minutes per day on average (which means that some of us spend much more) visiting social media websites, 52% more than the non-Latino population. 39% publish online reviews and leave comments on blogs versus 19% of the general population. As the total number of Latinos online surges from 32 million today to 42 million in 2015, there is one area where we do fall behind significantly:  using these technologies for business profit.  Rather than embracing them just as consumers, here are some strategies that Latino business owners can use to leverage new social and mobile technology for business growth:

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