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US Hispanic Market More Open to Emails Than Average Consumer

The Hispanic population is more likely to accept e-mail marketing than consumers in other demographic groups, according to research from Chicago-based Mintel Comperemedia. The study shows that Hispanics welcome e-mail from companies they know up to 11 times a month. Non-Hispanic consumers will only tolerate that type of e-mail about seven times a month.

"Hispanics tend to spend more time online than the general population, so receiving information and offers through e-mail make sense to them. E-mail fits well into their lives," said Carmen Curran, senior e-mail analyst at Mintel Comperemedia.

In 2006, the company found Hispanics spent an average of 9.2 hours online at home each week, nearly 10% more than the 8.5 hours spent by the general population. The Hispanic population is young, with a median age of about 27. That's nine years younger than the general population. Younger consumers tend to use more Internet-based services and communications such as e-mail.

E-mail marketing can be convenient for both consumers and corporations. However, it's important for consumers to understand the potential risks, and respond to e-mail accordingly, even if it comes from a company they know.

It's more than reasonable to be aware of the risks in cyberspace. Every computer should have good anti-virus and anti-spyware programs that are updated often to protect you from the latest threats. They include ransomware or software that hijacks files, encrypts them and holds them hostage until the owner pays a ransom for a key to unlock them and phishing or bogus e-mail designed to steal personal information.

Most regular Internet users are familiar with phishing, in which con artists use unsolicited e-mail or spam and pop-up messages to trick recipients into releasing personal or financial information. However, someone who receives a lot of e-mail offers may be more likely to accidentally respond to a phishing attack.

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