Hispanics most likely to take action on banner ads

With more Americans using the internet to connect and communicate, online advertising has become even more prominent. For business owners wondering how to best target specific ethnic groups online, a new survey from ARAnet indicates that Hispanic web users are the most likely to respond to online ads, relays AdWeek.

According to the survey, 19 percent of Hispanics are very likely to take action on banner ads, as opposed to 14 percent of African-Americans and 5 percent of whites. Email offers are also more appealing to Hispanics, with 23 percent of respondents indicating they were very likely to respond to those types of messages.

Pop-up ads were viewed less favorably than banner and email offers, with only 12 percent of Hispanic web browsers indicating they would take action on them.

In general, the survey found that White internet users were the least likely to respond to online ads.

A separate survey from eMarketer found that online usage among Hispanic households was set to increase during the next four years. By 2014, eMarketer predicts that 70 percent of the Hispanic population in the U.S. will be online.