While the two reports from Nielsen//NetRatings, Goldman, Sachs & Co., and Harris Interactive and comScore Networks have come up with quite different estimates on the level of ecommerce activity for the current holiday period, they both put the year-over-year growth between 25 and 30 percent. In other words, American consumers are more comfortable shopping online and ecommerce businesses have earned their trust by being able to deliver on time.
The numbers do not surprise me at all. Here at eCreativa Media, our numbers tell an even more positive story. Our month-to-month growth was over 100% and we will close 2005 at over 3X of our 2004 numbers – driven mostly by the boom in online ad spend.
It is encouraging that a large number of businesses are starting to get it though I still have concerns about limited online advertising in Spanish. I hope advertisers will get over their fear of a foreign language, invest in putting a system together for serving Hispanic customers, and move some of their budget online. The ROI should be fairly quick and high, based on our research.
Recommended article: How to target Hispanic customers in the US?