New data from Mintel Comperemedia points to a higher email tolerance among Hispanic-Americans. “This population is certainly more receptive to marketing and offers,” explained Carmen Curran senior email analyst at the firm. Hispanic consumers accepted 11 emails a month from companies they knew compared to that of 7.4 for non-Hispanic consumers. However, more interesting was the correlation between other demographic groups and time spent online, a meme that has been written about extensively. Non-Hispanic whites tend to read and write email more often than Hispanic consumers, although the latter group averages 9.2 hours per week online versus 8.5 hours online than the general population.

This shouldn’t be surprising as minority populations are beginning to take a more active role in Internet activities, specifically, social media exercises ranging from social networking to blogging. As we begin to move into a more networked society, both online and offline, it will be interesting to see how new technologies will advance minority voices. Recently, Burson-Marsteller launched a US Multicultural Practice that focuses on this aspect among many others. Take a look at our report focusing on African-American fluentials for more information on the shrinking minority digital divide and stay tuned for additional research that will be forthcoming soon.