digital hispanics 2009

Digital HispanicsHatchery Briefing - Thu, 12/17/2009

Digital is Everywhere, for Everybody

Mobile

• Hispanics use +1,000 minutes a month

• 50 percent more than non-Hispanic whites

Why Mobile

• Social Flow

• The Hispanic demo is young

• Generational Exchange

• Parents adopt their children’s tools

• Costs Less

• Compared with broadband and PCs

Why Mobile

• International

• Plans allow for overseas calls

• Mobile phones are common there

• Convenience

• Mobile is always in your hand

• Prepaid Plans

• No credit and background checks

Mobile Internet• According to comScore, mobile Internet

usage among Hispanics is outpacing that of all other groups

• 88% of Hispanics consume Internet content on their mobile phones

• 87% of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today

Source: Mobile Marketing Association 2008 and M:Metrics 2008

• Text messaging has increased 59% YOY among Hispanics

• 32% are interested-to-highly-interested in receiving mobile offers and/or ads

• Responding to mobile marketing text messages is up 74% vs. last year

Web• The Web still matters for Hispanics

• Hispanic Web users skew bi-lingual and higher HH income

• That’s why “Toggle” is important

Web• Toggle means more than publishing content in

parallel - English >< Spanish

• It means toggling between the two languages

• Why? Generational sharing for one.

• Social and community diversity for another.

Let the consumer engage as s/he feels in the moment -- dynamically.

Web• Social Networks: 71% of online Hispanics use

social networking sites.

• Influentials spend 30 hours per week networking, compared with the 25 hours by general market counterparts

• Blogs: About half (49%) of Hispanic influentials use blogs to tell others about product experiences; while only 39% of general market influentials do so

• Email: 66% of Hispanic influentials forward product recommendations by email vs. 28% of general market influentials

Source: Burson-Marsteller commissioned MSI International 2008

Social Networking is Booming among Hispanics

Growth In Internet Usage is Higher Among Hispanics

Digital Hispanics• Appeal to youth with intergenerational

connections.• Enable social exchange and word-of-mouth.• Mobile is their digital platform of choice.• Engage in media-rich, expressive ways.