digital hispanics 2009

18
Hispanics Hatchery Briefing - Thu, 12/17/2009

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Although I don't speak Spanish, I have often contributed to multicultural marketing efforts by representing the acculturated, assimilated Hispanic POV. This deck was prepared for a strategic brainstorming session. It's purpose was to give the group a quick view of digital media behavior

TRANSCRIPT

Page 1: Digital Hispanics 2009

Digital HispanicsHatchery Briefing - Thu, 12/17/2009

Page 2: Digital Hispanics 2009

Digital is Everywhere, for Everybody

Page 3: Digital Hispanics 2009

Mobile

• Hispanics use +1,000 minutes a month

• 50 percent more than non-Hispanic whites

Page 4: Digital Hispanics 2009

Why Mobile

• Social Flow

• The Hispanic demo is young

• Generational Exchange

• Parents adopt their children’s tools

• Costs Less

• Compared with broadband and PCs

Page 5: Digital Hispanics 2009

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

Page 6: Digital Hispanics 2009

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

Page 7: Digital Hispanics 2009

• 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

Page 8: Digital Hispanics 2009
Page 9: Digital Hispanics 2009

Web• The Web still matters for Hispanics

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

• That’s why “Toggle” is important

Page 10: Digital Hispanics 2009

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.

Page 11: Digital Hispanics 2009
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Page 13: Digital Hispanics 2009

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

Page 14: Digital Hispanics 2009

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

Page 15: Digital Hispanics 2009

Social Networking is Booming among Hispanics

Page 16: Digital Hispanics 2009

Growth In Internet Usage is Higher Among Hispanics

Page 17: Digital Hispanics 2009
Page 18: Digital Hispanics 2009

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.