harrenmedia research white paper: overview of smartphones us hispanic november 2010
DESCRIPTION
What is Harrenmedia Research?Is Harrenmedia’s division focused on providing significant data and identifying the vertical opportunities by means of research, analysis and partnership with allies to find solutions for agencies and advertisers.Follow us at: www.twitter.com/hm_researchWhitepaper objective:To provide a general overview of the usage, consumption and adoption of the Smartphones by the US Hispanic Online Users.TRANSCRIPT
Whitepaper
Research Staff : Laura Morales MKT and Digital Intelligence and Engel Fonseca VP Digital Value Generation North Cone.
Overview of Smartphones usageand adoption by the US HispanicOnline Users. November 2010.
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be duplicated or modified without written consent fromthe authors or Freemount S de RL de CV.
Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
What is Harrenmedia Research?
Is Harrenmedia’s division focused on providing significant data and identifying the vertical opportunities by means of research, analysis and partnership with allies to find solutions for agencies and advertisers.Follow us at: www.twitter.com/hm_research
Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Whitepaper objective:
To provide a general overview of the usage, consumption and adoption of the Smartphones by the US Hispanic Online Users.
Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Methodology:
For the analysis of the US Hispanic consumer behavior andprofile regarding adoption of new technologies and mobilephones, we harvest data from the most recent studies fromvarious sources such as:
1. Comscore
2. IAB
3. Pew Hispanic Center
4. E-Marketer
*US States with the biggest Hispanic population density according to CensusScopehttp://www.censusscope.org/us/map_hispanicpop.html
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
For the analysis of the hispanic online users navigation behaviorthe top sites where the hispanic online community - that ownsmartphones or are interested in having one – surf, weredetermined using information from Alexa® and Google Adplanner®filtering variables:1. Country: USA2. Language: Spanish3. States: California, Arizona, Texas, New Mexico, Colorado and
Florida*4. Keywords searched: mobile phones, smartphones, verizon,
sprint, blackberry, iphone, android
Methodology:
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Background:
234 millionAmericans ages 13
and older usedmobile devices.
Latest Comscore Mobilens* Report states that in September 2010:
58.7 million people in The U.S. owned
smartphones during thethree months ending in
September, up 15 percentfrom the preceding three
month period
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Hispanic population is the biggest minority in the US*
Background:
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
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And they are willing to buy!
Background:
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Hispanics online: A fast growing community that eagerly accept, use and adopt digital technologies*
YEST
ERD
AY 9% growth
2009‐2010, 3x thatof non‐HispanicWhite Alone TO
DA
Y: 30M Hispanics are online (2010)
59.5% of Hispanicpopulation
13% of total online users
TOM
OR
RO
W
39M Hispanics willbe online in 2014
70% of Hispanicpopulation
16% of total online users
32% growth, 4x that ofnon‐Hispanic White Alone
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
Background:
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Hispanic dominant & Biculturals represent 54% of Online Hispanics & 71% of Offline Hispanics. Hispanic dominants are theearly adopters.*
Background:
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Background:
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
The Hispanic mobile suscriber is*:
1. Both male and femaleof
2. 18-34 years old with an
3. income from 25k to 75k (mayority fits into the 25k to 50k slot). They are
4. employed full time andmostly
5. Mexican; MexicanAmerican or Chicano
*Data from: comScore MobiLens, Dec ’09 3MA
Hispanics and mobile phones:
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“Hispanics cannot imagine daily lifewithout their mobile phones and credit the
technology with strengtheningrelationships and keeping them connected
to their social world, not just friends andfamily,”
Lisa E. Phillips, eMarketer senior analyst and author of the report “Hispanic Mobile Users and Usage.”
Hispanics and mobile phones:
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.*Pew Research Center, More Cell Phone Owners Use an App for That July, 2010.** Comscore MobiLens, Dec ‘09 3MA
Hispanics love to use their
Mobiles
Hispanics and mobile phones:There were 15.2M
Hispanic Mobile Subscribers as
reported by comScore MobiLens,
Dec ’09 3MA
40 percent ofHispanic adults use their mobile phone
to access theInternet*
59 percent ofHispanic
teens accessnews on their
mobiledevices*
Hispanics ages 16 to 25 are more likely than
Hispanics ages 26 andolder to use mobile
technologies tocommunicate with their
friends
62% of Hispanic adults, access the Internet
wirelessly, either froma WiFi/WiMax laptop
connection or throughtheir handheld devicelike a smart phone**
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Data from Comscore MobiLens, Dec ‘09 3MA
Hispanics and Smartphones:
22.3% of Hispanic Mobile
Subscribers own a smartphone vs. 16.8% of US Total Mobile Subscribers. As of Dec ’09
3MA.3,391,000Hispanic
smartphone Subscribers.
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Top 6 Platforms:
41.6% RIM (Blackberry)
26% Apple (Iphone)
17.8% Microsoft (Windows Mobile)
6.2% Google (Android)
5.9% Palm
2.4% Symbian (Nokia)
Smartphone market share:*
23.6
22.8
14.3
14.3
7.4
Top 5 operators (% share)
Verizon
AT&T Cingular
T-Mobile
Sprint
Metro PCS
Hispanics and Smartphones:
Data from Comscore MobiLens, Dec ‘09 3MA
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Where can we reach them?
Our research threw these web sites as thosereaching the most USHispanic dominant audience, interested in smartphones, gadgets and social networking:
Hispanic audience forsmartphones:
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*Data provided by GOOGLE AdPlanner®
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Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authorsor Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
So, the hispanics’ fav sites are:
Search engines: Google, Live.com, about.comOnline Video: Youtube
Social networks: Facebook, Twitter, MyspaceWeb portals: Yahoo!, MSN.com, go.com
Mail and messaging: Hotmail Shopping: Amazon
Auctions: ebayComputers: Apple
Hispanic audience forsmartphones:
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And what about the long – tail?
Long-tail is the term used for those vertical sites that, althougheach on their own don’t have the amount of users as the greatbig sites, alltogether they capture most of the audience we are interested in.
This year, lovetoknow.com*, a site dedicated to provideinformation of US vertical websites (long-tail) Published it’s“Top 10 hispanic sites” and those are:
* Lovetoknow.com Top 10 Hispanic Web SitesLovetoknow.com is an online media company that owns and operates a family of web sites dedicated to providing high quality, usefulinformation to Internet users.
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According to “Love to Know”*, the TOP 10 HISPANIC WEB SITES are:
http://www.lovetoknow.com/top10/hispanic.html
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Hispanic audience forsmartphones:
Likes and Interests:
Data from GOOGLE Adplanner® by analizing the top sites for hispanic audiences.
Reggaeton
Ringtones andMobile
Goodies
LatinAmerican
Music
Social Network apps and add-ons.
MexicoCentral America
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Conclusions:1. Hispanics are the most important minority market in the US2. The mayority is from mexican background, and fully
bilingual.3. Are young and they are employed full time.4. They tend to live in larger households than the non-hispanic
population.5. Like to buy.6. Adopt easily and eagerly the new communication adn
entertainment technologies and are Internet’s heavy users.7. Love their mobile phones, and are increasingly switching to
smartphones.8. The younger, the more they use mobile technologies to
interact socially.
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9. Are heavily interested in Reggaeton, Mobile ringtones andgoodies, Mexico, Latin American Music and Social Networking.
10. Can be reachable online in various sites such as:9. Facebook10. Twitter11. Youtube12. Migente.com13. Mocospace.com14. Yahoo!15. MSN.com
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Thank You!Laura Fernanda Morales Marketing and Digital [email protected]
Engel Fonseca VP for Digital Value Generation North [email protected]
Juan José Núñez C.O.O Harrenmedia [email protected]
HarrenmediaPhone: 305-728-7087 2332 Galiano Street, 2nd FloorCoral Gables, FL 33134