hispanic mobile marketing forum 2012 - max kilger

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The Nature of the Hispanic Mobile Market:Featuring new research from Experian Simmons

Dr. Max Kilger, Chief Behavioral Scientist, Experian Simmons

2©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Why is the Hispanic mobile scene so important?

Resources used for the analysis► Simmons NHCS, Simmons Connect, Simmons DataStream

Topline findings of reach and key mobile/tablet activities► Social Networking, Texting, Email, IM/Chat, etc.

► Gaming, Music, Video, Newspapers, Magazines, etc.

A Day in the Mobile Life► Social Networking, Browsing, IM/Chat, Texting

Advertising Receptivity Trends and Brand Examples

Summary

Agenda


Mobile technology has emerged as a key social and communications channel for Hispanics

There is a strong synergy between the ability of mobile technology to quickly connect people and their lives and the emphasis that is placed on family and relationships in Hispanic culture

Hispanics are fast becoming the most agile and prolific adopters of mobile technologies in the United States

Why is the Hispanic Mobile Scene So Important?


What Korzenny (2011) says about Hispanics, smartphones and tablets*

► Hispanics are digital innovators► Hispanics are strongly engaged with new media and

online technology► Hispanics lead in current ownership and aspiration for

ownership for smartphones and tablets► When it comes to mobile technology, Hispanics are the

most aggressive users of mobile technology for Internet navigation and use

What Do Other Hispanic Marketing Experts Say About the Hispanic Mobile Scene?

*http://felipekorzenny.blogspot.com


Simmons National Hispanic Consumer Study► National probability sample of over 25,000 respondents► Large oversample of Hispanics ► Spanish and English language administration of survey► Over 60,000 consumer, media and psychographic

variables

Simmons DataStream► National estimates of over 50,000 variables on a weekly

basis

Data Sources Experian Simmons Used for This Presentation


Simmons Connect► New initiative utilizing both self-report as well as passive

measurement applications on smartphones, tablets and personal computers

► Ability to passively report on application use, web browsing and geo-location of mobile devices

► Spanish and English speaking Hispanics and non-Hispanics

► Thousands of mobile metrics

Data Sources Experian Simmons Used for This Presentation


Topline findings


Hispanic Non-Hispanic0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

51% 47%

35% 42%

7 Day1 Day

Mobile Phone Incremental and Cumulative Reach1 day reach among Hispanics exceeds non-Hispanic

85% 89%



5%

10%

15%

20%

25%

11% 10%

9%7%

7 Day1 Day

Tablet Incremental and Cumulative ReachHispanic 7 day reach 18% greater than non-Hispanic

20%17%



10%

20%

30%

40%

50%

60%

70% 66%

58%

26%29%

13%

8%

18% 17%

Messaging

Email

IM/Chat

Social Net

Mobile Phone Activities Engaged in Last 7 DaysHispanics outpace non-Hispanics among most social activities on a mobile phone



5%

10%

15%

20%

25%

30%

26%

16%

9%8%

18% 18%

22%21%

Music

Video

Games

Websites

Mobile Phone Activities Engaged in Last 7 DaysHispanics outpace or equal non-Hispanics in engaging in other mobile phone activities



10%

20%

30%

40%

50%

60%

70%

80%

55%

68%

20%

10%

34%

40%

33%30%

39%

31%

Email

IM/Chat

Social Net

Video

Music

Tablet Activities Engaged in Last 7 DaysHispanics tablet users more likely than non-Hispanics to IM/chat, watch videos and listen to music



10%

20%

30%

40%

50%

60%

70%

49% 48%

22%27%

11%15%

12%

19%

46%

62%Games

E-Books

Magazines

Newspapers

Websites

Tablet Activities Engaged in Last 7 DaysHispanic tablet users less likely than non-Hispanics to read e-books, mags, newspapers and visit Websites



10%

20%

30%

40%

50%

60%

70%

80%

63%68%

24% 23%

13%9%

5 hrs or less5 to < 20 hrs20 hrs or more

Mobile Phone Time Spent Last 7 DaysHispanics 44% more likely than non-Hispanics to spend 20+ hours on their mobile phone in a week



10%

20%

30%

40%

50%

60%

70%

80%

71%

56%

22%

36%

7% 8%

5 hrs or less5 to < 20 hrs20 hrs or more

Tablet Time Spent Last 7 DaysOn average, Hispanics spend less time on their tablet than non-Hispanics


A Day in the Life


Devices Used to Access Social NetworkingHispanics are more likely to access social networking from mobile phones, tablets, games and MP3 players

72%44%

21% 21% 7% 6%

79%

41%26% 19%

5%4%

Hispanic

Non-Hispanic

Base: Adults who accessed social networking from at least one device last 7 days


0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

A Day in the Life: Social NetworkingHispanics take a break from social networking after lunch


0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

A Day in the Life: FacebookWe see similar post-lunch lull for using the Facebook mobile app


0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

A Day in the Life: BrowsingMobile and tablet browsing levels are higher and more stable after 2:00PM


0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

A Day in the Life: IM/ChatEven during late night hours, Hispanics are IMing and chatting on the phone and tablet


0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

A Day in the Life: Text MessagingTexting grows steadily throughout the day until 5:00PM when it begins to taper off


Ad Receptivity and Brand Applications


Interested in Receiving Cell Phone AdsHispanics more interested in cell phone ads and growing more receptive

Hispanic

Non-Hispanic


Willing to Receive Ads on Cell in Exchange for Something of Value

Hispanic

Non-Hispanic


Interest in Paying for Items with Cell PhoneNon-Hispanics gaining ground on Hispanics when it comes to using their phone to pay for things

Hispanic

Non-Hispanic


IM/Chat Social Net Video Music Games0

20

40

60

80

100

120

140

160

135

113 112120

95

Advertising Receptivity by Tablet ActivitiesHispanics who use their tablet to IM/chat are more receptive in advertising then the average tablet user

Base: Hispanic+used tablet last 7 days


0

20

40

60

80

100

120

140129 126

63

85

69

Reach Culturally In-Touch Hispanics with IM/ChatHispanics who keep up with Latin music, news or sports are more likely to IM/chat on their phone

Base: Hispanic+used mobile phone last 7 days


IM/Chat Social Net Music0

20

40

60

80

100

120

140

160

118123 119

139

117

130

149

134

120

McDonald's KFCDomino's

Mobile Activities Index by Fast Food ChainMobile Hispanics who engage in numerous mobile activities are more likely to eat at leading fast food chains



Video Games Websites0

20

40

60

80

100

120

140

160

180

113

127121

115

140

121

156

140 140

McDonald'sKFCDomino's

Mobile Activities Index by Fast Food ChainHispanics who watch mobile video are 56% more likely to eat at Domino’s than the average mobile Hispanic



IM/Chat Social Net Music0

20

40

60

80

100

120

140

114109 113109

95

114

133

111 111


Tablet Activities Index by Fast Food ChainHispanics who access social networks via tablet are 5% less likely to eat at KFC than all Hispanic tablet users



Video Games Websites0

20

40

60

80

100

120

140

106112

103105 102 98102

122

80


Tablet Activities Index by Fast Food ChainHispanics who visit Websites via a tablet are 20% less likely to eat at Domino’s than all Hispanic tablet users



Messaging IM/Chat Social Net0

20

40

60

80

100

120

89

78

89

107 109 110

$100 or LessMore than $100

Grocery Expenditures by Mobile Phone ActivitiesHispanics who access social networking from their phone most likely to spend $100+/ month on groceries



Summary


Hispanics are more likely to► Outpace non-Hispanics for many social activities on

mobile phones► Be more entertainment focused with tablets than non-

Hispanics► Be heavy 20+ hours/week mobile phone users than non-

Hispanics► Access social networking from mobile phones, tablets,

game consoles or MP3 players than non-Hispanics► Be more receptive to advertising on mobile phones

There are definite mobile activity differences among Hispanics across products such as fast food brands

Summary


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hispanic mobile marketing forum 2012 - max kilger

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