us hispanic moms research

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!"#$%&'(!consumer insights + brand design + interactive

U.S. Hispanic Moms & Social MediaSecondary Research

September 2010

Property of COSTA Integrated Marketing & Communications, Inc - Confidential!"#$%&'(!consumer insights + brand design + interactive 2

Outline

I. Methodology

II. Executive Summary

III. U.S. Hispanic Overview

IV. U.S. Hispanics & the Internet

V. U.S. Hispanic Women & Social Media

VI. COSTA IMC Contact


Methodology

• COSTA IMC gathered secondary research materials (i.e. articles, consumer reports, census data, research studies, among other sources) that provide relevant information and insights on the use of social media among U.S. Hispanic women.

• Some of the publications researched were:

- Advertising Age

- Pew Hispanic Research Center

- GfK Roper

- Sophia Mind

- Nielsen

- eMarketer

- AOL

Property of COSTA Integrated Marketing & Communications, Inc - Confidential!"#$%&'(!consumer insights + brand design + interactive

So why U.S. Hispanic moms?

U.S. Hispanic moms...

...are the fastest growing segment in the mom market.

...determine financial decisions for the household.

...are the primary influencers in household purchase decisions.

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Sources: Reach Hispanic: Hispanic Moms and Their Shopping Habits, June 2010; Hispanic Trending: The U.S. Hispanic Mom Market, June 2004


Executive summary

• The Hispanic population is the fastest growing minority in the United States.

• The majority of U.S. Hispanics are of Mexican descent and males slightly outnumber females.

• There are 20 million U.S. Hispanics (versus 210 million general market) on the internet and they have a tendency to be heavy users.

• Most activities on the internet for U.S. Hispanics involve staying in touch with friends and family.

• The internet and social networks have a strong influence on purchase decisions for U.S. Hispanics and more specifically, U.S. Hispanic women.

• Facebook is the most accessed social network among U.S. Hispanic women.

• U.S. Hispanic women are generally dissatisfied with social networks and their content.


consumer insights + brand design + interactive!"#$%&'(!

6

U.S. Hispanic Overview


U.S. Hispanics by the numbers

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The 2010 U.S. Census is expected to find that U.S. Hispanics number more than 50 million and command $1 trillion in buying power.

• Average U.S. Hispanic Household Size: 3.41

• Average General Market Household Size: 2.5

Source: Advertising Age, 2010 Hispanic Fact Pack; U.S. Census Bureau, 2010; U.S. Census Bureau, Current Population Survey, 2009 Annual Social and Economic Supplement


Let’s put SIZE into perspective

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Currently there are 48.4 million U.S. Hispanics, more than the total population of many countries…

Source: GeoHive, The population of continents, regions and countries, 2009

U.S. Hispanics 48.4 Million

Spain 40.5 Million

Argentina 40.9 Million

Canada 33.5 Million

Venezuela 26.8 Million


Where are U.S. Hispanics from?

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Source: Advertising Age, 2010 Hispanic Fact Pack; GfK Roper Reports® U.S. Point of View Report, 2008

U.S. Hispanics have various degrees of acculturation rooted in language preference, length of residency in the U.S., and country of origin.

As the U.S. Hispanic market continues to grow in size and spending power, it will also continue to diversify.


Where are U.S. Hispanics now?

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Source: Advertising Age, 2010 Hispanic Fact Pack

Over 80% of U.S. Hispanics live in 10 states: California, Texas, Flor ida, New York, I l l inois, Arizona, New Jersey, Colorado, New Mexico, and Georgia (vs. 37% of the total population).

Though the majority of U.S. Hispanics live in urban areas, higher population growth rates have been found within suburban and rural communities.


A look at the value of those markets

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Source: Advertising Age, 2010 Hispanic Fact Pack

• U.S. Hispanic purchasing power is expected to hit $1 trillion in 2010.


Growth of U.S. Hispanic population by county

12

Virtually all states have shown U.S. H ispan ic popu la t ion growth vs. 2000 levels, but the following states had higher than 50% gains in U.S. Hispanic population over the 7 year period: Georgia, Nevada, North Carolina, Tennessee, South C a ro l i n a , A r k a n s a s , a n d Alabama.

Source: Pew Hispanic, 2008


By far, Mexican women are the most significant latina population

2010 census numbers will certainly increase!

Source: Pew Hispanic, Hispanics of Mexican Origin in the United States, 2007

86%5%

9% U.S. Non-Hispanic Females = 131,058,000

U.S. Hispanic Females of Mexican Origin = 13,788,000U.S. Hispanic Females of Other Origins = 8,136,000


Venus vs. MarsMale

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Source: U.S. Census Bureau, Population Division: Table 4. Annual Estimates of the Hispanic Resident Population by Sex and Age for the United States: April 1, 2000 to July 1, 2009 (NC-EST2009-04-HISP) - June 2010

Population 25,056,919 23,362,405

Median Age 27.4 27.5

Under 18 years 8,572,056 8,178,019

Under 5 years 2,800,329 2,684,441

5 to 13 years 4,115,523 3,929,628

14 to 17 years 1,656,204 1,563,950

18 to 64 years 15,299,593 13,608,693

18 to 24 years 2,911,613 2,590,992

25 to 44 years 8,286,856 6,956,640

45 to 64 years 4,101,124 4,061,061

65 years and over 1,185,270 1,575,693

Female• Traditional gender roles in the Latino culture greatly

affect marriage and family dynamics.

• The term “machismo” refers to the expectation that

a man should be physically strong, unafraid, and the

authority figure in the family. While simultaneously

providing security and stability for his household.

• The complementary role for the woman is

“Marianismo”, referring to a woman who is self-

sacrificing, religious, and is responsible for running

the househo ld and ra is ing the ch i ld ren .

Motherhood is an important goal for women in

the Latino culture, and a mother is expected to

sacrifice for her children and take care of elderly

relatives.

• Although acculturation and the need for women to

be employed have affected these gender roles, they

still persist.


U.S. Hispanic fertility rates

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Total 1,038,933 98.6%

10 to 14 years 2,328 1.2%

15 to 19 years 144,702 77.4%

15 to 17 years 52,818 46.1%

18 to 19 years 91,884 12.7%

20 to 24 years 292,595 170.4%

25 to 29 years 280,716 152.3%

30 to 34 years 199,401 109.3%

35 to 39 years 96,889 55.9%

40 to 44 years 21,141 13.7%

45 to 54 years 1,161 0.9%

Number Rate

Source: Center for Disease Control & Prevention, National Vital Statistics Reports: Volume 58, Number 16 - Births: Preliminary Data for 2008 - April 2010

• The rate for Hispanic teenagers fell to 77.4 births per 1,000 in 2008—the lowest

rate ever reported for this group in the two decades for which rates are available.



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U.S. Hispanics & the Internet


U.S. Hispanics creating an impact online

• 20 Million U.S. Hispanics are on the Internet.

• Half are between 35 and 64 years of age.

• Online U.S. Hispanics are more likely to earn higher incomes, own a home and be more educated than their offline counterparts.

• The Heavy U.S. Hispanic user uses the internet 2.5x more than General Market.

• 48% of U.S. Hispanics online use DVR/VOD, making a TV only campaign buy questionable as TV ads may not be viewed at all.

• 31% of U.S. Hispanics online have been in the U.S. for less than 10 years, making them ideal for a branding campaign.

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Source: eMarketer, 2008


What are they doing online?

• U.S. Hispanics’ internet usage generally mirrors national norms

Source: GfK Roper Reports® U.S. Point of View Report, 2008


Internet usage among U.S. Hispanics is catching up to General Market

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Source: A study by AOL Advertising & Cheskin: Why and how are Hispanics using the internet in their daily lives, 2009

The number of U.S. Hispanics online has grown significantly – faster, in fact, than the total U.S. online population. The online adoption gap between U.S. Hispanics and the General Market has narrowed to 13 points over the past few years.


The internet informs purchase decisions

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Source: A study by AOL Advertising & Cheskin: Why and how are Hispanics using the internet in their daily lives, 2009

U.S. Hispanic consumers view the internet as a very important information source in the purchase decision-making process. They look to the internet to learn about products, brands, features, stores and pricing.


More than the language, it’s about the content

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• Roughly half of U.S. Hispanics online prefer Spanish language content.

• For 66% of U.S. Hispanics it’s important to be recognized as Hispanic, through culturally relevant content.

Sources: A study by AOL Advertising & Cheskin: Why and how are Hispanics using the internet in their daily lives, 2009; ANA, 2009



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U.S. Hispanic Women & Social Media


Social networking, a habit for Americans

As social networking has entered the mainstream, it has also quickly become not

just an occasional diversion but a habitual part of American life. In 2009, 18% of

social networkers in America checked their sites and services several times a day.

Just one year later, this figure stands at 30%, even as the total number of social

networkers has grown.

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Perception regarding the sentence: “How often do you use social networking websites / services?

18%

11%

21% 20%

30%Several Times / DayNearly Every DaySeveral Times / WeekAt Least Once / WeekFew Times / Month or Less

Source: Edison Research: The Social Habit - Frequent Social Networkers, June 2010


U.S. Hispanic women and social networks

A significant percentage of women access some type of social network

at least once a week, and more than half access social networks on a

daily basis.

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Have accessed social networks 85%

Weekly access 75%

Daily access 58%

Source: Sophia Mind: Impact of Social Networks on Purchases of Latin Women, 2010


Facebook, the social network

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• Facebook is the most accessed social network by U.S. Hispanic women, with

Twitter coming in second.

• 55% of U.S. Hispanic Moms prefer blogs, with social networks coming in

second with 42%.

4%

5%

6%

8%

26%

92%

Source: Sophia Mind: The Use of Social Networks on Purchases of Latin Women, 2010; Nielsen Insights: Power Moms, May 2009


Family and friends always come first

• There is a great diversity of activities in social networks which users consider to be either important

or very important, ranging from the personal to the professional.

• The activity which users consider most relevant is keeping in touch with friends and family.

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Activity Very Important

Somewhat Important

Keeping in touch with friends and family 79% 17%

Sharing photos and videos 53% 32%

Looking for discounts and opportunities to purchase goods 45% 20%

Reading about topics of interest 40% 33%

Research products and services 36% 25%

Voicing opinions about topics of interest 25% 37%

Exercising parental control over my kid(s) 25% 11%

Professional/Academic use 23% 26%

Playing games online 22% 29%

Professional Networking 22% 29%

Meeting new people 16% 31%

Searching for counseling 9% 18%

Source: Sophia Mind: The Use of Social Networks on Purchases of Latin Women, 2010


A dissatisfaction with social networks...

U.S. Hispanic women were asked questions regarding their satisfaction with social networks:

• 35% of them said that the existing social networks only satisfy some of the needs of U.S. Hispanic women.

• Only 21% of them believe that all their needs are met by what is available today on the Internet.

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What is missing from social networks?

• Their main complaints referred to the lack of more content specifically made

for latina women. As a consequence, there seems to be a lack of increased

participation of this segment in social networks.

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More Hispanic women participating



Influence of social network recommendation high

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• 63% of women who use social networks on a weekly basis have the habit of using this platform in order to look for recommendations on products and services before making their purchase decisions.

• This high percentage shows just how strong and credible the re c o m m e n d a t i o n o f k n o w n persons are towards consumption.

Electronics

What kinds of items would you be likely to buy if recommended highly on a social network?



Two-way street of information

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0 25 50 75 100Unsatisfied AlwaysSatisfied No

21% 24% 44%

Percentage of US Hispanic women who have a habit of commenting on social networks regarding purchasing experiences.

11%

• U.S. Hispanic women both look for and provide relevant information that

directly impacts their personal, and their friend’s, purchase behavior.



Opinions of friends & family influence purchase decisions

• Over 50% of U.S. Hispanic women may give up on a purchase if their

friends or family members (contacts in social networks) have a negative

opinion regarding the desired product.

31

Perception regarding the sentence: “The negative opinion of friends or relatives regarding a certain product will make me give up on buying it.”

11%

43% 25%

16%4%

Strongly DisagreeDisagreeUndecidedAgreeStrongly Agree



Social Networks more trustworthy than ads

• Comments left by friends or family members are taken into account and also any comment that is accessible, including posts left in blogs free of commercial content.

• Comments on social networks are generally more trusted than ads, which emphasizes the idea that the opinion of trusted persons is relevant in the purchasing process.

• It is also important to note that even when such comments are left not by friends or family, the level of trust which users place on them is also rather high.

32

Perception regarding the sentence: “I trust the comments which I read on social networks more than advertisements.”

11%

48%

25%

13%3%




Social networks almost as influential as experts

• An expert is a person who understands the matter at hand and is void of commercial opinions.

• When comparing comments left on social networks with the opinion of experts, the latter exerts more influence.

• Because they are well known as a reference on the topic women are searching about, they trust the expert’s recommendation as much, or more, as that of their friends.

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Perception regarding the sentence: “I trust the comments which I read on social networks more than the comments of specialists.”

5%

24%

40%

28%

4%




TV still stronger for U.S. Hispanic women

• Internet users in other countries disagree

that TV ads have more influence over

them than Internet ads.

• However, the amount of time spent

watching TV is higher in the United States

than in the other countries, which

probably exerts an influence on the

opinion of the women interviewed.

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Perception regarding the sentence: “TV ads have more influence over me than internet ads.”

8%

24%

40%

21%

7%





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