y! us hispanic women connectonomics

8/3/2019 Y! US Hispanic Women Connectonomics

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2/64

This deck aims to..

2

Identify the most prominent needs of US

Hispanic women and understand how these

needs differ among different demographics of

these women

Understand how US Hispanic women use

different channels to address their needs

Help marketers connect with US Hispanic

women in more meaningful and relevant ways

US Hispanic


3/64

Research Reviews wereconducted in order to

build on existing

research to take it to

the next, more

actionable level

6 one-on-one phone

interviews among USHispanics

45 minutes in length

Participants represent a

range of demographic,

usage and attitudinal

specifications

N=500 among Hispanic

women in the UnitedStates

45-minute online

surveys

National spread of

markets

Used a mix of onlinechannels and sites

Click here for Demos+ +

Our Phased Approach

3US Hispanic


4/64

4

Women are often labeled complex creatures

? ? ?Source: Secondary ResourcesUS Hispanic


5/64


6/64

This study breaks through the labels to

understand Hispanic women in the U.S. and

their needs


7/647

Understanding this complexity helps us market

to women more effectively

Why does she

use different

channels?

Who is she

connecting

with?

Where are

women sharing

or receiving?

Where is she

most receptive

to advertising?

Where is she

getting product

information?

How does she

get deals and

share them?

What is

fundamentally

important to

women?

=

US Hispanic


8/64

Understanding the needs of women

8US Hispanic


9/649

Breaking it down to basic needs

What drivesher?

Do needs

differ by life

stage?

What does

she wantwhen

connecting

with others?

US Hispanic


10/64

Knowing what makes women tick

1010

Dipstick+ Quantitative

Source: Dipstick + Quantitative

Mutual sharingMake a difference

Feeling alivePersonal growth

Social give & take

Social good & heritage

Break free

Be in-the-know

Bargain hunting

Got news?

Quality relationships

Release & escape

Be the best Me

Validation/AdmirationOpen-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control

Staying true to self

US Hispanic


11/6411

Feeling Alive 69%

Staying True to Self 67%

Bargain Hunting 65%

Quality Relationships 55%

Be Enabled 48%

Social Give & Take 46%

Release & Escape 45%

Personal Growth 43%

Be the Best Me 40%Be In-the-Know 36%

Break Free 34%

Be in Control 34%

Community Benefits 31%

Got News? 28%

Open-Minded 24%

Fantasy 24%

Social Good & Heritage 21%

Be Carefree 21%

Make a Difference 19%

Mutual Sharing 16%

Validation/Admiration 10%

Some needs are more prevalent than others

Feeling Alive

Quality

Relationships

Staying True

to Self

Bargain

Hunting

Be Enabled

Social Give & Take

Release & Escape

Personal Growth

Be the Best Me

Be In-the-Know

Break Free

Be in Control

Got News?

Open-Minded

Social Good &

Heritage

Be Carefree

Make a Difference

Mutual Sharing

Validation/Admiration

Community Benefits

Fantasy

US Hispanic


12/64

Many needs focus around engagement with

others/community

12Source: Quantitative

Mutual Sharing

Feeling Alive

Make a Difference

Personal

Growth Social Good &

Heritage

Social Give & Take

Break Free

Be In-the-Know

Bargain

Hunting

Got News

Quality

Relationships

Release & Escape

Be the Best Me

Validation/

Admiration

Open-Minded

Community

Benefits

Be Enabled

Be Carefree

Fantasy

Be In Control

Staying True

to Self

Dream Big

EngagewithOthers

BeaBetterMe

Make a Better CommunityUS Hispanic


13/64

Mature Vs. Young

0

10

20

30

40

50

60

70

80

90

Mutual

SharingFeeling

AliveMake a

Difference

Personal

Growth

Social Good

& Heritage

Social Give

& Take

Break Free

Be In-the-Know

Bargain

Hunting

Got News?Quality

Relationships

Release

& Escape

Be the

Best Me

Validation/

Admiration

Open-Minded

Community

Benefits

Be Enabled

Be Carefree

Fantasy

Be in Control

Staying True

to Self

13

Boomer

Millennial

Base size: Millennial Women n=95; Boomer Women n=188

Importance of needs: Extremely Important

Source: Quantitative

US Hispanic

Women of all ages have a similar set of needs


14/64

Stay at Home vs. Work out of Home

0

10

20

30

40

50

60

70

80

90

Mutual

SharingFeeling

AliveMake a

Difference

Personal

Growth

Social Good

& Heritage

Social Give

& Take

Break Free

Be In-the-Know

Bargain

Hunting

Got News?Quality

Relationships

Release

& Escape

Be the

Best Me

Validation/

Admiration

Open-Minded

Community

Benefits

Be Enabled

Be Carefree

Fantasy

Be in Control

Staying True

to Self

14

Stay at Home

Working

Source: QuantitativeBase size: Working Women n=270; Homemakers n=67* *Low base size

Importance of Needs: Extremely Important

US Hispanic

The same is true of homemakers versus working

women


15/64

Kids vs. No Kids

0

10

20

30

40

50

60

70

80

90

Mutual

SharingFeeling

AliveMake a

Difference

Personal

Growth

Social Good

& Heritage

Social Give

& Take

Break Free

Be In-the-Know

Bargain

Hunting

Got News?Quality

Relationships

Release

& Escape

Be the

Best Me

Validation/

Admiration

Open-

Minded

Community

Benefits

Be Enabled

Be Carefree

Fantasy

Be in Control

Staying True

to Self

15

No Kids

Have Kids

Source: QuantitativeBase size: Women with kids n=278 Women without kids n=189

Importance of needs: Extremely Important

Women with children place a bit more emphasis

on some practical needs than women without


16/64

Single vs. Married/Living with Partner

0

10

20

30

40

50

60

70

80

90

Mutual

SharingFeeling

AliveMake a

Difference

Personal

Growth

Social Good

& Heritage

Social Give

& Take

Break Free

Be In-the-Know

Bargain

Hunting

Got News?Quality

Relationships

Release

& Escape

Be the

Best Me

Validation/

Admiration

Open-

Minded

Community

Benefits

Be Enabled

Be Carefree

Fantasy

Be in Control

Staying True

to Self

16

Single

Married/with Partner

Source: QuantitativeBase size: Single Women n=101; Married/with Partner Women n=297

Importance of needs: Extremely

The same is true of married women versus single

women


17/64

17

Much is made of perceived differences

between different women, but their

underlying needs are consistent

The most important needs are about

feeling positive/alive and being

themselves - Many needs focus aroundengagement with others/community

Understanding Needs

US Hispanic


18/64

Online Channels Delivering on Needs

18


19/64

19

Understanding Channels is Imperative

How do the

channels fulfill

needs?

How often is she

using the

channels?

Who is she

connecting with?

What info is she

sharing and

receiving and

where?

US Hispanic


20/64

20

What channels did we look at?

Yahoo! (en

espaol)

iGoogle

AOL (Latino)

MSN (Latino)

Univision

tumblr

Diet & Nutrition

Wordpress

Blogspot.com

CNNYahoo! News

Huffington Post

Financial Times

CafeMom

BabyCenter

Yahoo! Mujer

Yahoo! Groups

Google Groups

Yahoo! Answers

Facebook,

MySpace,

Twitter

OMG! (en

espaol)

People (en

espaol)

TMZ

Yahoo!

Google

MSN

US Hispanic


21/64

Different channels fulfill different needs for women

How

ChannelsFulfill

Needs

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

21

NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the

following need state and/or channel is one of the top 3 to deliver on the need stateSource: Quantitative

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


US Hispanic


22/64

Fulfill a wide

variety of needs

everything fromhelping others and

personal

fulfillment to deal-

hunting and fun

22



Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


US Hispanic

Got news?


23/64

Fulfills nearly all

needs, helping her

be more satisfiedemotionally and

enabling her

practically

23



Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


US Hispanic


24/64

Connection to

people who love

what she loves

Taps into her

identity and can

even aid in bargain

hunting

24



Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control



25/64

Cater to very

specific needs -

Social good,bargain hunting, &

have something to

talk about

25



Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


Social give & take


26/64

Quench the thirst

for news and beingaware of whats

happening

26



Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?

Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control



US Hispanic

Bargain hunting


27/64

Fulfill the need tolet loose and know

whats what

27



Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control



28/64

Helps her maintain

her relationships,

provide support,

and have controlover her domain

Great for

communicating the

important things

28



Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


US Hispanic


29/64

Provide a release

from the world and

help her feel close

to her circle offriends

Offer the ability to

share and interact

29



Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


US Hispanic

Email and Social Networks have broad mass


30/64

30

Email and Social Networks have broad mass

reach, with content sites following closely

Source: QuantitativeWomen n=467

94%

74%

61% 59% 56%52%

39% 36%

I use the following weekly

US Hispanic


31/64

31

Connections vary significantly by channel

I connect with the following people


0%

25%

50%

75%

100% Family Close friends

Acquaintances People with similar interests, concerns, etc.

Coworkers Brands/Retailers/stores

h i f i i


32/64

32

Women gather information across sites Content

sites offer the most personalized info


What I do on these sites

0%

25%

50%

75%

100% Get information about my interestsGet information that I then share/discuss somewhere else

Read comments/posts


33/64

Content sites provide a wealth of information on

a variety of subjectsI read ABOUT the following


0%

20%

40%

60%

80% Others experiences, opinions regarding brands/products Personal Advice

Healthy living/eating Food/cooking

Political news/commentary Lifestyle/entertainment/celebrity news

Gossip Fashion/new trends

Information taken from these sites is shared across


34/64


Information taken from these sites is shared across

social platforms and even content sites themselves

What I do on these sites

Write reviews 17% 22% 20% 15% 3% 1% 7% 15%

Post comments 13% 24% 25% 21% 5% 6% 15% 66%

Share

links/information I

found interesting

25% 24% 25% 17% 5% 5% 39% 55%

Discuss or share info

about products/brands21% 29% 22% 16% 5% 3% 17% 28%


35/64

Content channels and social networking

channels are used most often

Content channels (mainly Portals andSpecial interest sites) and online

communities meet the widest range of

needs

Portals and Womens/Special interest

sites also offer deeper connection

Understanding Channels

35US Hispanic


36/64

36

Helping marketers make the most

out of these connections

36US Hispanic


37/64

37

Leveraging these Channels for Marketing &

Advertising

Where is she more

accepting of ads?

What channels

influence purchase

decisions?

How do the

channels deliver on

deals?

Where is she talking

about brands?

US Hispanic

Ad P t l d W /S i l I t t


38/64

Ads on Portals and Womens/Special Interest

sites are more relevant and engaging

How do you feel about each online channel, select all statements that apply


0%

10%

20%

30%

40%

50% Tends to show me/lead me to ads that are relevant to me

Exposes me to interesting/engaging ads

Has ads that are tailored specifically to me (age, location etc.)

Shows ads or brand info in a creative/different manner

US Hispanic38


39/64


Women receive information about products &

brands in these spaces as wellWhat I do on these sites

Get information about

products/brands

50% 46% 28% 18% 18% 11% 17% 14%

Read reviews 48% 42% 25% 20% 16% 13% 9% 21%

Get information on

products/brands Iintend to buy in the

next 12 months

52% 46% 22% 18% 13% 6% 17% 10%

US Hispanic

P t l d W /S i l I t t it


40/64


Portals and Womens/Special Interest sites

inform purchase decisionsHow do you feel about each online channel, select all statements that apply

Informs me of

latest/new products42% 35% 20% 17% 17% 11% 17% 17%

Introduces me to new

product/brands I

hadn't heard about

38% 34% 22% 15% 12% 9% 18% 21%

Helps me make the

right purchase

decision

41% 38% 21% 18% 15% 7% 14% 11%

Has reliable

information on

brands/products

46% 39% 22% 17% 18% 7% 12% 13%

US Hispanic

Th t t it l ff i t


41/64

Makes it easy to share

product/brand related

info/ads

28% 29% 24% 14% 5% 6% 17% 26%

Gives me access to

reviews I can use43% 44% 28% 20% 18% 9% 7% 11%

Gives me access to

great savings42% 35% 22% 9% 10% 4% 29% 15%

Helps ensure I don't

miss out on good deals39% 33% 22% 10% 9% 4% 30% 11%


These content sites also offer an appropriate

forum for customer acquisition and engagementHow do you feel about each online channel, select all statements that apply

41US Hispanic


42/64

42

Brand & product sharing take place mostly in

content driven sites


I use this for product or brand information

0%

15%

30%

45%

60%

75%

Get information about products/brands Discuss or share info about products/brands

US Hispanic


43/64

Portals and Womens/Special Interest

sites are seen by women as relevant

and impactful marketing channels.

Ads, specifically, on these content sites

are more relevant and engaging

Portals and Womens/Special Interesthave impact through the course of the

purchase funnel

43

Delivering for Marketers

US Hispanic

RECEIVING


44/64

NEE

DS

RECEPTIVITY

SHARING

Get info aboutmy interests

Get info aboutproducts/

brandsRead reviews

Readcomments/

posts

Shows meads that arerelevant to

me

Has reliableinformationon brands/

products

Useful tofigure out

what brandsare there

Gives medifferentpoint ofviews onproducts

Hasencouraged

me to tryout newproducts

44


about products & brands

Makes it easy to shareproduct/brand info & ads

Share links/info I foundinteresting

Write reviews

Post comments

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


US Hispanic

How each channeldelivers in terms of

needs, the receiving andsharing of information,

and marketing receptivity

RECEIVING


45/64

RECEPTIVITY

SHA

RING




Readcomments/

posts

45US Hispanic

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?

Quality relationshipsRelease & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


Got news?

NEE

DS

Post comments



brandsRead reviews


me


products

Useful tofigure out


Helps memake the

rightpurchasedecision

Hasencouraged



Write reviews

RECEIVING


46/64

RECEPTIVITY

SHA

RING

46

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


Readcomments/

posts



brandsRead reviews

Discuss or share infoabout products & brands



Write reviews


me

Has reliableinformationon brands/products

Useful tofigure out


Helps memake the


Hasencouraged


NEE

DS

US Hispanic

Post comments

RECEIVING


47/64

RECEPTIVITY

SHA

RING

Readcomments/

posts



brandsRead reviews

47

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control



me


Useful tofigure out


Helps memake the


Hasencouraged


NEE

DS


Post comments



Write reviews

US Hispanic

RECEIVING


48/64

RECEPTIVITY

SHA

RING


me


Useful tofigure out


Helps memake the


Hasencouraged


Readcomments/

posts



brandsRead reviews

48





Write reviews

Post comments

NEE

DS

US Hispanic

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


Social give & take

RECEIVING


49/64

RECEPTIVITY

SHA

RING


me


products

Useful tofigure out


Helps memake the


Hasencouraged


Readcomments/

posts



brandsRead reviews

49





Write reviews

Post comments

NEE

DS

US Hispanic

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?

Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control



Bargain hunting

RECEIVING


50/64

RECEPTIVITY

SHA

RING


me


products

Useful tofigure out


Helps memake the


Hasencouraged


Readcomments/

posts



brandsRead reviews

50

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


NEE

DS





Write reviews

Post comments

US Hispanic

RECEIVING


51/64

RECEPTIVITY

SHA

RING


me


Useful tofigure out


Helps memake the


Hasencouraged


Readcomments/

posts



brandsRead reviews

51

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control




Write reviews

Post comments


NEE

DS

US Hispanic

RECEIVING


52/64

RECEPTIVITY

SHA

RING


me


Useful tofigure out


Gives medifferentpoint ofviews onproducts

Hasencouraged




brandsRead reviews

52

Mutual sharing

Feeling alive

Make a difference

Personal growth


Social give & take

Break free

Be in-the-know

Bargain hunting

Got news?


Release & escape

Be the best me


Open-minded

Community benefits

Be enabled

Be carefree

Fantasy

Be in control


Readcomments/

posts

NEE

DS



Write reviews

Post comments


US Hispanic


53/64

1. Needs: Focusing on underlying needs enables deeper emotional connections

with women, for product, marketing and content functions. The most important needs for women are varied: The less tangible, lighter side is represented in

the need for personal fulfillment and positive energy; practical needs like enablement and

bargain hunting also rise to the top.

2. Channels: Understanding how channels deliver differently on needs allows for

fine tuning of marketing communications.

E-mail and social networking are used most often by women. These channels enable women tostay connected, share information, and interact, but these connections do not always fulfill the

deepest set of needs. Marketing messages are often ignored in these environments.

Portals, Online Communities, and Womens/Special interest sites fulfill the most needs for

women. These channels are seen as forums that offer a depth and range of information for the

taking, and women take to them with eagerness and attentiveness.

3. Receptivity: Portals and Womens/Special interest sites are ideal platforms fordelivering marketing messages. These channels are much more effective in delivering impact on purchase decisions compared to

other online channels.

Women are most open to advertising on these channels and use them to arm themselves with

information on products and brands.

53US Hispanic


54/64

54

THANK YOUFor additional information please contact your Yahoo! representative


55/64

55

Appendix

US Hispanic

Large amount of interest is focused around light topics like


56/64

Large amount of interest is focused around light topics like

entertainment/hobbies; Healthy living and News garner high

interest as well

64%60%

54%52%

51%46%

44%

41%37%37%

36%29%

28%27%

25%

25%23%23%

18%18%

16%13%

Food, Eating, Cooking, Recipes, etc

Entertainment, Movies, Arts, Culture, Music

Movies

Healthy Living

News

Fashion Beauty

Topics specific to women

Tourism travelConsumer reviews/experiences on products used brands

Restaurants Hotels Diners etc

Hobbies

Technology

Love, Sex, Relationship advice

Parenting Life of moms dealing with issues related to kids

Lifestyle/Celebrities

Managing life (i.e. time management finance etc.)

Gossip scandals news

Related to my work/job

Politics

Sports

Business, Finance, Economics, etc

Autos

Level of Interest in Topics Very Interested

5656


Women n=467

US Hispanics

While most employ mobile for its practical purposes (talk, text), many


57/64

While most employ mobile for its practical purposes (talk, text), many

also use it for entertainment and fun ; while the majority have access

to mobile net, only use it frequently

73%

59%

36%

28%

24%

21%

18%

14%

Talk on the phone

Text friends family

Take pictures

Send pictures to others

Log on to social networking

sites

Instant messaging

Listen to music

Play pre-loaded games

Frequency of Using Mobile DeviceFeatures - Frequently

25%

17%

15%

Yes and I access this feature

regularly

Yes but I only access this

feature occasionally

Yes but I have never used

this feature

Whether Own a Mobile Phone that hasAccess to the Internet

5757


Women n=467

US Hispanic

Mobile net widely used for connecting with others (E-mail SN); Search


58/64

Mobile net widely used for connecting with others (E-mail, SN); Search

is also big

52%48%

41%34%

33%32%

30%27%

26%26%

25%23%23%

21%

18%18%18%18%

13%13%

Read/write e-mail

Use social networking sites (i.e., Facebook, Orkut, Twitter)

Use the search function

Get directions

Instant message and chat with my friends

Play games

Upload photos to sites like Facebook, FlickrListen to music on Internet radio stations

Catch up on news and current events

Do banking and/or pay bills

Shop around for products/services

Catch up on entertainment/celebrity/lifestyle news

Watch videos

Download music and/or videos

Get information on recipes/cookingLook up reviews on restaurants/nightlife

Look up reviews on products/services

Purchase products/services

Get sports information

Get financial updates

Frequency of Accessing Internet Via Mobile Phone For Specific Purposes Summary

5858


Women n=198

US Hispanic

Yahoo! Mail, Search, and News are visited most frequently


59/64

Yahoo! Mail, Search, and News are visited most frequently

among other Yahoo! sites

57%

42%

41%

19%17%

15%

14%

13%

13%

12%

11%

10%

7%

Yahoo! Mail

Yahoo! Search

Yahoo! News

Yahoo! MessangerYahoo! Groups

Yahoo! Movies

Yahoo! Games

Yahoo! Shopping

OMG

Yahoo! Health

Yahoo! Music

Yahoo! TV

Yahoo! Shine

Frequency of Visiting Websites:At least a week

Frequency of Visiting Websites:At least once a month

5959


Women n=467

US Hispanics

61%

48%

47%

24%24%

21%

20%

20%

20%

18%

16%

13%

10%

Yahoo! Mail

Yahoo! Search

Yahoo! News

Yahoo! MessangerYahoo! Movies

Yahoo! Groups

Yahoo! Games

Yahoo! Health

Yahoo! Shopping

OMG

Yahoo! Music

Yahoo! TV

Yahoo! Shine

Yahoo! is used as a main portal to get information on various topics


60/64

60


Base size n=325

Yahoo! is used as a main portal to get information on various topics

Topics Use Portals For

Email 51% 15% 16% 9% 16%

Local News 32% 13% 13% 6% 28%

World News 32% 18% 19% 8% 25%

Entertainment 31% 17% 15% 6% 25%

Celebrity/gossip 30% 14% 10% 6% 20%

Maps 29% 21% 7% 5% 32%

Weather 26% 14% 10% 6% 38%

Weather forecast 26% 12% 10% 6% 38%

Messenger 25% 9% 13% 7% 8%

Lifestyle 24% 15% 11% 5% 18%

Movies 24% 15% 7% 6% 29%

Shopping 23% 18% 10% 5% 37%

Games 22% 11% 7% 4% 20%

Chat 21% 10% 6% 6% 10%

Specialized

Website

Colors indicate significant difference vs. Yahoo! at 95% level of confidence

US Hispanic


61/64


Topics Use Portals For

Technology 21% 16% 10% 5% 24%

Finance 20% 12% 8% 5% 19%

Calendar 19% 13% 7% 3% 12%

Jobs 19% 12% 5% 4% 21%

Photos 18% 13% 8% 4% 19%Horoscopes 18% 8% 5% 5% 9%

Sports 18% 11% 7% 5% 15%

Videos 18% 13% 7% 6% 28%

Music 18% 14% 7% 6% 30%

Travel 18% 13% 8% 5% 27%

Blogs 15% 11% 5% 3% 22%

Autos 13% 10% 5% 3% 16%

Dating 7% 6% 2% 2% 8%

Base size n=325

Specialized

Website

Colors indicate significant difference vs. Yahoo! at 95% level of confidence

US Hispanic


62/64

62

Demos

US Hispanic

Most of the respondents are married, employed full time and


63/64

Most of the respondents are married, employed full time and

have been using the Internet for more than 10 years

14%

39%

47%

15 to 27

28 to 43

44 to 64

Age

1%

2%

8%

24%

66%

6 months ago or less

6 months to 2 years

2 years to 5 years

5 to 10 years

More than 10 years

When First Began Accessing or Using the

Internet for Personal Use

38%15%

5%

6%

14%

4%

1%

14%

Employed full-time

Employed part-time

Self-employed

Retired

Fulltime homemaker/housewife

Full-time student

Part-time student

Not currently employed

Employment Status

16%

6%

10%

53%

15%

Single living alone

Single living with roommate

Living with significant other

Married living with spouse

Other

Marital Status


Base size n=467

US Hispanic

Majority of them have children and have at least gone to


64/64

Majority of them have children and have at least gone to

college. Fall in the mid-income range.

4%

13%

30%

30%5%

13%

3%

Some high school or less

High school graduate

Some college

College graduate

Some Post-graduate

Completed Post-graduate

Trade school/other

Highest Level of

Education Completed

12%

12%

13%

10%

19%

13%

10%

0%

0%

1%

Less than $20000

$20000 to $29999

$30000 to $39999

$40000 to $49999

$50000 to $74999

$75000 to $99999

$100000 to $149000

$150000 to $199999

$200000 to $249999

$250000 or more

Annual Income of

Household

60%

40%

Yes

No

Children

y! us hispanic women connectonomics

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