Hispanic Mobile Marketing Forum 2012 - Max Kilger

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The Nature of the Mobile Hispanic Market by Max Kilger, Chief Behavioral Scientist at Experian Simmons. Presentation for Portada's 2012 Mobile Marketing Forum in New York City.

Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013.

Learn more at: http://www.portada-online.com/conferences

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  • Ad receptivity scale: far above average. More likely to reach ad receptive Hispanics. Want to reach ad receptive Hispanics on a tablet, you should consider IM/Chat integration and Music, and less so for tablet gaming because that set are less likely to be receptive to advertising.
  • Not as much differentiation among tablets as among mobile phones
  • In addition to being most likely to spend $100+ on groceries, Hispanics who access social networking from their mobile phone are 80% more likely to have redeemed coupons from their cell phone.
  • Hispanic Mobile Marketing Forum 2012 - Max Kilger

    1. 1. The Nature of the HispanicMobile Market:Featuring new research fromExperian SimmonsDr. Max Kilger, Chief Behavioral Scientist,Experian Simmons©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
    2. 2. Agenda  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©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2
    3. 3. Why is the Hispanic Mobile Scene So Important?  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©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3
    4. 4. What Do Other Hispanic Marketing Experts Say About the Hispanic Mobile Scene?  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©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. *http://felipekorzenny.blogspot.com 4
    5. 5. Data Sources Experian Simmons Used for This Presentation  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©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5
    6. 6. 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©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6
    7. 7. Topline findings©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7
    8. 8. Mobile Phone Incremental and Cumulative Reach 1 day reach among Hispanics exceeds non-Hispanic 100% 90% 7 Day 1 Day 80% 70% 35% 42% 60% 50% 85% 89% 40% 30% 51% 47% 20% 10% 0% Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8
    9. 9. Tablet Incremental and Cumulative Reach Hispanic 7 day reach 18% greater than non-Hispanic 25% 7 Day 1 Day 20% 15% 9% 7% 10% 20% 17% 5% 11% 10% 0% Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9
    10. 10. Mobile Phone Activities Engaged in Last 7 Days Hispanics outpace non-Hispanics among most social activities on a mobile phone 70% 66% Messaging 60% 58% Email 50% 40% IM/Chat 30% 29% Social Net 26% 20% 18% 17% 13% 10% 8% 0% Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10
    11. 11. Mobile Phone Activities Engaged in Last 7 Days Hispanics outpace or equal non-Hispanics in engaging in other mobile phone activities 30% 26% Music 25% 22% Video 21% 20% Games 18% 18% 16% 15% Websites 10% 9% 8% 5% 0% Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11
    12. 12. Tablet Activities Engaged in Last 7 Days Hispanics tablet users more likely than non-Hispanics to IM/chat, watch videos and listen to music 80% Email 70% 68% IM/Chat 60% 55% Social Net 50% Video 39% 40% 40% 34% 33% Music 30% 31% 30% 20% 20% 10% 10% 0% Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12
    13. 13. Tablet Activities Engaged in Last 7 Days Hispanic tablet users less likely than non-Hispanics to read e-books, mags, newspapers and visit Websites 70% Games 62% 60% E-Books 50% 49% 48% Magazines 46% Newspapers 40% Websites 30% 27% 22% 20% 19% 15% 11% 12% 10% 0% Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13
    14. 14. Mobile Phone Time Spent Last 7 Days Hispanics 44% more likely than non-Hispanics to spend 20+ hours on their mobile phone in a week 80% 70% 68% 63% 60% 50% 5 hrs or less 40% 5 to < 20 hrs 30% 20 hrs or more 24% 23% 20% 13% 9% 10% 0% Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14
    15. 15. Tablet Time Spent Last 7 Days On average, Hispanics spend less time on their tablet than non-Hispanics 80% 71% 70% 60% 56% 50% 5 hrs or less 40% 36% 5 to < 20 hrs 30% 20 hrs or more 22% 20% 10% 7% 8% 0% Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15
    16. 16. A Day in the Life©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16
    17. 17. Devices Used to Access Social Networking Hispanics are more likely to access social networking from mobile phones, tablets, games and MP3 players Hispanic Non-Hispanic 72% 44% 21% 21% 7% 6% 26% 19% 41% 4% 5% 79% Base: Adults who accessed social networking from at least one device last 7 days©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17
    18. 18. A Day in the Life: Social Networking Hispanics take a break from social networking after lunch 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18
    19. 19. A Day in the Life: Facebook We see similar post-lunch lull for using the Facebook mobile app 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19
    20. 20. A Day in the Life: Browsing Mobile and tablet browsing levels are higher and more stable after 2:00PM 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20
    21. 21. A Day in the Life: IM/Chat Even during late night hours, Hispanics are IMing and chatting on the phone and tablet 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 21
    22. 22. A Day in the Life: Text Messaging Texting grows steadily throughout the day until 5:00PM when it begins to taper off 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22
    23. 23. Ad Receptivity and Brand Applications©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23
    24. 24. Interested in Receiving Cell Phone Ads Hispanics more interested in cell phone ads and growing more receptive Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24
    25. 25. Willing to Receive Ads on Cell in Exchange for Something of Value Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25
    26. 26. Interest in Paying for Items with Cell Phone Non-Hispanics gaining ground on Hispanics when it comes to using their phone to pay for things Hispanic Non-Hispanic©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26
    27. 27. Advertising Receptivity by Tablet Activities Hispanics who use their tablet to IM/chat are more receptive in advertising then the average tablet user 160 140 135 120 120 113 112 100 95 80 60 40 20 0 IM/Chat Social Net Video Music Games©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Base: Hispanic+used tablet last 7 days 27
    28. 28. Reach Culturally In-Touch Hispanics with IM/Chat Hispanics who keep up with Latin music, news or sports are more likely to IM/chat on their phone 140 129 126 120 100 85 80 69 63 60 40 20 0 Agree A lot Agree a Neither Disagree a Disagree a Little Agree nor Little lot Disagree©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Base: Hispanic+used mobile phone last 7 days 28
    29. 29. Mobile Activities Index by Fast Food Chain Mobile Hispanics who engage in numerous mobile activities are more likely to eat at leading fast food chains 160 149 McDonalds 139 KFC 140 134 130 123 119 120 Dominos 118 117 120 100 80 60 40 20 0 IM/Chat Social Net Music©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Base: Hispanic+used mobile phone last 7 days 29
    30. 30. Mobile Activities Index by Fast Food Chain Hispanics who watch mobile video are 56% more likely to eat at Domino’s than the average mobile Hispanic 180 McDonalds 160 156 KFC 140 140 140 Dominos 140 127 121 121 120 113 115 100 80 60 40 20 0 Video Games Websites©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Base: Hispanic+used mobile phone last 7 days 30
    31. 31. Tablet Activities Index by Fast Food Chain Hispanics who access social networks via tablet are 5% less likely to eat at KFC than all Hispanic tablet users 140 133 McDonalds KFC 120 114 111 113 114 111 109 109 Dominos 100 95 80 60 40 20 0 IM/Chat Social Net Music©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Base: Hispanic+used tablet last 7 days 31
    32. 32. Tablet Activities Index by Fast Food Chain Hispanics who visit Websites via a tablet are 20% less likely to eat at Domino’s than all Hispanic tablet users 140 McDonalds 122 KFC 120 112 106 105 Dominos 102 102 103 98 100 80 80 60 40 20 0 Video Games Websites©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Base: Hispanic+used tablet last 7 days 32
    33. 33. Grocery Expenditures by Mobile Phone Activities Hispanics who access social networking from their phone most likely to spend $100+/ month on groceries 120 107 109 110 100 89 89 80 78 60 $100 or Less More than $100 40 20 0 Messaging IM/Chat Social Net©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Base: Hispanic+used mobile phone last 7 days 33
    34. 34. Summary©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 34
    35. 35. 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©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 35
    36. 36. For additional information… Visit: www.experian.com/simmons Follow: Scan: /ExperianSimmons @ExperianSimmons©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 36
    37. 37. ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 37

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