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Hispanic mobile and social networking for ad tech 11410

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    Hispanic mobile and social networking for ad tech 11410 Hispanic mobile and social networking for ad tech 11410 Presentation Transcript

    • Mobile and Social in Hispanic America 2010
      Jerry Rocha
      VP, Media Solutions
      Page 1
    • Newborns Will Be Majority Multi-cultural Before 2020
      U.S. Census Bureau
      The New Face of Opportunity
    • US Population Growth Forecast for Key Race and Hispanic Ethnicity Groups
      Ethnic Population Growth: 2010 to 2050 (Thousands)
      Source: US Census Bureau, "US Interim Projections by Age, Sex, Race and Hispanic Origin"
      2010 to 2030: +53%
      2030 to 2050: +40%
      Source: US Census Bureau, "US Interim Projections by Age, Sex, Race and Hispanic Origin"
      Page 3
    • Minutes and Dollars: Hispanics vs. Non-Hispanics
      Average Spending Per Month by Ethnicity
      US Subscribers (n=56,411)
      (Mean)
      Base: AT&T (n=16,028), Nextel (n=782), Sprint (n=5,500), T-Mobile (n=6,558), Verizon (n=17,715)
      Questions used: Q455
      Note: Asian/Pacific Islander, Native American or Alaskan Native and Other for Nextel; Native American or Alaskan Native for Sprint not reported due to insufficient sample.
      Source: Nielsen Mobile Insights, US, Q2 2010
      Page 4
    • Ethnic Subscriber Share by Carrier
      Ethnic Subscriber Share by Carrier
      US Subscribers (n=70,552)
      Base: AT&T (n=20,221), Nextel (n=1,009), Sprint (n=6,655), T-Mobile (n=8,079), Verizon (n=22,501)
      Questions used: Q175, Q178
      Source: Nielsen Mobile Insights,US, Q2 2010
      Page 5
    • Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband
      Still…
      • 6 out of 10 have home computer with
      Internet
      • Almost 6 out of 10 have broadband
      Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)
      The New Face of Opportunity
    • Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online Video
      Monthly Time Spent in Hours:Minutes
      Hispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterparts
      Source: Nielsen 3-Screens Report 1Q 2010
      The New Face of Opportunity
    • Hispanic Households More Likely to Own Internet and Video-Enabled Cell Phones
      Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)
      The New Face of Opportunity
    • Hispanics Spend More Time Watching Video on Their Phones
      Hispanics Use Cell Phones as Substitutes for Home Computer
      Source: Nielsen 3-Screens Report 1Q 2010
      The New Face of Opportunity
    • Advertising to Hispanics
      Does advertising need to target and address Hispanics directly, or will general market ads suffice?
      Nielsen IAG analysis found that ads created specifically for the Hispanic market had higher recall than repurposed general market spots:
      16% higher brand recall
      22% better message recall
      Higher recall apparently results from culturally relevant cues embedded in the advertising, such as Hispanic characters, music and themes.
      The New Face of Opportunity
    • 54% of Hispanics who bought a phone in the last 6 months
      Smartphone Ethnicity Share
      Acquired Device in the Past 6 Months
      Question used: B3090
      Source: Nielsen Mobile Insights, US,Q2 2010
      *Caution: Small base size
      **Base size is reduced due to a random selection of respondents for this question.
    • Android is the leading OS among all smartphone owners and Hispanics
      Hispanics already 13% of iPad Owners
      Smartphone Operating System Share
      Acquired Device in the Past 6 Months
      Question used: B3090
      Source: Nielsen Mobile Insights, US,Q2 2010
      *Caution: Small base size
      **Base size is reduced due to a random selection of respondents for this question.
    • Hispanics show higher usage among most media activities
      Media Activities Used in the Past 30 Days
      Belong to Any Social Networking Group or Online Community
      Question used: B3090
      Source: Nielsen Mobile Insights, US,Q2 2010
      *Caution: Small base size
      **Base size is reduced due to a random selection of respondents for this question.
    • Hispanics over index on ALL social networking activities
      Social Networking Activities in the Past 30 Days
      Belong to Any Social Networking Group or Online Community
      Question used: B3090
      Source: Nielsen Mobile Insights, US,Q2 2010
      *Caution: Small base size
      **Base size is reduced due to a random selection of respondents for this question.
    • Hispanics use of Social Networking sites and Applications
      % of users to Social Networking Sites and Applications
      26.9%
      31.4%
      20.7%
      19.6%
      Question used: B3090
      Source: Nielsen Mobile Insights, US,Q2 2010
      *Caution: Small base size
      **Base size is reduced due to a random selection of respondents for this question.
    • Jerry Rocha
      VP, Media Solutions
      Jerry.rocha@nielsen.com
      Twitter: jerryrocha
      Page 16