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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
    View slide
  • 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
    View slide
  • 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