Understanding the 3-Screen Hispanic User in Today’s Media Environment

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3 Key Facts of the 3-Screen Environment of Hispanics; including Hispanics mobile user profile

Reaching Audiences: Exploring Opportunities in Hispanic Media and Market Research

Texas Tech University College of Media & Communication brings together experts in market research and Hispanic-oriented media, Reaching Audiences will feature two days of panels that discuss trends and shifting demographics in the media industries today (Mar 4 - Mar 5, 2013)

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  • Multi-Screen: Data Shows the Potential for Multi-Screen Engagement Weekly time spent with the Internet across all screens exceeds the amount of time spent watching TV
  • Hispanic 3 rd Screen environment differ from Mass as Mass 3 rd screen includes TV, Phone and Computer but Hispanic are more likely to have: TV, Phone and Tablet instead
  • http://pinterest.com/pin/218987600601516120/
  • Understanding the 3-Screen Hispanic User in Today’s Media Environment

    1. 1. Understanding the 3-Screen User in Today’s Media Environment Day 2 – Tuesday, March 5 | COMC 156 Parallel Panel
    2. 2. 3 Key Facts of the3-Screen Environment of Hispanics
    3. 3. Mobile Technographics ProfileSource: Forrester Research – Retrieved 02/28/13 - http://blogs.forrester.com/category/mobile_technographics 3
    4. 4. Hispanics are Advanced Mobile Users 85% 147% 122% -52% -62% 155%Source: Forrester Research – North American Technographic – 2011 4
    5. 5. Hispanics are Advanced Mobile Users 85% 147% 122% -52% -62% 155%Source: Forrester Research – North American Technographic – 2011 5
    6. 6. Hispanics are Advanced Users of Mobile ServicesSource: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf 6
    7. 7. Hispanics Consume Media across Devices Media consumption – Hours per week Weekly time spent with the Internet across all screens exceeds the amount of time spent watching TVSource: Forrester Research – North American Technographic – 2011 & ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php 7
    8. 8. Data Shows the Potential for Multi-Screen Engagement For Hispanics, Portability is Key to Stay Connected 24/7Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf 8
    9. 9. Mobile Device as a Computer •Hispanic Consumers are more likely to own a smartphone or a tablet •And less likely to own a desktop computer than the general population -8% -2% 26% 43% 0%Source: ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php 9
    10. 10. Mobile Device as a Computer •Hispanic Consumers are more likely to own a smartphone or a tablet •And less likely to own a desktop computer than the general population -8% -2% 26% 43% 0%Source: ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php 10
    11. 11. Mobile Devices are a Substitute for PCs, rather than to Complement the Online ExperienceSource: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf 11
    12. 12. Hispanic 3-Screen Environment TV Tablet PhoneSource: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf 12
    13. 13. Key Takeaways Build campaigns from the mobile consumer perspective and integrate into campaign strategy Explore new platforms to increase the ROI of your Hispanic campaigns (i.e Tablets)Explore Hispanic digital space within the SoLoMo (Social, Local, Mobile) environment 13
    14. 14. Twitter: @sedayanrSlideshare: sedayanrLinkedIn: salomondayanHashtag: #ReachingAudiences Gracias

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