Hispanic MobileChallenges & OpportunitiesHispanicize 20132013April 11,
2Hispanic Mobile ProfileSource: Sensis Hispanic Mobile Report, December 2011
3Mobile Phone Usage Among HispanicsSource: comScore, December 2012
45%34%Hispanic General MarketHispanics over-index in smartphone usageSource: Sensis Hispanic Mobile Report, April 2012
5Smartphones as ComputerSource: Sensis Hispanic Mobile Report, April 2012
6The behavioral basicsWhat most people know• Price sensitivity / deals ethic• More social in key activities (e.g. shopping...
7Hispanic In-storeMobile ExperienceInnovative research on Hispanicin-store mobile usewww.HispanicMobileReport.comSource: S...
Top activities while shopping at a storeChart page11Top Activities While Shopping at a StoreSource: Sensis Hispanic Mobile...
It’s all about thebest deal• Care more about findingthe best deals• Use anonymous mobileproduct reviews far lessSource: Se...
10In-store price-checking is not aboutAmazon…it’s about the store across townSource: Sensis Hispanic Mobile Report, April ...
11Hispanic Mobile• Shopping is a social affair• Deals ethic• No showroomingSource: Sensis Hispanic Mobile Report, April 2012
12Some insights from the trenches
13Hispanic Digital Experience
14Some Insights• Heavy mobile users – mobile ads have very high responserates• In some categories, English is key to reach...
15Some InsightsYounger Hispanics• Important of authenticity to younger, acculturated segment• Looking to “connect” with th...
16@jrvillawww.linkedin.com/in/josevillawww.thinkmulticultural.comThank youwww.slideshare.net/sensisagency
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Hispanic Mobile: Hispanicize 2013

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Insights into the Hispanic mobile opportunity. A presentation given at Hispanicize 2013.

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Hispanic Mobile: Hispanicize 2013

  1. 1. Hispanic MobileChallenges & OpportunitiesHispanicize 20132013April 11,
  2. 2. 2Hispanic Mobile ProfileSource: Sensis Hispanic Mobile Report, December 2011
  3. 3. 3Mobile Phone Usage Among HispanicsSource: comScore, December 2012
  4. 4. 45%34%Hispanic General MarketHispanics over-index in smartphone usageSource: Sensis Hispanic Mobile Report, April 2012
  5. 5. 5Smartphones as ComputerSource: Sensis Hispanic Mobile Report, April 2012
  6. 6. 6The behavioral basicsWhat most people know• Price sensitivity / deals ethic• More social in key activities (e.g. shopping)Source: Sensis Hispanic Mobile Report, April 2012
  7. 7. 7Hispanic In-storeMobile ExperienceInnovative research on Hispanicin-store mobile usewww.HispanicMobileReport.comSource: Sensis Hispanic Mobile Report, April 2012
  8. 8. Top activities while shopping at a storeChart page11Top Activities While Shopping at a StoreSource: Sensis Hispanic Mobile Report, April 2012
  9. 9. It’s all about thebest deal• Care more about findingthe best deals• Use anonymous mobileproduct reviews far lessSource: Sensis Hispanic Mobile Report, April 2012
  10. 10. 10In-store price-checking is not aboutAmazon…it’s about the store across townSource: Sensis Hispanic Mobile Report, April 2012
  11. 11. 11Hispanic Mobile• Shopping is a social affair• Deals ethic• No showroomingSource: Sensis Hispanic Mobile Report, April 2012
  12. 12. 12Some insights from the trenches
  13. 13. 13Hispanic Digital Experience
  14. 14. 14Some Insights• Heavy mobile users – mobile ads have very high responserates• In some categories, English is key to reaching them ---portrays legitimacy• Tablet adoption is driving Internet access among older,Spanish-dominant and less acculturated cohorts• Complex info best presented in anecdotal, story format
  15. 15. 15Some InsightsYounger Hispanics• Important of authenticity to younger, acculturated segment• Looking to “connect” with their culture, even if they don’tspeak Spanish
  16. 16. 16@jrvillawww.linkedin.com/in/josevillawww.thinkmulticultural.comThank youwww.slideshare.net/sensisagency
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