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Hispanic Mobile: Hispanicize 2013

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

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

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  • 1. Hispanic MobileChallenges & OpportunitiesHispanicize 20132013April 11,
  • 2. 2Hispanic Mobile ProfileSource: Sensis Hispanic Mobile Report, December 2011
  • 3. 3Mobile Phone Usage Among HispanicsSource: comScore, December 2012
  • 4. 45%34%Hispanic General MarketHispanics over-index in smartphone usageSource: Sensis Hispanic Mobile Report, April 2012
  • 5. 5Smartphones as ComputerSource: Sensis Hispanic Mobile Report, April 2012
  • 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. 7Hispanic In-storeMobile ExperienceInnovative research on Hispanicin-store mobile usewww.HispanicMobileReport.comSource: Sensis Hispanic Mobile Report, April 2012
  • 8. Top activities while shopping at a storeChart page11Top Activities While Shopping at a StoreSource: Sensis Hispanic Mobile Report, April 2012
  • 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. 10In-store price-checking is not aboutAmazon…it’s about the store across townSource: Sensis Hispanic Mobile Report, April 2012
  • 11. 11Hispanic Mobile• Shopping is a social affair• Deals ethic• No showroomingSource: Sensis Hispanic Mobile Report, April 2012
  • 12. 12Some insights from the trenches
  • 13. 13Hispanic Digital Experience
  • 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. 15Some InsightsYounger Hispanics• Important of authenticity to younger, acculturated segment• Looking to “connect” with their culture, even if they don’tspeak Spanish
  • 16. 16@jrvillawww.linkedin.com/in/josevillawww.thinkmulticultural.comThank youwww.slideshare.net/sensisagency

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