Hispanic Youth Marketing


Published on

Published in: Business
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Hispanic Youth Marketing

  1. 1. 13th Annual Hispanic Marketing Midwest Conference Hispanic Youth Advertising
  2. 2. the hispanic youth market: the numbers
  3. 3. Back to the future By 2050, 1 in 3 adults will be Latino by 2050 What does this tell us? Source: US Census Bureau
  4. 4. The future is now There are a lot of young Hispanics either in the U.S. right now or that will migrate here in the coming decades Hispanic youth represent 20% of the total U.S. teen population
  5. 5. Some numbers • More than 1/3 of all U.S. Hispanics are 18 or younger (half are under 26) • 80% of Hispanic youth are US-born • Over 50% of Hispanic youth live in CA or TX Source: Center for Reproductive Health Research and Policy, Department of Obstetrics, Gynecology and Reproductive Sciences / The Institute for Health Policy Studies, UCSF
  6. 6. They spend a lot purchasing power of $25 billion dollars per year Source: HispanicMPR.com, 2006
  7. 7. The population is “a changin”
  8. 8. What will the youth market look like? In 10 years, 62% of all teens will be Hispanic
  9. 9. Let’s meet this new market force
  10. 10. “The 40% Perception” • They are feeling their influence growing. • When asked what percentage of the U.S. they believe is Hispanic, the average of all response was 40% (the actual Census figure is 15%) • 49% believe they are the group with “the greatest influence on trends” in the United States. Source: The Intelligence Group, 2008 Latino Lifestyle Study
  11. 11. Latinas Rising • In a departure from previous generations, young Latinas are feeling empowered and excited about the independence and choices they have • For example, among young Latinos, only 32% would aspire to be a stay-at-home parent, vs 42% of non-Latinos. Source: The Intelligence Group, 2008 Latino Lifestyle Study
  12. 12. Cautious Optimism • Young Latinos are largely optimistic and social • They are more likely to say they are “happy” compared to non-Latinos (63% vs. 53%) • They are twice as likely as non-Hispanics to prefer a “large group of friends” versus a “few close friends.” Source: The Intelligence Group, 2008 Latino Lifestyle Study
  13. 13. The “New Generation Latino” New Generation Latinos (NGL’S) • Predominantly U.S.-born (2nd & 3rd generation) • Bilingual/Bicultural • Consume mostly English-language media and select in-culture channels • Fall within 12-34 media “sweet spot” 13
  14. 14. What they’re about… • Lifestyle Activators: Music, Food, Entertainment, Literature and Travel • Extroverted, outgoing and outspoken • “WIRED!” • Trendsetters • Choose brands based on who they’re with and where they are
  15. 15. What they’re about… • Value looking good and are looking to feel good • Defined by “culture” not exclusively by language • • Tremendous Latin Pride and desire to express it • Value connection, community and relatedness with others like them • Online social networking is a start point for social interaction, not the end result.
  16. 16. Language • They are language-neutral • They are very bilingual, going in and out of languages all the time • As kids, they grew up speaking Spanish at home but they were educated in English • Most cannot write or read Spanish
  17. 17. What are they watching… or downloading, or connecting with, or texting……
  18. 18. Top 3 Media Consumed • Internet • TV • Radio
  19. 19. Social Networking • There is no digital divide for this generation • 88% of young Latinos report having a MySpace or Facebook profile, actually higher than non- Latinos (87%). Source: The Intelligence Group, 2008 Latino Lifestyle Study
  20. 20. Television • Hispanic youth watch TV – 12-25 group spend 7.3 hrs / week watching TV – 25-34 group spend 8.3 hrs / week watching TV • Younger Hispanic Internet users (ages 12 to 34) spent more time online per week than they did watching TV Source: Terra Networks, “Terra.com Hispanic Syndicated Survey”
  21. 21. Radio • Radio Reach among Hispanic Youth – Teens: 96% – 18-24: 95% • Radio consumption – Teens: 17.06 hrs / week – 18-25: 22.04 hrs / week Source: RAB, Teens & Young Adult Reach & TSP – RADAR 87, Dec 05
  22. 22. Multi-Tasking • Hispanic Youth either “always” or “frequently” watch TV while they are online – 12-24 age group: 73% – 25-34 age group: 68% Source: Terra Networks, “Terra.com Hispanic Syndicated Survey”
  23. 23. So how do you reach them?
  24. 24. This is not your parent’s Hispanic advertising • Don’t start with the big Spanish TV networks – At least not the usual suspects (Univision, Telemundo) • Forget about newspapers or magazines
  25. 25. Where to start • Social and music – These are key entry points • Use multiple platforms – Often within the same media company • Target, Target, Target • Test emerging media – This group is often way ahead of our planning tools
  26. 26. How have we done it?
  27. 27. YAAO / We’re Fed Up • YAAO (Youth Activism Against Obesity) is a youth‐driven advocacy and social marketing campaign primarily targeting Hispanic teens (14- 18) in LA County • How do you effectively reach Hispanic teens with a complex social marketing message? – Shift consciousness & understanding of • food marketing • eating choices • Lifestyle habits • Environmental influences
  28. 28. Youth Activism Against Obesity enlist them to help create the brand
  29. 29. Youth Activism Against Obesity break thru the clutter and make an impact
  30. 30. Youth Activism Against Obesity Don’t forget they are still kids…
  31. 31. Youth Activism Against Obesity Allow them to carry the message in an organic space
  32. 32. Youth Activism Against Obesity leverage the network effect of their social web
  33. 33. U.S. Army Overview • Create awareness, increase propensity, and ultimately drive quality leads among Hispanic prospects to the U.S. Army, Army Reserves, and ROTC • Target: 18-24 year old Hispanics in U.S. and Puerto Rico • How have we done it? credentials .033
  34. 34. U.S. Army Going where they are…
  35. 35. U.S. Army …throughout the Internet
  36. 36. U.S. Army Becoming a part of their social world
  37. 37. U.S. Army Leveraging their favorite device
  38. 38. what does all this mean?
  39. 39. A new market with new rules • Language is nuanced • Digital platforms should drive efforts • Traditional media is still important, but must be carefully selected • Very different insights must drive communications
  40. 40. A little about us
  41. 41. this is sensis. Full service advertising agency Everything is digital Engaging the hard-to-reach Impacting mass market The new agency of record
  42. 42. online media & marketing banners / rich media web sites video strategy web site design email digital strategy content management systems search engine marketing analytics web & desktop applications gaming accessibility personas mobile our services digital-centric advertising social media creative & media (TV, radio, OOH, print) social networking multicultural blogging experiential bookmarking buzz / PR widgets
  43. 43. credentials .044
  44. 44. Some of Our Clients credentials .045
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.