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Hispanic Digital Trends
 

Hispanic Digital Trends

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A brief presentation I put together that reveals observations among Hispanics and changing digital behaviors.

A brief presentation I put together that reveals observations among Hispanics and changing digital behaviors.

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    Hispanic Digital Trends Hispanic Digital Trends Presentation Transcript

    • DIGITAL IS ON FIRE
      #1
      Although, the Hispanic market is sometimes late to the party, when new technology is introduced, adoption spreads like wildfire. Don’t blink, or you’ll miss it.
      41%versus24%
      Adoption Rates
      Hispanic versus Non-Hispanic (‘08 – ’09)
      the rate of online adoption for Hispanics compared to Non-Hispanics from ‘02 – ‘09
      – AOL Hispanic Cyberstudy 2010
      27%versus13%
      Percent of Hispanics versus Non-Hispanics that proclaim they are “early adopters”
      – AOL Hispanic Cyberstudy 2010
      Simmons Fall 08 & 09
    • 86%
      #2
      Hispanic mobile pen rate – FCC Broadband Adoption Study 2010
      MOBILE MAKES A BIG SPLASH
      The adoption of mobile phones in the Hispanic market has occurred fast and furiously. Not only is penetration higher than Non-Hispanics, but usage of features has made it a multifunctional, must-have & ever-present device.
    • #3
      HISPANICS MOBILE
      <3
      More than just a device, Hispanics use their mobile phone to remain connected with social circles. Looking beyond the plastic, there’s an emotional affair with mobile phones that can’t be ignored.
      Index127
      Index111
      “friendships wouldn’t be close without my cell phone”
      – Simmons Fall 2009
      “my cell phone connects me with the social world”
      – Simmons Fall 2009
      58%
      of Hispanics agree they like to remain connected to family and friends via mobile – Simmons Fall 09
    • #4
      CLICKITY-CLICKITY-CLICK
      Traditionally text messages have been used to connect with friends or family, but we’re starting to observe this communications tool being used for more than personal matters. Oh yea, did we mention Hispanics text – A LOT!
      75% & 115Index
      Hispanic mobile users that have sent/received a text – FCC Broadband Adoption Study 2010
      Xx% RR
      Xx% RR
    • PIX, FLIX, WEB & MORE.
      #6
      Smartphones have enabled access to a whole new world of content exchange and social interaction. The expectations of mobile phones (and content providers) is increasing rapidly, as is the utility by Hispanics.
      58% & 112Index
      xx% & xxIndex
      Hispanic mobile users that have sent/received a picture message
      – FCC Broadband Adoption Study 2010
      Hispanic mobile users that have sent/received/watched a video
      – FCC Broadband Adoption Study 2010
      47% & 168Index
      xx% & xxIndex
      Hispanic mobile users that have sent/received an IM
      – FCC Broadband Adoption Study 2010
      Hispanic mobile users that have accessed social network
      – FCC Broadband Adoption Study 2010
      25% & 147Index
      36% & 129Index
      Hispanic mobile users that have downloaded music
      – FCC Broadband Adoption Study 2010
      Hispanic mobile users that have accessed the web
      – FCC Broadband Adoption Study 2010
    • THE APPSPHERE IS EXPANDING
      #7
      In pop culture, the word “app” has become part of common language. Hispanics have already adopted this technology quicker than Non-Hispanics, but with the proliferation of Spanish content, there could be a boom in usage on the horizon.
      In April 2010, Univision’s World Cup app is featured in the Apple App Store, and is currently the 13th most popular free sports app
      24% & 120Index
      Hispanic mobile users that have downloaded an apps – FCC Broadband Adoption Study 2010
    • DIGITAL BARGAINS HUNTERS
      #8
      Who doesn’t want a bargain? Hispanics can be especially savvy shoppers, and with a world of information at their fingertips, they have flocked to the web in order to heighten their purchasing prowess.
      89%
      of Hispanics online use the web to “compare prices” of products
      – Hispanic Cyberstudy 2010
      64%
      of Hispanics online say “the Internet changed the way I get info on products”
      – Simmons Fall 2009
      index132
      “i always go to the web to find to find deals
      – Hispanic Cyberstudy 2010
      79%
      of Hispanics online use the web to “make a final decision” on purchases
      – Hispanic Cyberstudy 2010
    • #9
      NOT SO BRICK & MORTAR
      Traditionally, our audience has felt the need to touch, test and hold a product before making that final purchase. However, buying online has become a common practice and is a great opportunity to reach consumers at their point of interest. Not to mention, e-commerce site rank very high in traffic.
    • #10
      THE NEW VIDEO CONTENT PARADIGN
      Time shifting is becoming a hot button among General Market audiences, however, this trend is showing signs of momentum among Hispanics. As Spanish content proliferates this too may become a wild fire.
      #X among Hispanics
      Most watched all-time at #6 Lo Que tú Quieres Oirand
      #7 Pitbull’s – I know you Want Me
      Univision now host full-length programs on their own channel
      10 million video streamsmonthly
      Hulu-like Spanish
      language video website
      Despite not having content in Spanish, is the #98 most visited site among Hispanics
    • PUTTING THE “SOCIAL” IN “MEDIA”
      #11
      Hispanics offline show a greater need for social connections, however the online world has provided the perfect conduit in social media to allow Hispanics to remain ever-connected and continuously sharing.
      Index120
      65%
      “i enjoy keeping in touch with friends”
      – Simmons Fall 2009
      “internet is the new way I socialize and meet others”
      – Simmons Fall 2009
      K~
      XQ
      Index116
      CMC
      M1ML
      5versus31/2
      TQM
      “i like to introduce people to each other”
      – Simmons Fall 2009
      online users, hours spent per week on a social media site (HCM vs GM)
      – Mintel 2010
      ONE-HALF
      68%
      “i like to have a close circle of friends”
      – Simmons Fall 2009
      Hispanics that own a social networking page
      – Mintel 2010
    • 140
      THOUGHTS @ CHARS OR LESS
      #12
      Microblogging has exploded into mainstream culture, however, this platform quickly caught on among Hispanics consumers. Even though created for the English speaking world, those most comfortable in Spanish has adopted it fit their own needs.
      1/3
      18%
      of Hispanics online use Twitter
      – Pew Research Center
      of Hispanics use Twitter
      – Pew Research Center
    • #14
      WOM ONLINE
      Word of mouth is a strong channel of influence in the Hispanic community. This offline behavior indeed has transferred to the online world. Web chatter is rampant among Hispanics, and these peer opinions are traveling, literally, as fast as the click of a mouse.
      index139
      76%
      62%
      “i find that i am easily swayed by others”
      – Simmons Fall 2009
      “i like to share my knowledge with others”
      – Simmons Fall 2009
      of online Hispanics use to web to “get advice on what to buy”
      – Hispanic Cyberstudy 2010