How to win with
the Hispanic
Digital Consumer
November 2013
Web Congress Miami
Chad Lehman
The Future is Here

Google Fiber: 200X more bandwidth

Google Now: Answers without asking

Project Chauffeur: Really smart...
Adoption of Technology Accelerates

First 8 Quarters Cumulative
Android & iPhone Unit Shipments
Global Unit Shipments (000...
Smartphones the #1 screen

Source: Kleiner Perkins
The US Hispanic Market is the Future Growth Engine

50.5M

$1T

1 in 6

Hispanics in the U.S. today

in spending power

Pe...
Latino influence cannot be ignored

Influencing
Decision Makers

Driving
Economic Growth

Changing
Traditional Media

Hisp...
Hispanics are more likely to research products and reviews
online

52%
comparison shopped
products online1
(vs. 38% Gen. M...
An audience that is highly engaged with digital advertising

Brand Recall

In-Store Visits

Video Resonates

80% more like...
Marketers Want to Reach US Hispanics at the Moment of
Relevance

US Hispanics A18-34
Spend More Time
Streaming Content tha...
Spend More Time Streaming Than Live TV
Total time streaming is equivalent to live TV among Hispanics 18-34
Mean Hours Week...
US Hispanic is not a one-size-fits-all segment
“Translating” a media plan doesn’t translate

Language preferences

Unique ...
Drive efficiencies during ZMOT (the Zero Moment of Truth)
Challenge:
“I’m already reaching
Hispanics with my
current searc...
Engage users seeking relevant video content
Challenge:

Display

Solution:

“I’m already reaching
Hispanics with my TV
buy...
Drive impact and a call-to-action while on the go
Challenge:

Mobile

Solution:

“Hispanics aren’t on
mobile.”

Hispanics ...
Gracias!
Chad Lehman
Team Lead New Business
NYC
305-215-6721
lehman@google.com
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Chad Lehman - Google - WebCongress Miami 2013

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  • Moore’s Law states that computing power doubles roughly every 18 - 24 months. Today, that law applies to a lot more things than just the CPU. All around us we see the effects of Moore’s Law writ large.  Three big technology platforms are converging:Internet makes the world’s information and media available to everyoneMobile connects everyone around the world, 24x7Cloud computing provides practically infinite computing power to anyone, on demand, for cheap So what? The future is upon us much faster than we think. Things that are “futuristic” aren’t that far off. Google Fiber: 200X more bandwidth than the average broadband connection in USrolled out this fall in Kansas Cityoffers 1 gigabit bandwidth both uploads and downloads for about $705 megabit (average broadband in US) is FREEWhat will people do with 50 - 100 X more bandwidth (both upstream and downstream)? Google Now: gives you answers without asking, at the right time, based on your history and context (searches, location, calendar, gmail, all with your permission)boarding passes and flight infoweather at home or your next destinationtraffic on your commutesports scoresinteresting attractions nearby (if you’re traveling) Project Chauffeur: driverless carspull onto the freeway and turn on the auto-pilot. This isn’t that far off.cars have driven over 400,000 miles without an accident Google Glass: seamless devices that you wear and are all connectedinteracts with your phone and other devicesincredibly easy to use: talk to it, nod your head yes or nowhat will happen when we unleash the world’s developers on it? What apps will they come up with?
  • We can see this speed in how consumers adopt technology: the pace is acceleratingiPod (2001 launch): 1M units in first 2 yearsiPhone (2007): 20M unitsiPad (2010): 68M units Android is accelerating even faster:growth over first three years was 6X that of iPhoneNow over 500M Android devices, activating over 1.3M per dayin Q312, Android was the OS on 75% of all smartphones shipped  So what? SPEEDTechnology cycles are impacting the entire business cycle: Going from 18 - 24 month cycles to 6-9 months, or even shorter. Lessons of moving too slow: Best Buy, RIM, HP
  • We are about to pass a monumental tipping point: by Q2 13, installed base of smart phones and tablets will surpass that of PCs [source: IDC, Mar 2012] The PC era is over. Why is this so important? Because the smartphone isn’t just a device you use to get something done. It is an intrinsic part of you. 24x7, closer than 10 feet. new E.g. Car manufacturers are worried that among younger people, the smart phone has replaced the car as the ultimate symbol of freedom. [bloomberg, 8/12]“4G trumps V-8”
  • NOTE: Work with USH pod, Bryan Herzog or Molly Shanley to customize based on your customer’s market and target audience“If it were a standalone country, the U.S. Hispanic market buying power would make it one of the top twenty economies in the world.”
  • 82% of ALL us hispanics watch youtube
  • Chad Lehman - Google - WebCongress Miami 2013

    1. 1. How to win with the Hispanic Digital Consumer November 2013 Web Congress Miami Chad Lehman
    2. 2. The Future is Here Google Fiber: 200X more bandwidth Google Now: Answers without asking Project Chauffeur: Really smart car! Google Glass: Seamless devices
    3. 3. Adoption of Technology Accelerates First 8 Quarters Cumulative Android & iPhone Unit Shipments Global Unit Shipments (000) Global Unit Shipments (000) First 8 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad 70,000 50,000 30,000 10,000 0 1 2 3 4 5 Quarters After Launch Source: Kleiner Perkins 6 7 8 250 150 50 0 1 2 3 4 5 Quarters After Launch 6 7 8
    4. 4. Smartphones the #1 screen Source: Kleiner Perkins
    5. 5. The US Hispanic Market is the Future Growth Engine 50.5M $1T 1 in 6 Hispanics in the U.S. today in spending power People in the U.S. is Hispanic 16% of the total population Will grow +42% by 2017 1 in 3 in AZ, CA, NM & TX 88% 1 in 4 27.6 of the population growth among A18-34 will come from Hispanics from 2010-2020 babies born is Hispanic Hispanic median age vs. 42.3 NH White and 37.3 national median age Projected to keep growing 1 in 2 in CA, FL, NY & TX A younger population Sources: 1) U.S. Census Bureau. Projections by age, sex and Hispanic origin. Released August 2008. 2) U.S. Census Bureau. “The Hispanic Population: 2010 2) eMarketer, “U.S. Buying Power by Race/Ethnicity, 1990, 2000, 2010 &2015”, December 1, 2010
    6. 6. Latino influence cannot be ignored Influencing Decision Makers Driving Economic Growth Changing Traditional Media Hispanic voter presence grew 4% and had a significant impact in battleground states Walmart Senior VP predicts all sales growth will come from multicultural consumers Traditional Spanish networks are shifting strategy to reach younger, bilingual Hispanics
    7. 7. Hispanics are more likely to research products and reviews online 52% comparison shopped products online1 (vs. 38% Gen. Market) 23% research product features on mobile phone2 (vs. 18% Gen. Market) 42% read product reviews or endorsements online1 (vs. 31% Gen. Market) Sources: 1) Shopper Sciences custom study, Ethnic cuts for Hispanic 2) comScore MobiLens Audience Profile, August 2011. Target Audience: US Hispanics 13+ who access the mobile web. Answered “yes” to being of Hispanic/Spanish origin or descent and lives in US.
    8. 8. An audience that is highly engaged with digital advertising Brand Recall In-Store Visits Video Resonates 80% more likely to remember brands seen advertised online, across all devices 73% more likely to have visited a retail store for the product or service being advertised online 94% more likely to remember the brands advertised on a viral video (36% of Hispanics vs. 20% NH) (38% of Hispanics vs. 22% NH) Source: 2012 Terra Hispanic Digital Consumer Study comScore (31% of Hispanics vs. 16% NH)
    9. 9. Marketers Want to Reach US Hispanics at the Moment of Relevance US Hispanics A18-34 Spend More Time Streaming Content than Watching Live TV Source: ComScore VideoMetrix May 2012 Base: Total Respondent / Q8. How many hours a week do you spend doing the following activities (activities listed above in chart)? Source: Google Generation V Survey
    10. 10. Spend More Time Streaming Than Live TV Total time streaming is equivalent to live TV among Hispanics 18-34 Mean Hours Weekly 9.2 Live TV 9.3 6.1 Live TV 8.1 6 Live TV 3.9 Pre-recorded TV 1.0 Streaming on TV 1.6 Streaming online Total 3.2 Pre-recorded TV 2.6 Pre-recorded 3.3 TV 6.5 Streaming on TV 3.5 Streaming online 2.1 Streaming on TV 2.7 Streaming online Hispanics Hispanics 18-34
    11. 11. US Hispanic is not a one-size-fits-all segment “Translating” a media plan doesn’t translate Language preferences Unique search habits Country of origin Video adoption Cultural nuances Social tendencies
    12. 12. Drive efficiencies during ZMOT (the Zero Moment of Truth) Challenge: “I’m already reaching Hispanics with my current search plan.” “How can I drive efficiencies in my DR strategy.” Search Solution: Hispanics search in both Spanish and English. 93% using Google as their primary search engine, and we can help you reach a variety of language preferences. Spanish-language search costs are about 30% lower for brand CPCs & 60% lower for generic CPCs. Sources: 1) Google US Hispanics 2010, October 2010, OTX. Base: Search Engine Users. Which of the following search engines do you use to gather information online? / A box (letter) indicates significant difference from comparative group(s) at 95% confidence. 2) Google Internal Data
    13. 13. Engage users seeking relevant video content Challenge: Display Solution: “I’m already reaching Hispanics with my TV buys.” YouTube has a higher reach for Hispanic A18-49 than prime TV shows like American Idol and Sábado Gigante. “Most digital video content is available through the major Spanish-language TV networks.” In 2013 YouTube is forecasting nearly $100M of combined :15 and :30 pre-roll videos reaching the Hispanic audience. Sources: GfK MRI Doublebase 2011 Survey. Among Spanish or Hispanic Origin or Descent and 18-49
    14. 14. Drive impact and a call-to-action while on the go Challenge: Mobile Solution: “Hispanics aren’t on mobile.” Hispanics are 28% more likely to own a smartphone than Non-Hispanics, and outpace all other ethnic groups in data consumption. “Does mobile really have an impact on the path to purchase?” Hispanics are significantly more likely to search the web, search for coupons on store website and scan a QR code…while in-store. Source: 1) Nielsen “State of the Hispanic Consumer” 2) Source: Shopper Sciences custom study, Ethnic cuts for Hispanic.
    15. 15. Gracias! Chad Lehman Team Lead New Business NYC 305-215-6721 lehman@google.com

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