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Harrenmedia Research White Paper: Overview of Smartphones US Hispanic November 2010

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What is Harrenmedia Research?

Is Harrenmedia’s division focused on providing significant data and identifying the vertical opportunities by means of research, analysis and partnership with allies to find solutions for agencies and advertisers.
Follow us at: www.twitter.com/hm_research
Whitepaper objective:


To provide a general overview of the usage, consumption and adoption of the Smartphones by the US Hispanic Online Users.

Published in: Technology, Business
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Harrenmedia Research White Paper: Overview of Smartphones US Hispanic November 2010

  1. 1. Whitepaper Research Staff : Laura Morales MKT and Digital Intelligence and Engel Fonseca VP Digital Value Generation North Cone. Overview of Smartphones usage and adoption by the US Hispanic Online Users. November 2010. Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be duplicated or modified without written consent from the authors or Freemount S de RL de CV.
  2. 2. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. What is Harrenmedia Research? Is Harrenmedia’s division focused on providing significant data and identifying the vertical opportunities by means of research, analysis and partnership with allies to find solutions for agencies and advertisers. Follow us at: www.twitter.com/hm_research
  3. 3. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Whitepaper objective: To provide a general overview of the usage, consumption and adoption of the Smartphones by the US Hispanic Online Users.
  4. 4. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Methodology: For the analysis of the US Hispanic consumer behavior and profile regarding adoption of new technologies and mobile phones, we harvest data from the most recent studies from various sources such as: 1. Comscore 2. IAB 3. Pew Hispanic Center 4. E-Marketer *US States with the biggest Hispanic population density according to CensusScope http://www.censusscope.org/us/map_hispanicpop.html
  5. 5. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. For the analysis of the hispanic online users navigation behavior the top sites where the hispanic online community - that own smartphones or are interested in having one – surf, were determined using information fromAlexa® and Google Adplanner® filtering variables: 1. Country: USA 2. Language: Spanish 3. States: California, Arizona,Texas, New Mexico, Colorado and Florida* 4. Keywords searched: mobile phones, smartphones, verizon, sprint, blackberry, iphone, android Methodology:
  6. 6. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Background: 234 million Americans ages 13 and older used mobile devices. Latest Comscore Mobilens* Report states that in September 2010: 58.7 million people in The U.S. owned smartphones during the three months ending in September, up 15 percent from the preceding three month period
  7. 7. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Hispanic population is the biggest minority in the US* Background: *IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
  8. 8. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. And they are willing to buy! Background: *IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
  9. 9. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Hispanics online: A fast growing community that eagerly accept, use and adopt digital technologies* YESTERDAY 9% growth 2009‐2010, 3x that of non‐Hispanic White Alone TODAY: 30M Hispanics are online (2010) 59.5% of Hispanic population 13% of total online users TOMORROW 39M Hispanics will be online in 2014 70% of Hispanic population 16% of total online users 32% growth, 4x that of non‐Hispanic White Alone *IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos Background:
  10. 10. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Hispanic dominant & Biculturals represent 54% of Online Hispanics & 71% of Offline Hispanics. Hispanic dominants are the early adopters.* Background: *IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
  11. 11. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Background: *IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
  12. 12. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. *IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010. http://www.iab.net/insights_research/947883/us_latinos
  13. 13. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. The Hispanic mobile suscriber is*: 1. Both male and female of 2. 18-34 years old with an 3. income from 25k to 75k (mayority fits into the 25k to 50k slot).They are 4. employed full time and mostly 5. Mexican; Mexican American or Chicano *Data from: comScore MobiLens, Dec ’09 3MA Hispanics and mobile phones:
  14. 14. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. “Hispanics cannot imagine daily life without their mobile phones and credit the technology with strengthening relationships and keeping them connected to their social world, not just friends and family,” Lisa E. Phillips, eMarketer senior analyst and author of the report “Hispanic Mobile Users and Usage.” Hispanics and mobile phones:
  15. 15. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. *Pew Research Center, More Cell Phone Owners Use an App for That July, 2010. ** Comscore MobiLens, Dec ‘09 3MA Hispanics love to use their Mobiles Hispanics and mobile phones: There were 15.2M Hispanic Mobile Subscribers as reported by comScore MobiLens, Dec ’09 3MA 40 percent of Hispanic adults use their mobile phone to access the Internet* 59 percent of Hispanic teens access news on their mobile devices* Hispanics ages 16 to 25 are more likely than Hispanics ages 26 and older to use mobile technologies to communicate with their friends 62% of Hispanic adults, access the Internet wirelessly, either from a WiFi/WiMax laptop connection or through their handheld device like a smart phone**
  16. 16. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Data from Comscore MobiLens, Dec ‘09 3MA Hispanics and Smartphones: 22.3% of Hispanic Mobile Subscribers own a smartphone vs. 16.8% of USTotal Mobile Subscribers. As of Dec ’09 3MA.3,391,000Hispanic smartphone Subscribers.
  17. 17. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Top 6 Platforms: 41.6% RIM (Blackberry) 26% Apple (Iphone) 17.8% Microsoft (Windows Mobile) 6.2% Google (Android) 5.9% Palm 2.4% Symbian (Nokia) Smartphone market share:* 23.6 22.8 14.3 14.3 7.4 Top 5 operators (% share) Verizon AT&T Cingular T-Mobile Sprint Metro PCS Hispanics and Smartphones: Data from Comscore MobiLens, Dec ‘09 3MA
  18. 18. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Where can we reach them? Our research threw these web sites as those reaching the most US Hispanic dominant audience, interested in smartphones, gadgets and social networking: Hispanic audience for smartphones:
  19. 19. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. *Data provided by GOOGLE AdPlanner®
  20. 20. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. So, the hispanics’ fav sites are: Search engines: Google, Live.com, about.com OnlineVideo:Youtube Social networks: Facebook,Twitter, Myspace Web portals:Yahoo!, MSN.com, go.com Mail and messaging: Hotmail Shopping: Amazon Auctions: ebay Computers: Apple Hispanic audience for smartphones:
  21. 21. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. And what about the long – tail? Long-tail is the term used for those vertical sites that, although each on their own don’t have the amount of users as the great big sites, alltogether they capture most of the audience we are interested in. This year, lovetoknow.com*, a site dedicated to provide information of US vertical websites (long-tail) Published it’s “Top 10 hispanic sites” and those are: * Lovetoknow.com Top 10 Hispanic Web Sites Lovetoknow.com is an online media company that owns and operates a family of web sites dedicated to providing high quality, useful information to Internet users.
  22. 22. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. According to “Love to Know”*, the TOP 10 HISPANIC WEB SITES are: http://www.lovetoknow.com/top10/hispanic.html
  23. 23. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Hispanic audience for smartphones: Likes and Interests: Data from GOOGLE Adplanner® by analizing the top sites for hispanic audiences. Reggaeton Ringtones and Mobile Goodies Latin American Music Social Network apps and add- ons. Mexico Central America
  24. 24. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. Conclusions: 1. Hispanics are the most important minority market in the US 2. The mayority is from mexican background, and fully bilingual. 3. Are young and they are employed full time. 4. They tend to live in larger households than the non-hispanic population. 5. Like to buy. 6. Adopt easily and eagerly the new communication adn entertainment technologies and are Internet’s heavy users. 7. Love their mobile phones, and are increasingly switching to smartphones. 8. The younger, the more they use mobile technologies to interact socially.
  25. 25. Whitepaper Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source. 9. Are heavily interested in Reggaeton, Mobile ringtones and goodies, Mexico, Latin American Music and Social Networking. 10. Can be reachable online in various sites such as: 9. Facebook 10. Twitter 11. Youtube 12. Migente.com 13. Mocospace.com 14. Yahoo! 15. MSN.com
  26. 26. Whitepaper Thank You! Laura Fernanda Morales Marketing and Digital Intelligence laura.morales@harrenmedia.com Engel Fonseca VP for Digital Value Generation North Cone engel.fonseca@harrenmedia.com Juan José Núñez C.O.O Harrenmedia US jjnunez@harrenmedia.com Harrenmedia Phone: 305-728-7087 2332 Galiano Street, 2nd Floor Coral Gables, FL 33134

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