MobiU2013 Seminar: Mobile Hispanics - Presentation

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Imran Hirani, VP of Media Analytics, provides stats and insights into the mobile behaviors of Hispanics. Presented 6/13/13 at the MobiU2013 Seminar: Mobile Hispanics at Edelman - Chicago.

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MobiU2013 Seminar: Mobile Hispanics - Presentation

  1. 1. Produced  by  the  Heartland  Mobile  Council Hosted  by  Edelman  -­‐  Chicago June  13,  2013 Brand  Panel:  Kimberly-­‐Clark,  BlueCross  BlueShield  of  Illinois,  Domino’s Agencies  ModeraIng:  Edelman,  Cramer-­‐Krasselt MobiU2013  Seminar:  Mobile  Hispanics
  2. 2. #MobiU2013,  @heartlandmobile The  confluence  of  retailers,  CPG  brands,  researchers  and  agencies   –  combined  with  the  presence  of  the  “average  consumer”  –   make  Chicago  and  the  Heartland  the  ideal  locaIon  to  learn  how   to  uIlize  mobile  technologies  to  reach  the  average  consumer TM The  Heartland  Mobile  Council  is  a  Chicago-­‐based   non-­‐profit  whose  mission  is   to  educate  brands  on  how  to  use  mobile  effecIvely
  3. 3. #MobiU2013,  @heartlandmobile TM The  Heartland  Mobile  Council  is  a  Chicago-­‐based   non-­‐profit  whose  mission  is   to  educate  brands  on  how  to  use  mobile  effecIvely Our  Belief  The  HMC  is  the  Trusted  Partner  to  Educate  Brands   on  how  to  use  Mobile
  4. 4. #MobiU2013,  @heartlandmobile Why  the  HMC  Exists •   Know  markeIng •   Can  throw  a  good  party •   Branding,  awareness,  loyalty MarkeIng  conferences  cover  the  best  brand  case  studies Mobile  conferences  covers  the  latest  technology  potenIal • Know  technology • Can  throw  a  good  hackathon • Downloads,  pageviews,  scans
  5. 5. #MobiU2013,  @heartlandmobile Mobile  UniversityTM  events  -­‐  SOLD  OUT MobiU2012:    Couponing,  4/25;  Moms,  6/21;  Summit  9/24 MobiU2013;  Millennials  3/18;  Hispanics  6/13;  Brands+Startups  6/27
  6. 6. http://bit.ly/MobiU2013 See  12+  Brands  Speak  at  the  4th  Annual  #MobiU2013  Summit
  7. 7. #MobiU2013,  @heartlandmobile Mobile  (Scary)  Future “So  what  used  to  fit  in  a  building   now  fits  in  your  pocket, what  fits  in  your  pocket  now  will   fit  inside  a  blood  cell  in  25  years” -­‐  Ray  Kurzwell,  Futurist
  8. 8. #MobiU2013,  @heartlandmobile Mobile  Everything
  9. 9. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  MarkeIng  will  be…Mobile  Everything. • Helping  with  the  lifle  things:
  10. 10. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  MarkeIng  will  be…Mobile  Everything. • Helping  with  the  lifle  things: • And  the  big  things:
  11. 11. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  MarkeIng  will  be…Mobile  Everything. • Helping  with  the  lifle  things: • And  the  big  things: • With  you  all  the  Ime:
  12. 12. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  MarkeIng  will  be…Mobile  Everything. • Helping  with  the  lifle  things: • And  the  big  things: • With  you  all  the  Ime: • On  you  all  the  Ime:
  13. 13. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  MarkeIng  will  be…Mobile  Everything. • Helping  with  the  lifle  things: • And  the  big  things: • With  you  all  the  Ime: • On  you  all  the  Ime: • In  you  all  the  Ime: “…what  fits  in  your   pocket  now  will  fit   inside  a  blood  cell…”
  14. 14. #MobiU2013,  @heartlandmobile Join  Our  Mobile  Movement • We  are  looking  for  people  passionate  about  mobile • Network  (of  course) • Learn  about  mobile  (of  course) • Change  history  at  this  crucial  stage  in  history! • Volunteers  needed  for: • MarkeIng  (PR,  Social  Media,  Email,  Web) • Summit  Event  Management • Contact  hugh@heartlandmobilecouncil.com
  15. 15. Produced  by  the  Heartland  Mobile  Council Imran  Hirani,  VP  Media  Analy2cs,  Nielsen @imransmic  @nielsen  #MobiU2013 MobiU2013  Seminar:  Mobile  Hispanics June  13,  2013 Reaching  Hispanics  Through  Mobile
  16. 16. #MobiU2013,  @imransmic  @nielsen Agenda • Hispanic  mobile  users  over-­‐index  on  mobile  engagement,   under-­‐index  on  TV • What  do  Hispanics  do  on  mobile  devices? • How  does  mobile  acIvity  vary  by  acculturaIon  level? • What  can  we  expect  the  near  future  to  look  like?
  17. 17. #MobiU2013,  @imransmic  @nielsen PENETRATION  OF  MEDIA  FORMATS  BY  POPULATION 7  of  10  Hispanics  have  a  mobile  phone TRADITIONAL  TV INTERNET  ON  A  COMPUTER MOBILE  PHONE VIDEO  ON  INTERNET VIDEO  ON  MOBILE 0% 25% 50% 75% 100% 18% 41% 69% 54% 95% 15% 52% 79% 69% 94% TOTAL  US  USERS  2+ HISPANIC  USERS  2+ Source:  Nielsen  Cross-­‐Planorm  Report  Q1  2013  
  18. 18. #MobiU2013,  @imransmic  @nielsen SMARTPHONE  PENETRATION  AMONG  MOBILE  SUBSCRIBERS HISPANICS  AHEAD  ON  SMARTPHONE  ADOPTION Among  mobile  subscribers,  smartphone  penetraIon  is  higher  among  Hispanics   Source:  Nielsen  Mobile  Insights  
  19. 19. #MobiU2013,  @imransmic  @nielsen 5 #MobiU2013,  @imransmic  @nielsen MONTHLY  TIME  SPENT  BY  PLATFORM  AMONG  PLATFORM  USERS  (HH:MM) Hispanics  skew  to  mobile,  away  from  TV/PC Text TV  sIll  dominates  in  Ime  spent,  but  Hispanics  under-­‐index  on  TV  viewing   Source:  Nielsen  Cross-­‐Planorm  Report  Q1  2013,  Nielsen  NetView  March  2013,   Nielsen  Mobile  NetView  March  2013  
  20. 20. #MobiU2013,  @imransmic  @nielsen#MobiU2013,  @imransmic  @nielsen MONTHLY  TIME  SPENT  ON  MOBILE  WEB  AND  MOBILE  APPS HISPANIC  MOBILE  TIME  IS  SPLIT  ON  APPS,  WEB Source:  Nielsen  Mobile  Netview  March  2013  
  21. 21. #MobiU2013,  @imransmic  @nielsen HISPANICS,  TOTAL  US  SHARE  MANY  APPS  IN  TOP  10 By  audience  size,  8  of  the  top  10  apps  among  Hispanics  are  also  top  10  among  Total  US Source:  Nielsen  Mobile  Netview  March  2013  
  22. 22. #MobiU2013,  @imransmic  @nielsen SAME  IS  TRUE  FOR  MOBILE  WEB  PROPERTIES Hispanics  and  Total  US  share  8  web  brands  in  their  respecIve  top  10  lists Source:  Nielsen  Mobile  Netview  March  2013  
  23. 23. http://bit.ly/MobiU2013 See  12+  Brands  Speak  at  the  4th  Annual  #MobiU2013  Summit
  24. 24. #MobiU2013,  @imransmic  @nielsen PERCENT  OF  SEGMENT  ENGAGING  IN  A  MOBILE  ACTIVITY   MOBILE  INTERNET APP  DOWNLOADS SOCIAL  NETWORKING EMAIL STREAMING  AUDIO GAME  DOWNLOADS TEXT  ALERTS LOCATION-­‐BASED  SERVICES MOBILE  SHOPPING BAR  CODE  SCANNER MOBILE  BANKING 0% 18% 35% 53% 70% 25% 15% 20% 28% 29% 28% 23% 48% 41% 35% 54% 34% 18% 26% 39% 37% 38% 37% 55% 53% 44% 65% HISPANIC NON-­‐HISPANIC Hispanics  over-­‐index  on  mobile  acIvity MODE CONNECT ENJOY LEARN COMMERCE Biggest  differences  are  in  entertainment  usage  (streaming,  games))   Source:  Nielsen  Mobile  Insights  Q1  2013  
  25. 25. #MobiU2013,  @imransmic  @nielsen SMARTPHONE  PENETRATION  AMONG  MOBILE  SUBSCRIBERS ENGLISH-­‐DOM.  LEAD  IN  SMARTPHONE  ADOPTION However,  there  is  a  sharp  rise  in  Spanish-­‐dominant  adopIon  of  smartphones   Source:  Nielsen  Mobile  Insights  
  26. 26. #MobiU2013,  @imransmic  @nielsen PERCENT  OF  SEGMENT  ENGAGING  IN  A  MOBILE  ACTIVITY   MOBILE  INTERNET APP  DOWNLOADS SOCIAL  NETWORKING EMAIL STREAMING  AUDIO GAME  DOWNLOADS 0% 20% 40% 60% 80% 42% 35% 60% 55% 48% 69% 43% 43% 64% 58% 52% 74% 46% 44% 63% 61% 49% 74% 30% 36% 48% 50% 39% 60% 20% 25% 28% 34% 25% 39% LEVEL  1  -­‐  LEAST  ACCULTURATED LEVEL  2 LEVEL  3 LEVEL  4 LEVEL  5  -­‐  MOST  ACCULTURATED ACTIVITY  IS  STRONGER  AMONG  ENGLISH  SPEAKERS MODE CONNECT ENJOY Those  who  speak  Spanish  and  English  equally  are  most  acIve  in  many  categories   Source:  Nielsen  Mobile  Insights  Q1  2013  
  27. 27. #MobiU2013,  @imransmic  @nielsen#MobiU2013,  @imransmic  @nielsen PERCENT  OF  SEGMENT  ENGAGING  IN  A  MOBILE  ACTIVITY   TEXT  ALERTS LOCATION-­‐BASED  SERVICES MOBILE  SHOPPING BAR  CODE  SCANNER MOBILE  BANKING 0% 13% 25% 38% 50% 38% 21% 31% 37% 39% 41% 21% 31% 44% 42% 43% 23% 32% 42% 41% 28% 14% 19% 39% 34% 14% 7% 9% 26% 23% LEVEL  1  -­‐  LEAST  ACCULTURATED LEVEL  2 LEVEL  3 LEVEL  4 LEVEL  5  -­‐  MOST  ACCULTURATED COMMERCE LEARN Those  who  speak  English  at  least  half  the  Ime  are  ~2x  likely  to  do  mobile  shopping   Source:  Nielsen  Mobile  Insights  Q1  2013  
  28. 28. #MobiU2013,  @imransmic  @nielsen LIKELIHOOD  OF  UPGRADING  MOBILE  PHONE  AND  SMARTPHONE  PENETRATION  BY  ACCULTURATION  LEVEL SPANISH-­‐DOM.  A  BIT  LESS  LIKELY  TO  UPGRADE  PHONE Growth  in  smartphone  penetraIon  may  be  slightly  slower  for  this  segment   Source:  Nielsen  Mobile  Insights  Q1  2013  
  29. 29. #MobiU2013,  @imransmic  @nielsen PERCENT  OF  SEGMENT  THAT  DESIRE  DATA  FEATURES  ON  THEIR  NEXT  PHONE Data  features  less  relevant  for  Spanish-­‐dom. Is  Spanish  mobile  content  lacking  or  low  in  awareness,  or  simply  not  desired?   Source:  Nielsen  Mobile  Insights  Q1  2013  
  30. 30. #MobiU2013,  @imransmic  @nielsen PERCENT  OF  SEGMENT  AGREEING  THAT  THEY  TRY  NEW  TECHNOLOGY/PRODUCTS  BEFORE  OTHERS  DO SPANISH-­‐DOM.  ABOUT  AS  TECH-­‐HUNGRY  AS  OTHERS LEVEL  1  -­‐  LEAST  ACCULTURATED LEVEL  2 LEVEL  3 LEVEL  4 LEVEL  5  -­‐  MOST  ACCULTURATED 35% 47%46% 43% 40% STRONGLY  AGREE  OR  SOMEWHAT  AGREE Suggests  that  markeIng  content  may  not  be  compelling  interest  in  data  use   Source:  Nielsen  Mobile  Insights  Q1  2013  
  31. 31. #MobiU2013,  @imransmic  @nielsen Learning  /  Wrap-­‐Up • Hispanic  marketers  should  seek  to  make  mobile  a  substanIal  part   of  their  mix • Under-­‐index  on  TV  Ime • Over-­‐index  on  mobile  Ime  (among  mobile  subscribers) • Hispanics  over-­‐index  on  mobile  acIviIes • Perhaps  Ied  to  lower  penetraIon  of  PC/internet • Be  mindful  of  variaIon  in  mobile  acIvity  by  acculturaIon  level • Consider  your  target’s  adopIon  of  mobile,  smartphones  and  mobile  data • Seek  to  understand  the  relevance  and  accessibility  of  Spanish   mobile  content • Are  we  lacking  compelling  content? • Is  there  an  accessibility  challenge? • Is  there  disinterest  among  acculturated  Hispanics?
  32. 32. http://bit.ly/MobiU2013 See  12+  Brands  Speak  at  the  4th  Annual  #MobiU2013  Summit

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