Hispanic media usage in the US

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  • Buenastardes.Thank you for having us here today, it really is Nielsen’s pleasure to be amongst such a distinguished group of leaders and to be part of today’s business awards luncheon. When we first talked to Pilar and the New America Alliance about what a partnership with them would look like, we immediately knew that this was an opportunity for both of our organizations to bring our respective resources together and address the question of the Hispanic impact. For most of us in this room, this is nothing new, we have been talking about the Hispanic impact for most of our lives. You are all entrepenuers, business leaders, community investors and for the past decade or more you have been at the forefront , guiding corporations, setting the tone for latinoagendas,estimating our buying power and even explaining to a well intended colleague, the difference between the word Hispanic and Latino. Well the truth is that no matter what you call yourself, there is a decidelylatin beat this is driving the growth and vitality of in our company and we want to partner with you to ensure that as a research company that your stories, our stories as a latino community are part of the media, financial, leadership, corporate dialogues that takes place when decisions latinos are being made. You see most of you probably know nielsen as the tv ratings company. The company that can tell you that 100 million people watched the superbowl, the company that can measure every 2.7 seconds of what you watch on TV and the company that NCIS and Dancing with the Stars were the highest rated shows last week. However we are also the company that can tell you that in the US, there is approximately 117 B in ad spending, the company that can tell you that our Cuban singer Pitbull had the 6th most listened to song on the radio last week, that the movie Fast Five with XXXX is amongst the most purchased DVD’s this week and that the average person will spend 3 hours, 43 minutes and 16 seconds on google this month. So you see, as we sat talking to Pilar about what type of partnership, we knew that we had to figure out a way to combine that data wealth of information and share it with you. But the biggest challenge is not sorting out through this data, the biggest challenge is one that we all encounter, one that at time stresses us out upsets people, the challenge is that we have to get this to you during lunch, so bear with us as we show you some very latino specific information. I want to introduce you to my fellow Peruana, one of the best investments Nielsen has ever done.
  • Myth #2:Why do people think Latinos don’t have any income? Truth be told, you saw that 50 % growth in five years, By 2015, Hispanics purchasing power will be larger than 8 economies in the world. Not just that, here in the US, we already rank the 12 largest global economy, somewhere between Italy and Spain.
  • And myth # 3. For people who don’t think we are connected….
  • And the face of america is changing. We are 50 million strong, 1 in every 6. You probably recognize some of them. Maria de Pilar Avila (Washington DC)Moctesuma Esparza (CA)Lillian Lopez Rodriguez (NY)Dr. Ana Gil-Garcia (IL)- Fullbright Scholar and Professor at Northeastern Illinois UniversityRichard J. Noriega (TX) –CEO of AVANCE, nonprofit for early childhood educationAlberto Cardenas (FL)- Attorney at Law and Op-Ed Columnist for El DiarioCreate slide that has an image of the 23rd and 25th largest country with a circle of latino flags saying 24 below it. Italy and South Africa
  • Average home spends over 5 hours per day watching TV. However, viewing patterns are very different among ethnic groups.Black/African American lead the way, with over 7:12 hours of daily viewing; more than 30% have 4+ TV sets, overindex in premium cable subscription.while Asians watch the least TV, only 3:14 hours. Hispanics at 4:35 hours is slightly below average and underindex on cable subscriptionWhile total time viewing varies, what WE watch is also different. General drama leads genre charts viewing across all groups, but is even more important for Hispanics (45 of top 100 programs) likely novelas. However, the 2nd spot is different. For White and Asians, it goes to Comedies; but for Black, is general variety (which includes x) and for Hispanics, Sports.For Hispanics, viewing Spanish or English programming varies by language use at home. A18-49 in ED homes (29%) watched primarily English (97% of time), while those on SD homes (42%) watch 78% of time in Spanish Language Media. Hispanics in homes that speak both English and Spanish (29%), spend half the time in each language (49 SL vs 51%EL) How does your TV campaign match ethnic viewing?
  • Average home spends over 5 hours per day watching TV. However, viewing patterns are very different among ethnic groups.Black/African American lead the way, with over 7:12 hours of daily viewing; more than 30% have 4+ TV sets, overindex in premium cable subscription.while Asians watch the least TV, only 3:14 hours. Hispanics at 4:35 hours is slightly below average and underindex on cable subscriptionWhile total time viewing varies, what WE watch is also different. General drama leads genre charts viewing across all groups, but is even more important for Hispanics (45 of top 100 programs) likely novelas. However, the 2nd spot is different. For White and Asians, it goes to Comedies; but for Black, is general variety (which includes x) and for Hispanics, Sports.For Hispanics, viewing Spanish or English programming varies by language use at home. A18-49 in ED homes (29%) watched primarily English (97% of time), while those on SD homes (42%) watch 78% of time in Spanish Language Media. Hispanics in homes that speak both English and Spanish (29%), spend half the time in each language (49 SL vs 51%EL) How does your TV campaign match ethnic viewing?
  • Source February 2011 Video Census for Video streaming - Megapanel77% of American Homes are online. However, online penetration and what people do online is different across groups. Asian Americans are the most connected population, with 89% of homes being online, while 62% of Hispanic homes and 67% of African American homes have internet in the home.Time spent also varies significantly among groups, as well as what you do. Asians spent the most, with over 37 hours, and Hispanics 26 hours.However, video streaming is more popular with ethnic groups, with Asians streaming over 9 Hours per month, Hispanics with 6+ Hrs and African americans with a little less than 6 hours. Vs only 4.5 hrs for total us.Multicultural groups are also more active in social networks. Hispancis and African American spend 1 hour more than the average US online person, with over 8 hours per month.Regarding Social networks, Hispanics are 54% most likely to visit myspace. African Americans 30% more likely to tweet; Asians, 26% and Hispanics 15% more than the average american. and. Facebook is well represented across all groups and Linkedin is very popular with Asians (index 147) but significantly underpenetrated by Hispanics or African Americans. (index of 67 and 69)
  • Hispanic media usage in the US

    1. 1. Hispanic Consumer ImpactJerry RochaVP, Digital MediaJerry.rocha@nielsen.com@jerryrocha Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    2. 2. Who will grow your business?Fastest Growing Segment in outside of BRICProjected Growth of Hispanic Buying Power(Disposable Income, in Billions) $1 Trillion $1.5 Trillion +50% 2010 2015Source: Selig Center for Economic Growth, University of Georgia 2 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    3. 3. Facts about Hispanic population 26% 19 of kids of the Top 100 surnames under 5 27 in the U.S. 16% are Hispanic years old is are Hispanic of the the median ageU.S. population of the Hispanic population. 50 million Total U.S. population: 37 years old 66% of Mexican Decent 48% Puerto Rican 9% of Hispanics Central Am 8% live in California or Texas 3 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Source: U.S. Census Bureau NAA 11th Annual Wall Street Summit
    4. 4. Hispanics are heavy movie goers 85% go to the movies (vs. 72%) and watch 10 movies per year (vs.7) 26 % of heavy 23% of total moviegoers tickets soldSource: NRG Moviegoing Benchmark 2010 Study 4 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    5. 5. Hispanic Industry Beliefs and Myths Hispanics are too complex • Across nationalities, Hispanics share cultural similarities that influence shopping behavior and media habits • Just as in general population targeting, focus should be on highly influential factors such as household age and size • The key is to understand one’s particular Hispanic consumers, and target their habits and behavior without fixating on labels and over-segmentations 5 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    6. 6. Hispanic Industry Beliefs and Myths Hispanics have low Income disposable & buying power • U.S. Hispanics would rank as the 12th largest economy in the world, with over $1 trillion in purchasing power • While Hispanics make fewer shopping trips compared to the general population, they spend the most per trip and annually • In 2015, Hispanic purchasing power will grow to larger than all but 8 economies in the world 6 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    7. 7. Hispanic Industry Beliefs and Myths Hispanics are late adopters of technology • 62% have access to the Internet at home • Are more likely to have a Smartphone than the general market (45% vs. 35%) • Spend $107 per month on their cell phones (vs. $96 for Whites) • They stream 6+ hours of video vs. only 3:50 for Whites 7 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    8. 8. The new face of America 50 MILLION Or 1 in 6 are Hispanics… 8 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    9. 9. Latino Life WATCH 33 hours of television per weekSEND/REC941SMS per month(more than any other group)MAKE 13calls per day STREAM VIDEO SPENDTotal Population: 9 6:15 $51 hours per month per grocery tripTALK 812voice minutes per month Total Population: 3:50 9 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    10. 10. Today, Hispanics spend the most annually and per trip Total Retail Channels Shopping Trips Per Household Basket Ring Dollars Per Trip 150 146 $50.60 $50.10 143 $46.00 Hispanic – Spanish Preferred Hispanic – English Preferred White Non-HispanicHispanics spend Use less More frequently Are more$364 more per coupons shop in brand loyal;household than or buy on superstores, mass value qualityWhites in a year. deal less merchandisers, dollar over price often and drugstores Source: Homescan®, a service of The Nielsen Company Total U.S. 52 weeks ending 12/25/2010; excludes gas only or Rx only trips 10 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    11. 11. Hispanic households spend more on categories for babies and young children Dollar Index to Nielsen Category Hispanic Households Purchase Index Equals Percent of Dried Vegetables & Grains 239 Dollars Divided Women’s Fragrances 157 by Percent of Households Baby Food 145 times 100 Disposable Diapers 116 Mens Toiletries 130 Shortening Oil 163 Cereal 108 Hair Care 134 Shelf Stable Juices Drinks 138 Laundry Supplies 120Source: Nielsen Homescan, 52 Weeks Ending 12/25/10 11 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    12. 12. Which categories will benefit from the shifts in demography? Projections to 2020 Percent of Volume from High Growth Demo Groups60% Liquid Hand Hand & Body Soap55% Lotions Liquor Baby Formula50% Cereal Flour Disinfectant Shortening, All Purpose Sprays45% Oil Wipes Snacks Eggs Pasta40% Shaving35% Needs30% Beverages Mexican Frozen25% Sauces Breakfast Suntan Preparations Bubble Size = Size of Category in $20% 5.0 8.0 11.0 14.0 Year 2020 $ Volume Growth Rate (Average = 8.1) 12 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    13. 13. Hispanics have leapfrogged to mobilePercent of HH/persons with access to technologyMobile web 9 not PC 3Smartphone 45 Hispanics 35 US Only cell 31 24 Internet 66 79 DVR 31 39 TV 97.1 96.7 Source: Nielsen National Television Panel 13 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    14. 14. Hispanics are heavy video users inother screensTotal Monthly video usage by Ethnicity (HH:MM) 4:20 Mobile video 3:37 +20% 6:15 Online video 3:50 +60% Hispanics Non-Hispanics 21:58DVR playback 25:26 133:21 TV 153:31 Source: Nielsen National Television Panel 14 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    15. 15. Hispanics spend more time in videoand social networksMonthly use of internet by activity - HH:MM Asian 20:58 9:11 6:59 37:08 Hispanic 11:45 6:15 8:13 26:13 Browsing Streaming video Social networks African American 12:55 5:58 8:19 27:12 Total US 14:50 4:39 7:19 26:48 Source: Nielsen Online Panel 15 Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit
    16. 16. Since 2005 The Growth in English Mostly Young AdultsHas Dominated the Young Adult Segment AmongHispanics, what is the long-term trend?Hispanic population 18-24 by language use(000) 16 Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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