Spanish Usage Remains Strong
% Among 2nd Generation Groups Who Speak Spanish
98% 99% 99%
Speaks Spanish With Parents With Friends
Mexican Cuban Columbian Nicaraguan
Source: “Legacies” by A. Portes & R. Rumbaut, Children of Immigrants Longitudinal Study, 1996, as cited by New American Dimensions, 2003
All Eng 2%
1st learned 89%
At home 73%
At work 64%
All Span Most Equally M All
21% Span Spanish/English Eng. Eng.
15% 42% 8%
Source: Meneses “Ask San Diego” 2006, Scarborough 2006
Effectiveness of Spanish Ads
Increasing Awareness +40% +61%
Message Comprehension +56% +57%
Persuasion Score Index + 522 +450
Increasing Awareness +46% +61%
Message Comprehension +31% +36%
Persuasion Score Index +400 +336
Increasing Awareness - +40%
Message Comprehension - +16%
Persuasion Score Index -+220
Source: “Spanish vs. English Advertising Effectiveness Among Hispanics,” The Roslow Group 1994, 2000
General Market Hispanic Market
Individual - “me” Collective - “group”
Look for quality of life Sacrifice for kids
Control of destiny Fatalism
Hispanics Watch Ads More
Enjoy Looking at or Listening
Source: Yankelovich 2007/2008 MONITOR Multicultural Marketing Study , as quoted in HMW 9/24/07
Wall Street Journal, Oct 3, 2008
12 million immigrants are in the U.S. illegally.
But a new study by the Pew Hispanic Center,
an independent think tank in Washington,
D.C., estimates that annual undocumented
arrivals from Mexico are down about 25% this
year from 2005, to about 350,000.
Bush administration crackdown on illegal
immigration, with factory raids that led to
deportations and even criminal charges for
thousands of undocumented workers.
Weakened economy has dealt a blow to these
workers, many of them employed in the
slumping construction sector.
Flows of money to Latin America from U.S.-
based workers have slowed for the first time
since the Inter-American Development Bank
began tracking remittances in 2000.
The rate of growth in remittances to
Guatemala has slowed in each of the past
four quarters. The bank estimates that in the
last quarter of this year, remittances will fall
for the first time.
How many people in Latin America currently
subscribe to mobile services and what is the
size of the market?
There are approximately 286 million mobile
subscribers in over a dozen Latin American
countries doing about a billion dollars of
There are approximately 30 million Hispanic
mobile subscribers in the US.
Mobile content market for US Hispanics over
$100 million in ‘07
Mobile divisions distribute content in the US
via premium SMS advertised in TV, web,
magazines and radio.
Source: VeriSign, 2007
Ads/advertorials ex. Diet info, contests
Worldwide: There are currently over 3.3 billion
active cell phones worldwide, while just over 1
billion people are connected to the Internet.
That’s about three to one in favor of cell phones.
Who is the demo for mobile? They don’t have any
good research, but the demo is: Urban, male and
young teens, ages 16-24 years.
Many of the two thirds that have a cell phone but
not PC Internet access are Hispanics and Latin
Americans. This fact has fueled to reach out to
the Spanish-speaking world through mobile
How big is the mobile advertising market in
Estimate 1: The global market could reach $9.6
billion by 2010, as current growth rates are close
to 50% annually.
Estimate 2: By 2012 the share for mobile media
is expected to have reached 7.5%, while at the
same time the digital advertising market will
more than double in size. In monetary terms, the
value of all mobile channels combined is
forecasted to grow with a compound annual
growth rate of 79.8 percent from $288 million in
2007 to $5.4 billion by 2012.
Sources: Shosteck Group, Berg Insights
What about the Hispanic mobile advertising
Hispanics significantly over-index on mobile
content consumption (71%) compared with
the market average (48%)
Hispanic data users as more likely (41%
compared with 30%) to recall seeing ads on
mobile phones and more likely (22% vs. 13%)
to have responded. (This would be a good
graph to show)
Source: ComScore m:metrics, NSI Q2 Mobile Ad Report
What other companies are in this market ?
Ansible Mobile (London-based)
Vibes Media (Chicago-based)
Mobile units of media companies like
Televisa, Univision Movil or Impremedia.
What mobile applications are particularly
good for the Hispanic market?
Music downloads and anything fútbol-
oriented content are of course wildly popular
among Latin mobile users. Language services
constitute the most popular mobile content
More…technology, choices, accountability
Audience research changes, i.e., Arbitron
Radio PPM launching in major markets
nearby, Riverside-San Bernardino, LA…
Fewer…resources in economic turmoil, long
term planning efforts, testing
◦ Professional diligence and monitoring by marketers
◦ Reliable and valid sources of information on both
sides of the border
◦ Working together to build our voices for Hispanic
◦ Improved ROI measurement metrics(same as