Digital Hispanics 2009

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Although I don't speak Spanish, I have often contributed to multicultural marketing efforts by representing the acculturated, assimilated Hispanic POV. This deck was prepared for a strategic brainstorming session. It's purpose was to give the group a quick view of digital media behavior

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  • Digital is now a mass medium for all ethnic and demographic groups. Yes there are issues with the “digital divide” between minorities and the general market. But we can talk about awareness and adoption as givens now.
  • Hispanics use mobile far more than their general market counterparts in the US.
  • Mobile internet means WAP, text messaging and email on the handset. These are huge numbers that support the last couple of slides.
  • I would say that once people have the handsets, they naturally explore inventive ways of using them. Once you start getting it, there ’s no going back to free wifi or sharing a PC at a Net Café.
  • Here we see that Hispanics consistently use multimedia and more on their phones more than other groups.
  • But the Web isn ’t a goner among Hispanics. It matters. Up until recently, translation was enough. Put a link to the Spanish version of the site. But studies show that US Hispanics “toggle” between English and Spanish -- especially the younger generation.
  • Here, we see evidence of these insights on the popular entertainment site Batanga. Notice the straight translation of “The Difference is Drinkability” in the ad banner, plus the prominent links to Facebook and MySpace in-banner. Then notice how English and Spanish -- NOT “spanglish” -- are used almost interchangeably.
  • Here the sponsor P&G ’s Crest toothpaste remains in English.
  • Social sharing components are embedded everywhere -- Facebook, Twitter and IM icons. Plus there ’s a built-in AIM client that pops up from the bottom of every page. The consumer is given dynamic control of the experience.
  • Fairly recent research shows that Hispanics over-index on social and influential behaviors -- posting, forwarding and blogging.
  • This clearly shows that both English-dominant and Spanish-dominant Hispanics outpace even Non-Hispanic whites on social networks. Community and social sharing is well-known in the physical world, as it is equally vital in the digital world for Hispanics.
  • Plus, with overall internet usage growth being greater for Hispanics these behaviors become normalized for the entire population.
  • And here we see that “surfing the internet” is the most popular activity at More Than 13 Hours Per Week -- while it’s head-to-head with TV throughout the rest. This tells us that Hispanics are pretty much wired.
  • Digital Hispanics 2009

    1. 1. Digital Hispanics <ul><li>Hatchery Briefing - Thu, 12/17/2009 </li></ul>
    2. 2. Digital is Everywhere, for Everybody
    3. 3. Mobile <ul><li>Hispanics use +1,000 minutes a month </li></ul><ul><li>50 percent more than non-Hispanic whites </li></ul>
    4. 4. Why Mobile <ul><li>Social Flow </li></ul><ul><ul><ul><li>The Hispanic demo is young </li></ul></ul></ul><ul><li>Generational Exchange </li></ul><ul><ul><ul><li>Parents adopt their children ’ s tools </li></ul></ul></ul><ul><li>Costs Less </li></ul><ul><ul><ul><li>Compared with broadband and PCs </li></ul></ul></ul>
    5. 5. Why Mobile <ul><li>International </li></ul><ul><ul><ul><li>Plans allow for overseas calls </li></ul></ul></ul><ul><ul><ul><li>Mobile phones are common there </li></ul></ul></ul><ul><li>Convenience </li></ul><ul><ul><ul><li>Mobile is always in your hand </li></ul></ul></ul><ul><li>Prepaid Plans </li></ul><ul><ul><ul><li>No credit and background checks </li></ul></ul></ul>
    6. 6. Mobile Internet <ul><li>According to comScore, mobile Internet usage among Hispanics is outpacing that of all other groups </li></ul><ul><li>88% of Hispanics consume Internet content on their mobile phones </li></ul>
    7. 7. <ul><li>87% of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today </li></ul>Source: Mobile Marketing Association 2008 and M:Metrics 2008 <ul><li>Text messaging has increased 59% YOY among Hispanics </li></ul><ul><li>32% are interested-to-highly-interested in receiving mobile offers and/or ads </li></ul><ul><li>Responding to mobile marketing text messages is up 74% vs. last year </li></ul>
    8. 9. Web <ul><li>The Web still matters for Hispanics </li></ul><ul><li>Hispanic Web users skew bi-lingual and higher HH income </li></ul><ul><li>That ’ s why “ Toggle ” is important </li></ul>
    9. 10. Web <ul><li>Toggle means more than publishing content in parallel - English >< Spanish </li></ul><ul><li>It means toggling between the two languages </li></ul><ul><li>Why? Generational sharing for one. </li></ul><ul><li>Social and community diversity for another. </li></ul>
    10. 13. Let the consumer engage as s/he feels in the moment -- dynamically.
    11. 14. Web <ul><li>Social Networks : 71% of online Hispanics use social networking sites. </li></ul><ul><li>Influentials spend 30 hours per week networking, compared with the 25 hours by general market counterparts </li></ul><ul><li>Blogs : About half (49%) of Hispanic influentials use blogs to tell others about product experiences; while only 39% of general market influentials do so </li></ul><ul><li>Email : 66% of Hispanic influentials forward product recommendations by email vs. 28% of general market influentials </li></ul>Source: Burson-Marsteller commissioned MSI International 2008
    12. 15. Social Networking is Booming among Hispanics
    13. 16. Growth In Internet Usage is Higher Among Hispanics
    14. 18. Digital Hispanics <ul><li>Appeal to youth with intergenerational connections. </li></ul><ul><li>Enable social exchange and word-of-mouth. </li></ul><ul><li>Mobile is their digital platform of choice. </li></ul><ul><li>Engage in media-rich, expressive ways. </li></ul>

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