Presentation on enterprise applications for ChaCha in international markets

1. en ESPANOL
Content Solutions
for the Latino Market

2. Latino Buying Power Continues to Rise
Fastest Growing Population Segment
• 48 million Latinos represent 16% of
USA population
• Expected to rise to 30% by 2050
Receptive to Digital Advertising!
• When compared to entire
population, Latinos are:
• 63% more likely to enjoy ads
• 59% more likely to recall ads
• 100% more likely to rely on ads
for help choosing products for
their family
• 2010 US Census
• comScore “A Closer Look at the Hispanic Online U.S. Audience – Nov 2010

3. Cultural Relevance is Paramount for Latinos
• Regardless of primary language spoken, Hispanics maintain a
strong tie to their cultural heritage
• 78% speak predominantly English or are bilingual yet:
• 3 out of 4 speak some Spanish at home
• 40% enjoy watching some Spanish TV
AP – Univision Poll on Hispanics and Media Consumption – November 2010

4. Mobile Is The Dominant Digital Platform
With the Latino Population

5. Latinos are More Immersed in Mobile
Compared to the entire US population, Hispanics are:
• 44% MORE likely to engage in mobile search
• 47% MORE likely to use picture & video messaging
• 41% MORE likely to text message regularly
April 2011: BIGresearch® Simultaneous Media Usage Survey (SIMM); N=24,754

6. Hispanic Mobile Users Embrace ChaCha
• 189 index for Hispanic ethnicity without
optimizing our service for their culture
• Propensity is higher for Hispanics to use ChaCha
than mobile services with Spanish versions!
U.S.A
% Composition
Hispanic Users 6.6 12.5 10 9.8
• comScore MobiLens, 2010
• Mobile brand all access methods(SMS messaging, mobile web)

7. Solid Hispanic User base on ChaCha.com
• 122 index for Hispanic ethnicity with no Spanish
language or cultural content optimization
• At a composition of 13.3%, around 4 million
Hispanic users visit ChaCha.com each month
• Nielsen @Plan, January 2011

8. ChaCha.com Ready for Cultural Relevance
• ChaCha users already
engage with content
that’s appealing to the
Latino audience
For Example:
• Over 1 Million Questions
during 2010 World Cup
• Live score updates
streaming online and
through mobile alerts

9. en ESPANOL
Market Plans for
Content Optimization and
Spanish Deployment

10. A More Immersive Cultural Experience
Based on time-tested methodologies, Spanish launch plans include:
• Specialized guides with language and cultural understanding
• Stage existing database with culturally relevant info in Spanish & English
• Key events, holidays, popular
establishments, entertainment
• Common cultural questions
• Begin integration with key
content feeds (sports, music,
weather, news, stocks, etc.)
en
ESPANOL

11. ChaCha’s Model is Proven and Perfected
Answering 3+ million questions a day through the
best combination of technology and human intelligence
3+ Million
Questions
Daily!
Mobile
SMS/MMS
Apps
95% via Knowledge Base
Answers
5% Created New by Guides
11

12. ChaCha Quickly Deploys in New Markets

13. Cultural Relevance Across All Platforms
Online
ChaCha.com
Apps & Text &
Mobile Web Online ● Mobile ● Social Mobile
Messaging
Voice Social Networks

14. ChaCha Has the Key Pieces for Success in Spanish
• Strong existing Latino user base mobile and online
• Engaging, proven, scalable service
• Multiple platforms for accessing content and advertising
en
ESPANOL