GFK Carlos Garcia UGA MMR 2014 speaker preso
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The document presents a quiz about technology usage among different ethnic groups in the US. It provides 10 true/false questions about ownership and usage patterns of mobile phones, smartphones, home entertainment systems, mobile coupons, computers/tablets, smartphone apps, music downloads, video game consoles, and purchase intent for smartphones among Hispanics, Whites, Asians, and African Americans. The questions suggest that while technology adoption rates among Hispanics are generally on par with or higher than Whites, there are also some areas where other ethnic groups show higher rates than Hispanics.
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GFK Carlos Garcia UGA MMR 2014 speaker preso
- 1. © GfK 2014 | GfK Hispanic Capabilities and Considerations 1 EXPLODING MYTHS AND STEREOTYPES: MULTICULTURAL USAGE OF ELECTRONIC DEVICES
- 2. © GfK 2014 | GfK Hispanic Capabilities and Considerations 2 Quiz: How well do you know the Hispanic space? True or False The same proportion of Hispanics and Whites own mobile phones True – around 92%
- 3. © GfK 2014 | GfK Hispanic Capabilities and Considerations 3 Quiz: How well do you know the Hispanic space? True or False The same proportion of Hispanics and Whites own smartphones False – Hispanics 67% Whites 62%
- 4. © GfK 2014 | GfK Hispanic Capabilities and Considerations 4 Quiz: How well do you know the Hispanic space? True or False Hispanics under-index on the P12M purchase of Home Entertainment centers False – Hispanics over- index at 102
- 5. © GfK 2014 | GfK Hispanic Capabilities and Considerations 5 Quiz: How well do you know the Hispanic space? True or False Hispanics show the highest redemption rate of mobile coupons False – Hispanics are lowest indexing at 84
- 6. © GfK 2014 | GfK Hispanic Capabilities and Considerations 6 Quiz: How well do you know the Hispanic space? True or False Asians show the highest ownership of computers, laptops and tablets True – Hispanics index low ownership, high PI
- 7. © GfK 2014 | GfK Hispanic Capabilities and Considerations 7 Quiz: How well do you know the Hispanic space? True or False Hispanics are lowest on the use of smartphone apps True – Hispanics index at 89
- 8. © GfK 2014 | GfK Hispanic Capabilities and Considerations 8 Quiz: How well do you know the Hispanic space? True or False Hispanics are less likely to download a song than Whites True – Hispanics index at 96 vs. 102 Whites
- 9. © GfK 2014 | GfK Hispanic Capabilities and Considerations 9 Quiz: How well do you know the Hispanic space? True or False Hispanics show the lowest rate of video game console ownership False – Hispanics are the highest indexing at 110
- 10. © GfK 2014 | GfK Hispanic Capabilities and Considerations 10 Quiz: How well do you know the Hispanic space? True or False Hispanics show the highest purchase intent for smartphones False – AA index at 169, Asians at 131, Hispanics 116
- 11. © GfK 2014 | GfK Hispanic Capabilities and Considerations 11 Quiz: How well did you do? # Correct Score 9 Freak of nature 7-8 Good guesser 3-6 Reasonably intuitive 1-2 Normal 0 Freak of nature
Editor's Notes
- Mis-perceptions about Hispanics abound – people imagine them to be behind the times, but they are not.
- And in many cases, they have leap-frogged – they own more smart phones than Whites, just as they skipped the VCR to go to DVD’s.
- Family entertainment and related activities are hugely important to Latinos.
- The percentage involvement is still low but clearly this idea warrants further effort
- Computers, laptops and tablets are still relatively expesive and require specific skills and education to fully utilize. Specifically computers and laptops do not have as user-friendly an interface as tablets and smartphones.
- This gap between high ownership and low app usage is intriguing. Why is this the case? Would this represent an opportunity to fill white space?
- Latinos love music and sports – combining these two traits could be a powerful weapon for engaging Latino consumers.
- With console ownership so high, how could sports games be adapted to become more relevant, and how could ESPN and ESPN Deportes leverage this opportunity? Unknown for the moment – what types of games do they own – RPG’s vs Sports and if sports, which sports? How much do they play them? Who plays them? Do they play them solo or online or as a family?
- Because the penetration is already high, the fact that they over-index on purchase intent is impressive – African-Americans have the biggest gap to cover but they are apparently intent on catching up.
- As you can see, our standards for normal are low – most people under-estimate the engagement of Latinos in the tech space, so this is clearly an opportunity for ESPN to show that not only are Hispanics engaged, ESPN and ESPN Deportes can reach them.