This document discusses US Hispanic trends and behaviors across various topics: - Hispanic audiences are highly connected digitally, with high rates of internet, mobile, and social media usage. Younger Hispanics in particular are early adopters of new technologies. - Hispanic shopping behaviors are influenced by their use of digital media - they are more likely to shop online and use mobile devices to find deals. Social media also influences their purchases. - Hispanic media consumption varies by generation, but overall they spend significant time with various digital and online media platforms and content, especially on mobile devices.

1. US Hispanic Trends and Behaviors

2. Hispanic Digital Media
1. Introductions!
2. Alcance Media Group - Hispanic Digital Media Solutions!
3. Hispanic Audiences – Segmenting!
4. Hispanic Media/Tech Consumption!
5. Hispanic Shopping Trends!
6. Generational Interests!
7. Hispanic Advertising Messaging!
8. Q/A

3. The
Alcance
Media
Group
Difference
• 25MM
Monthly
Uniques
–
US
Hispanics
!
• Targeted
Content/Channels
!
• Demo,
Geo
and
Age
Targeting
!
• Online,
Mobile,
Tablet,
Video,
RM,
Social,
Bloggers
!
• Premium
Content
Partners
!
• 100%
Audience
Speak
Spanish
!
• 55%
Speak
Both
Spanish
&
English
!
• Alcance
Media
Group’s
Audience
is
engaged
–
they’re
leaning
in
to
consume
their
media
and
content

4. US
Hispanic
Population
Sources:- 1Google/OTX Google/OTX US Hispanics, October 2013-

5. Segmentation
Acculturation is the adoption of the behavior patterns of the surrounding culture.
• Acculturation
is
the
time
between
arrival
to
a
new
culture
and
assimilation
into
that
culture.
• Hispanics
may
have
longer
acculturation
periods
due
to
staying
connected
to
culture/roots
and
celebration
of
diversity
• Technology
allows
people
to
stay
connected
with
friends
and
family
back
home
• “Celebration
of
diversity”
–
Now
is
encouraged
vs.
not
encouraged
20-­‐30
years

6. Hispanic
Tech
Consumption
The growing Hispanic middle class is super connected
• 88%
of
U.S.
Hispanics
with
a
HHI
of
$50k+
are
online
• 41MM
U.S.
Hispanics
have
a
Mobile
phone
(77%
of
the
Population!)
• 64%
-­‐
By
Age
15
Own
a
Mobile
Phone
• 78%
-­‐
By
age
17
Own
a
mobile
a
phone
• U.S.
Hispanics
spend
42%
more
on
mobile
devices
&
35%
more
on
data
services
than
the
general
market.
KEY INSIGHT: Tech, Financial Services & Travel categories should continue to invest in reaching US Hispanic audiences
in media where they explore your products, research options, share experiences with communities, and have access to
purchase.
Source: AHAA Hispanic Study 2013

7. Hispanic
Tech
and
Shopping
Trends
US Hispanic Audience Shops Via Smartphones
• 54%
of
US
Hispanic
Smartphone
Owners
visited
an
online
store
• US
Hispanics
spend
more
time
in
online
stores,
via
their
mobile
devices,
than
the
general
population
and
have
over-­‐indexed:
‣ Macys.com
Index
of
245
(Non
Hispanics
Index
100)
‣ Sears.com
Index
of
187
‣ Gamestop.com
Index
of
159
‣ Walmart.com
Index
of
153
‣ OldNavy.com
Index
of
140
Source: Media Post Jan 2014

8. Hispanic
Shopping
Trends
US Hispanic Audience and Social Shopping
• US
Hispanics
are
30%
more
likely
to
purchase
a
product
advertised
on
a
Social
Site
• US
Hispanics
also
use
technology
to
make
the
most
efficient
purchases.
A
Valassis
study
showed:
‣ 84%
of
US
Hispanics
look
for
online
coupons,
compared
to
71%
of
US
General
population
‣ 80%
of
US
Hispanics
have
downloaded
online
coupons
from
a
mobile
device,
compared
to
only
66%
of
the
US
General
Population.
‣ Almost
70%
of
US
Hispanics
said
they
have
used
coupons
found
on
social
media
sites
and
61%
said
they
have
shared
coupons!
This
is
more
than
20%
more
than
the
general
consumer;
with
only
39%
of
them
stating
they
share
coupons
via
social
media.
Source: Media Post Jan 2014

9. Hispanic
Media
Consumption
Source: Nielsen 2013
!
Activity Hours/day
Watching TV 3.54
Using internet on home computer 3.50
Listening to music online 2.22
Watching videos online 1.92
Reading e-books 1.87
Playing computer video games 1.84
Using internet on tablet 1.72
Using internet on cellphone 1.72
Listening to radio 1.70
Playing console video games 1.70
Activity Hours/day
Listening to MP3 1.67
Playing portable video games 1.67
Playing video games on tablet 1.60
Using IM 1.32
Talking on cellphone 1.24
Emailing 1.18
Texting on cellphone 1.17
Playing video games on cellphone 1.16
Reading newspapers 0.88
Reading magazines 0.75

10. Hispanic
Media
Consumption
• 66%
say
it’s
important
to
be
recognized
as
Hispanic
through
culturally
relevant
content
• 67%
Go
Online
for
UGC
Content
• 40%
of
online
Hispanics
create
content
and
provide
their
opinions
online
• Entertainment
content
is
also
key
content
appeal
for
online
engagement
40%
30%
20%
10%
0%
27%
35%
30%
37%
26%
37%
Hispanics Non-Hispanic
Listen to Internet Radio
Watch Streaming Video
Download Music
Source: AHAA Hispanic Study 2013

11. Hispanic
Media
Consumption
Hispanics live an online collective life
• 77%
are
engaged
in
Social
Networks
• 20%
of
Hispanics
online
are
considered
“Hispanic
fluentials.”
• “I’m
the
first
of
my
friends
to
have
new
electronic
equipment”*
• 24%
more
likely
than
gen-­‐market
to
be
the
first
to
buy
a
new
smartphone*
• 8%
more
likely
to
be
the
first
to
purchase
tablets*
• 6%
more
likely
to
purchase
3-­‐D
TV*
Multitasking: Part of the Hispanic DNA:
Source: AHAA Hispanic Study 2013!
* Nielsen’s Cross-Platform Report!
* ** Simmons 2013
• 17
hours
per
week
online
• 14
hours
per
day
with
a
technology
device
vs.
8
hours
for
the
general
population
• Perfect
target
audience
for
integrated,
multi-­‐channel
campaigns
• 21%
More
than
the
General
Population
-­‐
Visit
websites
on
their
mobile
devices,
while
watching
TV**
• 62%
more
digital
video
than
non-­‐Hispanics*

12. Hispanic
Millennials
Coupons
E-mail & Internet
Source: AHAA Hispanic Study 2013
Hispanic Millennials:
Greater Opportunities vs other Hispanic generational segments
Food
C-stores.Candy, frozen
pizza, spirits, packaged meat,
QSR, ice cream, yogurt
Tech/Entertainment
High tech devices: plan to buy
more blue ray, HDTV, tablets.
Avid users of internet,
smartphone & apps
Other Purchases
Infant, music/video, furniture,
sport equipment, office
supplies. Online purchases.
Auto
Used car
Demographics
Not married. Employed PT.
Sales/office jobs.
College courses.
Civic
Rechargeable batteries
Health
Health club. Maternity care,
OB/GYN. ER user.
Financial
Debit card, check cashing &
checking account.

13. Hispanic
Millennials
• 59%
of
adult
Hispanic
Millennials
(age
18
to
29)
were
born
in
the
U.S
(34%
of
Hispanics
over
30
are
foreign
born)
• 45%
of
Hispanics
18-­‐34
live
with
their
parents
• Consume
online
media
on
muljple
screens,
oken
simultaneously
• Concerned
with
being
influencers
• Content
they’re
seeking:
Lifestyle,
Entertainment,
News/Media
and
Sports.
Sample
Publishers
Source: Tr3s Insights 2012, 2013

14. Hispanic
GenXers
Source: AHAA Hispanic Study 2013
Hispanic Gen Xers:
Greater Opportunities vs other Hispanic generational segments
Food
QSR & C-stores.
Yogurt, tortillas, coffee, baby
food, energy/nutrition bars &
ready to eat cereal.
Tech/Entertainment
Movie goers. High tech devices
and plan to buy more. Median
users of Internet, smartphone
& apps.
Other Purchases
Children clothing, game/toy,
cosmetics/perfume/skin care,
furniture, shoes, sport attire/
equipment, home accessories.
Auto
2 vehicles
Demographics
Blue collar, married. FT job.
Dual Earners.
Travel
Airline & lodging
reservations online.
Health
Rx drugs. Cold/flu allergies,
children meds. Maternity care &
pediatrics.
Financial
Credit cards or Debit card.

15. Hispanic
Moms
• Head
of
HH,
decision
makers
• Median
Age
34
• Consume
Online
Content
to
make
most
use
of
their
limited
jme
• Mobile
Shopping
is
#1
efficiency
tacjc
• 75%
Travel
with
3+
Members
of
Family
• Content
they’re
seeking:
Cooking,
Parenjng,
Vacajon,
Holiday,
BTS
Sample
Publishers

16. Hispanic
Baby
Boomers
Source: AHAA Hispanic Study 2013
Latino Boomers:
Greater Opportunities vs other Hispanic generational segments
Food
Coffee and nuts
Other Purchases
Glasses & contacts,
dry cleaners
Auto
New car, car insurance
Own 3+ vehicles
Demographics
Blue collar, married. FT job.
Dual Earners.
Travel
Domestic & Foreign trips
Civic
Registered to vote: Democrats.
Contribute $ to religious orbs.
Energy efficient devices
(windows, light bulbs).
Health
Prescription drugs mainly because of
high blood pressure, arthritis,
diabetes & digestive disorders.
Specialist see more: ophthalmologist,
cardiologist & pediatrist.
Financial Health insurance.
Credit cards or Debit card.

17. Advertising
Message
Spanglish ¡Vámonos!
KEY INSIGHT: Connecting Hispanics online is not merely a matter of language anymore: It’s about connecting culturally
and becoming a catalyst in the community.
Online Hispanics move from Spanish to English and back again in different moments of an interactive brand experience.

18. ¡Gracias!
Sales
Manager
415-­‐625-­‐5130
sales@lacancemg.com
1005
Sansome
Street,
#
336
-­‐
San
Francisco,
CA.
94104