Hispanic consumers are rapidly adopting the internet. A study found that 71% of Hispanic households in the US now use the internet, up from 57% in 2002 and closing the gap with the general population. The study segmented Hispanics by acculturation level and life stage to better understand their values, behaviors and media preferences. It found that younger Hispanics are more likely to prefer English online content due to greater availability, while older Hispanic consumers have a stronger preference for Spanish. The study suggests marketers should consider life stage over acculturation when determining language strategies in order to most effectively reach Hispanic audiences.
For years, marketers have struggled with the complexities of the Hispanic market. Given the blistering growth of their population and subsequent rise in purchasing power, AOL wants to help marketers and agencies understand the changing Hispanic market, and improve their advertising performance with this segment.
To stay ahead of market trends, AOL Advertising commissioned Cheskin Added Value to conduct research about why and how Hispanics use the internet in their daily lives. This is a continuation of a study AOL began in 2004.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
A Millennial’s Guide to Homeownership | KM Realty Group Chicago, ILTammy Jackson
This is a content-packed guide that offers powerful marketing materials to share with your clients, while also helping you simply and effectively explain the market’s current homeownership opportunities to a booming demographic that often finds itself stuck in the rental trap.
✔️ We Make Real Estate Buying and Selling Easy.
✔️ https://kmrealtygroup.net/
✔️ Let's connect with a real estate professional to discuss your home buying or selling process. ✔️ https://bit.ly/connect-km-realty
A Millennial’s Guide to Homeownership
This is a content-packed guide that offers powerful marketing materials to share with your clients, while also helping you simply and effectively explain the market’s current homeownership opportunities to a booming demographic that often finds itself stuck in the rental trap. Learn More
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
For years, marketers have struggled with the complexities of the Hispanic market. Given the blistering growth of their population and subsequent rise in purchasing power, AOL wants to help marketers and agencies understand the changing Hispanic market, and improve their advertising performance with this segment.
To stay ahead of market trends, AOL Advertising commissioned Cheskin Added Value to conduct research about why and how Hispanics use the internet in their daily lives. This is a continuation of a study AOL began in 2004.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
A Millennial’s Guide to Homeownership | KM Realty Group Chicago, ILTammy Jackson
This is a content-packed guide that offers powerful marketing materials to share with your clients, while also helping you simply and effectively explain the market’s current homeownership opportunities to a booming demographic that often finds itself stuck in the rental trap.
✔️ We Make Real Estate Buying and Selling Easy.
✔️ https://kmrealtygroup.net/
✔️ Let's connect with a real estate professional to discuss your home buying or selling process. ✔️ https://bit.ly/connect-km-realty
A Millennial’s Guide to Homeownership
This is a content-packed guide that offers powerful marketing materials to share with your clients, while also helping you simply and effectively explain the market’s current homeownership opportunities to a booming demographic that often finds itself stuck in the rental trap. Learn More
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Biological screening of herbal drugs: Introduction and Need for
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Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
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The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
2. Hispanic Cyberstudy
Marketing to the web’s most rapidly growing population
A study by AOL Advertising & Cheskin:
Why and how are Hispanics using the internet
in their daily lives?
Quantitative Methodology
Telephone Survey:
717 Hispanic households across the US
(90 via cell phone)
Online Survey:
616 Hispanic households across the US
634 General Market across the US
For years, marketers have struggled with the complexities of the
Hispanic market. Given the blistering growth of their population and
subsequent rise in purchasing power, AOL wants to help marketers
and agencies understand the changing Hispanic market, and improve
their advertising performance with this segment.
To stay ahead of market trends, AOL Advertising commissioned
Cheskin to conduct research about Online Hispanics. This is a
continuation of a study AOL began in 2004.
4. America, the diversified
A forecast of the 2010 Census
50 Million Hispanics will be
living in the US
Nearly one in six US residents
will be Hispanic
Los Angeles County is expected
to be home to the largest
Hispanic population in the US –
exceeding that of Costa Rica
Experts anticipate that the US will be more diverse
than ever, with only 22% of households expected
to be the iconic American family of mom, dad and
kids. The Hispanic population is expected to be
much younger compared to other racial groups.
SOURCE: Francese, Peter. (2009). 2010 America: What the 2010 Census means for Marketing and Advertising. Advertising Age.
Retrieved from http://adage.com/
5. The American Yardstick
Market segmentation of Online Hispanics based on acculturation
23% 31% 46%
Hispanic Dominant Biculturals US Dominant
• Predominantly speak • Speak both languages • Speak English at home
Spanish at home at home • Most media consumption
• Most media consumption • Most media consumption in English
in Spanish in English • US-born
• Foreign-born • Foreign and US-born • Mean age 37
• Mean age 40 • Mean age 34 • Lived in the US 36 years
• Lived in the US seven • Lived in the US 22 years average
years average average
Currently, marketers tend to divide Hispanics into three different categories: Hispanic Dominant,
Bicultural and US Dominant. Offline, the sizing of these groups is reversed, with Hispanic Dominants
representing 52% of the segment, Biculturals 19% and US Dominants 28%.
6. A Different Measure
Segmenting by life stage group
No Kids
Young and Free 30% Average 26 YO
Single
2 Kids (0-11)
Young Family 17% Average 33 YO
Married
2 Kids (12-17)
Mature Family 23% Average 40 YO
Married
No Kids
Prime of Life 18% Average 41 YO
Married
Kids 18+
Empty Nester 13% Average 57 YO
Married
Segmentation by life stage provides another way to understand the values and interests of
Hispanics, based on their preferences and behaviors, which are not necessarily unique to their
cultural background or acculturation level.
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labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate
9. Entering the mainstream
Internet usage among Hispanics is catching up to the general population
2002 2009
75%
71
65%
57
58
55%
45%
35%
41
Hispanic General Market
Since our first study in 2002, the number of Hispanics online has grown significantly – faster, in fact,
than the total US online population. The online adoption gap between Hispanics and the General
Market has narrowed to 13 points over the past few years.
*Note: General Market data provided by PEW Research Center in July 2008; Hispanic data provided by AOL Advertising Cyber Study in July 2008.
10. Who are they?
Hispanics vs. General Market users
General
Hispanic
Market
AGE: 37 AGE: 46
HOUSEHOLD INCOME: $50K+ HOUSEHOLD INCOME: $75K+
CHILDREN: YES! Sandra 6 and Danny 5 CHILDREN: YES! Stephanie, 22
Both offline and online Hispanics are much younger than the general population, with larger
households and younger children. 46% of Online Hispanics are under 35 years old, compared to
just 28% of the US internet population. Meanwhile, 30% of the General Market online population
are empty nesters – only 13% of Hispanics fall into this group.
11. Young Hispanics log on most
Online Offline
100%
23 34 44 40 67
77
66
56 60 50%
33
0%
Young and Free Young Family Mature Family Prime of Life Empty Nesters
Online Hispanics are younger than their offline counterparts,
who are also more likely to be empty nesters.
12. Hispanics love and
trust the internet
Hispanics are more enthusiastic about the benefits of the internet than
the General Market – so much so that they have more confidence in
online product ratings than the opinions of their friends.
28%
Friends’ Opinions
72% Product Rating Sites
“Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate
13. They view the internet as
a place of discovery
and connection
Hispanic General Market
64 51 57 43 44 25 36 30 27 15
The best place Always go to Use the internet Internet is an A great place
to keep up with the internet to to keep up with important tool to meet people
current events find deals pop culture for building a with similar
better life views
Hispanics have a high regard for the internet as a medium for information and socialization. Fully
one-third of all Hispanics, regardless of acculturation and life stage, view the internet as a key
component in building a better life.
14. The internet informs their purchase process
Hispanic General Market
90%
85%
80%
75%
70%
Start Learn about Learn about Get advice Where to Compare Make final
learning brands features on what to buy prices decision
process buy
Hispanic consumers view the internet as a very important information source in the purchase
decision-making process. They look to the internet to learn about products, brands, features,
stores and pricing.
15. Not only are they technology leaders...
Hispanic vs. the General Market:
How they access the internet
100% vs 100% 18% vs 11%
32% vs 20%
Compared to the General Market, Hispanics are more sophisticated technology users. Their use of
a wide range of devices (e.g. smartphones and gaming devices) to access the internet illustrates a
high level of comfort with and willingness to try new technologies.
16. ...Hispanics are early adopters
Hispanic General Market
“Online Hispanics are eager
and adventurous.”
27 13 36 22 33 24
Early adopters Considered tech expert Keep up with the
by friends and family latest technology
Compared to General Market users, Online Hispanics are more adventurous and eager to try new
media communication formats and technologies. They also keep up with the latest tech news, and
like to help friends and family with their purchases.
17. Everything you know is wrong
Acculturation doesn’t equate with technological sophistication
Hispanic Dominant Bicultural US Dominant
PC access 100% 100% 100%
Keep up with the
latest technology 29% 35% 34%
Considered tech
expert by friends 41% 40% 31%
and family
Early adopter 41% 25% 22%
Hispanics are universally embracing new technologies regardless of their acculturation level.
Furthermore, contrary to common stereotypes, the most acculturated Hispanics are not necessarily
the most technologically savvy. In fact, less acculturated Hispanics tend to be early adopters,
evaluating new formats and spreading the word in their communities.
19. The Hispanic power user
AGE: 34
GENDER: Male
EMPLOYMENt: Full-time
FAMILY StAtUS: Married
with young kids
HOURS ONLINE:
24 hrs/week
One-fifth of Online Hispanics are power users who give us a glimpse of future adoption by mainstream
users. This group spends over 24 hours per week on the web, connecting over half the time via
mobile (57%) or other devices (47%). They also view themselves as innovators, keeping up with the
latest technology (100%), serving as tech experts to friends and family (100%) and adopting new
technologies first (100%).
20. Catching the viral bug
Power User Mainstream Hispanics
Via email
(message or link) 79% 91%
Over the phone/
in-person 38% 55%
IM to friends/
family 64% 51%
Write a blog
52% 21%
Social networking
site 68% 55%
Write a review on a
review site 28% 6%
Traditional Viral
Power users are also highly influential in their communities, spreading the word about deals (91%)
or the latest entertainment news (87%). They are content creators and use the web to broadcast their
point of view, while mainstream Hispanics are more traditional in how they communicate with others.
23. The old view
traditional marketing to Online Hispanics
0 20 40 60 80 100
10 30 50 70 90
Hispanic
75
Dominant
25
Bicultural
12
88
US
1
Dominant
99
Spanish English
To date, messaging for the Hispanic community has been organized around acculturation and language.
While 75% of Hispanic Dominants prefer product marketing information in Spanish, there is an
overwhelming preference among Bicultural and US Dominants for marketing in English.
24. A new perspective
the importance of life stages
Spanish English
100%
96.8 71.6 65.6 56.9 81.2
50%
3.2 28.4 34.4 43.1 18.8
0%
Young and Free Young Family Mature Family Prime of Life Empty Nesters
Marketers should always take their target audience’s life stage
into account before determining the language/media mix.
If we look at the language preference for websites by life stage, English marketing messages are
favored by virtually all of the youngest Hispanics and most of the other market segments. This
has important implications for marketers, who should always take into consideration their target
segment’s needs and passions before determining the appropriate language/media mix.
25. Can you say it in English?
Can’t do all the same things
on Spanish site 25.3%
The English site is better /
more comprehensive 23.1%
English site has more detail
than the Spanish Site 21.1%
English site has more
useful information 17.9%
English site has better
deals than the Spanish 8.8%
In general, Hispanics recognize the disparity between the availability of English and Spanish language
content. They perceive English sites as more comprehensive, detailed and useful than Spanish-
language counterparts. This belief is prevalent across all levels of acculturation and life stages.
26. Biculturals and US Dominants are younger
Hispanic Dominant Bicultural US Dominant
100%
21 21 20
5 9 6
39 27 32
50%
18 15
21
25 27
14
0%
Young and Free Young Family Mature Family Prime of Life Empty Nester
The preference for English among the younger segments is also influenced by the demographic
composition of Bicultural and US Dominant Hispanics, who tend to be younger and more engaged
in the digital lifestyle – making them the sweet spot for most advertisers.
29. Media consumption
Online Hispanics prefer English language online media
14.36 9.3 12.42 2.5 20 3
Hispanic dominant Bicultural US dominant
Hours Online in English Hours Online in Spanish
Most Hispanics consume online media in English – even Hispanic Dominants. This reflects the
greater availability of English language sites. This is not unexpected, as 27.6% of web content is
created in English, with Chinese second at 22.1% and Spanish a distant third at 7.9%.
Source: Internet World Stats. (2009). Top 3 Internet Languages. Retrieved December 8, 2009 from www.internetworldstats.com/languages.htm
30. A tie between tongues
Online Hispanics seek out the best experience
60
Keep Up With Home
Country News
45 Entertainment
News
% Consume content
in English multiple
Follow Passions
times per week
& Hobbies
30
Keep Up With
US News
Financial
15 Information
Research
Purchases
0
0 15 30 45 60
% Consume content in Spanish multiple times per week
The chart above shows the language consumption patterns among consumers who prefer Spanish.
Clearly, they will consume similar types of content in both languages. This suggests that Online
Hispanics are not opting for one language over the other. Rather, they’re looking for the best online
experience regardless of language.
31. Quality matters
Hispanics distrustful of Spanish language sites
I trust the Spanish Site More
3.1%
Spanish site has more useful information
2.8%
One of the reasons why so many Hispanics prefer English content is their mistrust of sites
in Spanish, which often are little more than literal translations of English content. Only 3% of
respondents found Spanish language sites more trustworthy and useful than those in English,
leaving an important percentage of the Hispanic segment feeling underserved.
32. When Spanish is preferred…
Do it well
It’s more important than just straight translation
51.9 47
It takes into account my ties to home country
24 75
It reflects my experience in the US
44 56
0 20 40 60 80 100
% Consume content in Spanish multiple times per week
It Matters Very Important
Those who prefer Spanish marketing find that tailored content makes them feel closer to home.
They also favor a meaningful transcreation over a literal translation of an English site.
33. When English is preferred...
Don’t generalize – be relevant
It takes into account my ties to home country
36 33
It reflects my experience in the US
33 33
0 20 40 60 80 100
% Consume content in English multiple times per week
It Matters Very Important
Even where there is a high preference for English content and marketing – particularly among
young Hispanics – a remarkable 66% of the audience finds it important that content takes into
account their home country and their experience in the US.
34. Appearance counts
Be respectful with creative executions, images
It has pictures of people who look like me
For those who prefer Spanish marketing
40.8%
For those who prefer English marketing
57%
0 20 40 60 80 100
Media representation issues become more important for more acculturated and younger Hispanics.
Imagery should be carefully selected to provide positive identification with culture without stereotyping.
35. Summary
Hispanics are influencing Life stage is key tailor your message to
the mainstream Your language/media mix their experience
Online Hispanics have should be based on the life stage Hispanics prefer messaging
proven to be tech-savvy of your consumer. that takes into account their
media trendsetters. backgrounds and experiences.
For more information, please send your request to research.team@corp.aol.com
37. the team
Liz Bloom, Maria Pousa, Michele Resnick and Stu Rodnick
Special thanks to the 360 Creative Team at AOL for producing this booklet, Guy Garcia for his
feedback and time, Rebecca Abravanel for answering all of our questions, and Olivia Maloney,
Miguel Ferrer and Edgar Ochoa for sharing their Hispanic expertise.