Hispanic Cyberstudy provides insights into how Hispanics in the US use the internet. A survey of over 1,300 Hispanic households found that 71% of Hispanics in the US now use the internet, catching up to the general US population's internet usage. The study segments Hispanics by acculturation level and life stage to better understand their values and online behaviors. Younger Hispanics and those in early life stages are more likely to prefer English online content due to greater availability and perceived higher quality compared to Spanish language sites. However, Hispanics want content in both English and Spanish that is relevant to their experiences and ties to their home countries. Images and creative executions should respectfully feature people who look
Hispanic internet users are growing rapidly and now make up over 50 million people in the US. A study found that Hispanics are younger, have higher rates of internet usage, and view the internet more positively than the general population. They use the internet heavily for learning about products, brands and making purchase decisions. Hispanic internet users are more likely to be younger families and trust online reviews more than friends' opinions.
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.
The document discusses the growing influence of Latina voters in the United States. It notes that Latinas represent a significant portion of the population and consumer spending. They are increasingly politically engaged, with high voter turnout rates. The document also profiles Latina demographics like mothers, entrepreneurs, and millennials. It argues that campaigns seeking the Latina vote must recognize their diversity and stand for issues they care about like education, social issues, and helping their communities.
Here are some key reasons why Mexicans come to the U.S. to shop:
- Better prices on name brand items. Many popular clothing, shoe and accessory brands are significantly cheaper in the U.S. compared to Mexico. This includes brands like Bebe, Guess, Michael Kors and others.
- More options and variety. Retail stores in the U.S., especially malls, offer a much larger selection of brands, styles, sizes and colors compared to Mexican retailers. This gives Mexican shoppers more choices.
- Access to exclusive brands. Some brands are simply not available for purchase in Mexico but can be found in U.S. stores. Cross-border shopping gives Mexicans access to a
Communicating with Hispanics in Coloradomegaphone_man
This document provides an overview of communicating with Hispanics in Colorado. It discusses who Hispanics are, noting their diversity in terms of ethnicity, race, language preferences, and levels of acculturation. It notes that most Hispanics in Colorado trace their roots to Mexico, particularly the state of Chihuahua. The document reviews Hispanic population trends in Colorado cities and discusses future trends such as continuing growth. It examines Hispanic attitudes towards health care, including common health issues, barriers to access, and reliance on social networks for information and decisions. The document also reviews Hispanic media use and key media outlets in the Denver metro area.
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
The survey found that half of respondents plan to access the web to watch live Olympic events online. Viewers expect to watch 1.5 hours of coverage daily, with those over 55 and earning over $100K planning to watch the most. Events like gymnastics and swimming are most anticipated by women, while men prefer track and field and soccer. Primetime viewers are more likely to follow the ceremonies and athletes online, while daytime viewers prefer live streaming. Marketers should align TV and online video strategies to reach engaged viewers across platforms.
The document discusses segmentation, targeting, and positioning in marketing. It provides examples of how to segment consumer markets based on variables like demographics, psychographics, and life stages. It also discusses targeting strategies and tools for positioning a brand, including defining a positioning statement. The positioning statement should emphasize attributes important to customers, be distinctive from competitors, and communicate the brand's benefits in a believable way.
Hispanic internet users are growing rapidly and now make up over 50 million people in the US. A study found that Hispanics are younger, have higher rates of internet usage, and view the internet more positively than the general population. They use the internet heavily for learning about products, brands and making purchase decisions. Hispanic internet users are more likely to be younger families and trust online reviews more than friends' opinions.
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.
The document discusses the growing influence of Latina voters in the United States. It notes that Latinas represent a significant portion of the population and consumer spending. They are increasingly politically engaged, with high voter turnout rates. The document also profiles Latina demographics like mothers, entrepreneurs, and millennials. It argues that campaigns seeking the Latina vote must recognize their diversity and stand for issues they care about like education, social issues, and helping their communities.
Here are some key reasons why Mexicans come to the U.S. to shop:
- Better prices on name brand items. Many popular clothing, shoe and accessory brands are significantly cheaper in the U.S. compared to Mexico. This includes brands like Bebe, Guess, Michael Kors and others.
- More options and variety. Retail stores in the U.S., especially malls, offer a much larger selection of brands, styles, sizes and colors compared to Mexican retailers. This gives Mexican shoppers more choices.
- Access to exclusive brands. Some brands are simply not available for purchase in Mexico but can be found in U.S. stores. Cross-border shopping gives Mexicans access to a
Communicating with Hispanics in Coloradomegaphone_man
This document provides an overview of communicating with Hispanics in Colorado. It discusses who Hispanics are, noting their diversity in terms of ethnicity, race, language preferences, and levels of acculturation. It notes that most Hispanics in Colorado trace their roots to Mexico, particularly the state of Chihuahua. The document reviews Hispanic population trends in Colorado cities and discusses future trends such as continuing growth. It examines Hispanic attitudes towards health care, including common health issues, barriers to access, and reliance on social networks for information and decisions. The document also reviews Hispanic media use and key media outlets in the Denver metro area.
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
The survey found that half of respondents plan to access the web to watch live Olympic events online. Viewers expect to watch 1.5 hours of coverage daily, with those over 55 and earning over $100K planning to watch the most. Events like gymnastics and swimming are most anticipated by women, while men prefer track and field and soccer. Primetime viewers are more likely to follow the ceremonies and athletes online, while daytime viewers prefer live streaming. Marketers should align TV and online video strategies to reach engaged viewers across platforms.
The document discusses segmentation, targeting, and positioning in marketing. It provides examples of how to segment consumer markets based on variables like demographics, psychographics, and life stages. It also discusses targeting strategies and tools for positioning a brand, including defining a positioning statement. The positioning statement should emphasize attributes important to customers, be distinctive from competitors, and communicate the brand's benefits in a believable way.
The document discusses a study on Hispanic internet usage. It found that Hispanic internet adoption has grown significantly since 2002 and now lags the general population by only 13 points. Hispanic internet users tend to be younger, with larger households and younger children compared to non-Hispanic users. Young Hispanics are more likely to use the internet than older Hispanics. The study also found that Hispanics have high confidence in online product reviews and see the internet as important for keeping up with events, finding deals, and building a better life. Hispanics also use the internet more in their purchase process to research brands, features, stores and prices.
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
Communicating with Hispanics in ColoradoMegaphone Man
The document discusses communicating with Hispanics in Colorado. It begins by defining who Hispanics are, noting they come from various countries and have different levels of acculturation. It then reviews statistics on the Hispanic population in Colorado, finding they make up about 20% of the state and are concentrated in certain cities like Denver, Aurora and Pueblo. The document also discusses future trends, finding the Hispanic population is younger on average and will continue growing significantly. It explores attitudes towards healthcare, noting Hispanics have higher rates of some health issues but are less likely to regularly see doctors due to language, cultural and financial barriers.
This document discusses strategies for marketing to Hispanic youth in the US. It notes that Hispanic youth represent 20% of the US teen population and have $25 billion in annual purchasing power. Many are US-born and connected digitally. Effective strategies include using social media, targeting multiple platforms like TV and online, and testing emerging media. Case studies show leveraging their interests in social networking, music and their preferred devices. A new approach is needed that considers their language preferences, digital habits and unique insights.
Carlos Alcázar - Communication with the new American mainstream populationPlain Talk 2015
This document summarizes a smoking cessation campaign for pregnant African American women in Richmond, Virginia. The 3 sentence summary is:
The campaign used research-based messaging in 30-second radio PSAs, billboards, and community outreach through branded promotional items to significantly increase calls to the quitline from the target audience and provide additional learnings for helping pregnant African American women quit smoking.
Hispanics and Language, Acculturation, Retro-Aculturion and LanguageAdriana Peña Johansson
The document discusses trends in the Spanish-speaking Latino population in the United States. It notes that the number of Latinos in the US who speak Spanish is growing and expected to reach 40-45 million by 2020. While some Latinos are becoming English dominant by the third generation, Spanish language retention remains strong, especially among younger generations who see their Latino identity and Spanish language as closely linked. The growing Latino population and emphasis on bilingualism and Latino culture suggests the prominence of Spanish and relevance of Spanish-language media will continue increasing in the United States.
Millennials may be more diverse, social, and optimistic than expected. While struggling in the difficult economy, they are entrepreneurial and care about social issues and authentic brands. They value self-expression through music, art, and social media. Millennials are the most racially diverse generation and care about their families and communities despite financial challenges. They are optimistic about their future success and potential.
Will there be enough Spanish Speakers in US to sustain a Hispanic Media Industry in the years to come?. Multiple trends suggest that Spanish Speaking population will keep growing, therefore opportunities for Spanish media in US will do so, but relevant Media for Latinos goes beyond language
The document provides information for Millennials considering homeownership. It notes that Millennials now represent the largest generation and are increasingly buying homes. Common myths that have prevented Millennials from considering homeownership include that they cannot afford homes or qualify for mortgages due to student loan debt. However, the document argues that many Millennials can qualify for mortgages and that a college degree still increases earning potential despite student loans.
Adelante Media Group Seattle owns several Spanish-language media properties including regional Mexican radio station KDDS 99.3 FM, Spanish contemporary radio station KMIA 1210 AM, and Azteca America affiliate television station KFFV Channel 44. The presentation discusses the growth of the Latino population in Washington, particularly in suburban areas, and how Adelante Media's platforms can help advertisers reach Latino audiences, who represent Seattle's fastest growing demographic. It also promotes various event marketing and sports partnership opportunities.
Listeningtomulticulturalconsumers Final 032410 100325001151 Phpapp02Anita Lai
This document discusses the growing multicultural population in the United States and their increasing economic power and digital presence. It notes that minorities will become the majority in the US by 2050, driven by higher birth rates among minorities. While household income and buying power of minorities is rising, there are still myths around their digital engagement. The purpose of the session is to dispel these myths and discuss opportunities and challenges around listening to multicultural consumers online.
Listening To Multicultural Consumers - #rethink10Lynne d Johnson
Presentation on Listening to the Multicultural Consumer from The Advertising Research Foundation (@The_ARF) Annual Convention Re:Think 2010. Presented by Lynne d Johnson, SVP, Social Media, The ARF and Anita Lai, Director of Research, Uniworld Group
Palacio Magazine is a free bi-lingual community magazine distributed across the United States, Canada, and Mexico. It is printed in both English and Spanish and focuses on topics relevant to local Hispanic communities like business, health, and entertainment. With a circulation of 60,000 copies per issue distributed across 1,200 points in each market, the magazine reaches over 174,000 readers. Advertising in Palacio is effective at reaching Hispanic consumers and has been shown to increase sales for advertisers.
Palacio Magazine is a bilingual community magazine distributed for free in local communities across America. It is printed in both English and Spanish and covers topics of interest to local Hispanic readers such as business, food, health, and entertainment. With a circulation of 60,000 copies per issue distributed across 1200 points in each market, the magazine reaches over 174,000 readers. Research shows that Hispanic audiences engage strongly with magazine advertising and are more inclined to purchase brands that advertise in Spanish. Advertising in Palacio Magazine is an effective way for businesses to reach the fast-growing Hispanic population and can result in increased sales.
CULTURESPAN MULTICULTURAL CONF PRESENTATION FINAL V2 5 24 16Manny Rodriguez
This document summarizes key findings from research on Mexican-American consumer health behaviors and attitudes. It finds that alternative medicine and natural remedies are often preferred to Western treatments, and that younger Hispanic millennials are not getting screened for diabetes and other conditions at appropriate rates. Younger immigrants especially rely on home remedies instead of visiting doctors. The research also finds that email, doctors, and online sources are most trusted for health information. It recommends targeting Hispanic millennials in culturally sensitive messaging and accounting for cultural beliefs around fate, present-focus, and flexibility when designing health programs and communications.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses a study on Hispanic internet usage. It found that Hispanic internet adoption has grown significantly since 2002 and now lags the general population by only 13 points. Hispanic internet users tend to be younger, with larger households and younger children compared to non-Hispanic users. Young Hispanics are more likely to use the internet than older Hispanics. The study also found that Hispanics have high confidence in online product reviews and see the internet as important for keeping up with events, finding deals, and building a better life. Hispanics also use the internet more in their purchase process to research brands, features, stores and prices.
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
Communicating with Hispanics in ColoradoMegaphone Man
The document discusses communicating with Hispanics in Colorado. It begins by defining who Hispanics are, noting they come from various countries and have different levels of acculturation. It then reviews statistics on the Hispanic population in Colorado, finding they make up about 20% of the state and are concentrated in certain cities like Denver, Aurora and Pueblo. The document also discusses future trends, finding the Hispanic population is younger on average and will continue growing significantly. It explores attitudes towards healthcare, noting Hispanics have higher rates of some health issues but are less likely to regularly see doctors due to language, cultural and financial barriers.
This document discusses strategies for marketing to Hispanic youth in the US. It notes that Hispanic youth represent 20% of the US teen population and have $25 billion in annual purchasing power. Many are US-born and connected digitally. Effective strategies include using social media, targeting multiple platforms like TV and online, and testing emerging media. Case studies show leveraging their interests in social networking, music and their preferred devices. A new approach is needed that considers their language preferences, digital habits and unique insights.
Carlos Alcázar - Communication with the new American mainstream populationPlain Talk 2015
This document summarizes a smoking cessation campaign for pregnant African American women in Richmond, Virginia. The 3 sentence summary is:
The campaign used research-based messaging in 30-second radio PSAs, billboards, and community outreach through branded promotional items to significantly increase calls to the quitline from the target audience and provide additional learnings for helping pregnant African American women quit smoking.
Hispanics and Language, Acculturation, Retro-Aculturion and LanguageAdriana Peña Johansson
The document discusses trends in the Spanish-speaking Latino population in the United States. It notes that the number of Latinos in the US who speak Spanish is growing and expected to reach 40-45 million by 2020. While some Latinos are becoming English dominant by the third generation, Spanish language retention remains strong, especially among younger generations who see their Latino identity and Spanish language as closely linked. The growing Latino population and emphasis on bilingualism and Latino culture suggests the prominence of Spanish and relevance of Spanish-language media will continue increasing in the United States.
Millennials may be more diverse, social, and optimistic than expected. While struggling in the difficult economy, they are entrepreneurial and care about social issues and authentic brands. They value self-expression through music, art, and social media. Millennials are the most racially diverse generation and care about their families and communities despite financial challenges. They are optimistic about their future success and potential.
Will there be enough Spanish Speakers in US to sustain a Hispanic Media Industry in the years to come?. Multiple trends suggest that Spanish Speaking population will keep growing, therefore opportunities for Spanish media in US will do so, but relevant Media for Latinos goes beyond language
The document provides information for Millennials considering homeownership. It notes that Millennials now represent the largest generation and are increasingly buying homes. Common myths that have prevented Millennials from considering homeownership include that they cannot afford homes or qualify for mortgages due to student loan debt. However, the document argues that many Millennials can qualify for mortgages and that a college degree still increases earning potential despite student loans.
Adelante Media Group Seattle owns several Spanish-language media properties including regional Mexican radio station KDDS 99.3 FM, Spanish contemporary radio station KMIA 1210 AM, and Azteca America affiliate television station KFFV Channel 44. The presentation discusses the growth of the Latino population in Washington, particularly in suburban areas, and how Adelante Media's platforms can help advertisers reach Latino audiences, who represent Seattle's fastest growing demographic. It also promotes various event marketing and sports partnership opportunities.
Listeningtomulticulturalconsumers Final 032410 100325001151 Phpapp02Anita Lai
This document discusses the growing multicultural population in the United States and their increasing economic power and digital presence. It notes that minorities will become the majority in the US by 2050, driven by higher birth rates among minorities. While household income and buying power of minorities is rising, there are still myths around their digital engagement. The purpose of the session is to dispel these myths and discuss opportunities and challenges around listening to multicultural consumers online.
Listening To Multicultural Consumers - #rethink10Lynne d Johnson
Presentation on Listening to the Multicultural Consumer from The Advertising Research Foundation (@The_ARF) Annual Convention Re:Think 2010. Presented by Lynne d Johnson, SVP, Social Media, The ARF and Anita Lai, Director of Research, Uniworld Group
Palacio Magazine is a free bi-lingual community magazine distributed across the United States, Canada, and Mexico. It is printed in both English and Spanish and focuses on topics relevant to local Hispanic communities like business, health, and entertainment. With a circulation of 60,000 copies per issue distributed across 1,200 points in each market, the magazine reaches over 174,000 readers. Advertising in Palacio is effective at reaching Hispanic consumers and has been shown to increase sales for advertisers.
Palacio Magazine is a bilingual community magazine distributed for free in local communities across America. It is printed in both English and Spanish and covers topics of interest to local Hispanic readers such as business, food, health, and entertainment. With a circulation of 60,000 copies per issue distributed across 1200 points in each market, the magazine reaches over 174,000 readers. Research shows that Hispanic audiences engage strongly with magazine advertising and are more inclined to purchase brands that advertise in Spanish. Advertising in Palacio Magazine is an effective way for businesses to reach the fast-growing Hispanic population and can result in increased sales.
CULTURESPAN MULTICULTURAL CONF PRESENTATION FINAL V2 5 24 16Manny Rodriguez
This document summarizes key findings from research on Mexican-American consumer health behaviors and attitudes. It finds that alternative medicine and natural remedies are often preferred to Western treatments, and that younger Hispanic millennials are not getting screened for diabetes and other conditions at appropriate rates. Younger immigrants especially rely on home remedies instead of visiting doctors. The research also finds that email, doctors, and online sources are most trusted for health information. It recommends targeting Hispanic millennials in culturally sensitive messaging and accounting for cultural beliefs around fate, present-focus, and flexibility when designing health programs and communications.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
1) The document summarizes research on women's shopping habits, both online and offline. It finds that women spend about equal time shopping online and offline, with 40% saying they shop during work hours.
2) Younger women are more likely to shop online at work, often due to boredom. Over half of women who shop online at work cite convenience and saving time.
3) Email is the most influential driver of online purchases for women, with 60% responding to email offers from retailers. Women also enjoy using online circulars to find deals.
The document summarizes key findings from a 2010 research study titled "Moviegoers: 2010" that surveyed nearly 4,000 moviegoers. The study was intended to provide film marketers insights into how to best reach movie consumers over the next decade. Some of the main findings were that digital technologies have gone mainstream, moviegoers are heavy internet and mobile users who spend more time online than watching TV, and the internet is now the dominant source for movie information, reviews, and discussions.
The document summarizes the findings of a survey about viewers' behaviors and opinions related to watching the Academy Awards. Key points:
1) 25% of respondents intend to watch the Oscars broadcast this year, though actual viewership is typically closer to 13%. Over half of all viewers will watch with 1-4 other people.
2) The Artist and War Horse have a slight lead among viewers for predicted Best Picture winner.
3) Viewers, especially younger ones, are highly connected online during the broadcast using various devices like computers, smartphones and tablets.
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Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
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AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
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During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
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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 Added Value 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
N
early one in six US residents
will be Hispanic
L
os 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
• redominantly speak
P • peak both languages
S • Speak English at home
Spanish at home at home • ost media consumption
M
• ost media consumption
M • ost media consumption
M in English
in Spanish in English • US-born
• Foreign-born • Foreign and US-born • Mean age 37
• Mean age 40 • Mean age 34 • ived in the US 36 years
L
• ived in the US seven
L • ived in the US 22 years
L 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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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
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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.