Mobile and Social Media Use Among Hispanics in America
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Mobile and Social Media Use Among Hispanics in America
- 1. Page 1 Jerry Rocha VP, Media Solutions Mobile and Social in Hispanic America 2010
- 2. 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022 2024 2026 2028 2030 2032 2034 2036 2038 2040 2042 2044 2046 2048 2050 White Black Asian Others Hispanic Newborns Will Be Majority Multi-cultural Before 2020 The New Face of Opportunity U.S. Census Bureau
- 3. Page 3 40,454 14,241 9,246 47,756 201,112 50,442 22,580 14,831 73,055 209,176 61,361 33,430 22,437 102,560 210,283 Black alone Asian alone All other races Hispanic (of any race) White alone, not Hispanic 2010 2030 2050 2010 to 2030: +53% 2030 to 2050: +40% US Population Growth Forecast for Key Race and Hispanic Ethnicity Groups Ethnic Population Growth: 2010 to 2050 (Thousands) Source: US Census Bureau, "US Interim Projections by Age, Sex, Race and Hispanic Origin" Source: US Census Bureau, "US Interim Projections by Age, Sex, Race and Hispanic Origin"
- 4. Page 4 $115 $102 $117 $111 $120 $104 $98 $78 $98 $91 $98 $88 $108 $101 $109 $92 $103 $94 $94 $83 $85 $101 $89 $100 $88 $100 $93 $114 $93 $99 $96 $101 Total AT&T Nextel Sprint T-Mobile Verizon Hispanic White Black/African- American Asian/Pacific Islander Native American or Alaskan Native Other Questions used: Q455 Note: Asian/Pacific Islander, Native American or Alaskan Native and Other for Nextel; Native American or Alaskan Native for Sprint not reported due to insufficient sample. Minutes and Dollars: Hispanics vs. Non-Hispanics Average Spending Per Month by Ethnicity US Subscribers (n=56,411) (Mean) Base: AT&T (n=16,028), Nextel (n=782), Sprint (n=5,500), T-Mobile (n=6,558), Verizon (n=17,715) Source: Nielsen Mobile Insights, US, Q2 2010
- 5. Page 5 Ethnic Subscriber Share by Carrier Ethnic Subscriber Share by Carrier US Subscribers (n=70,552) Base: AT&T (n=20,221), Nextel (n=1,009), Sprint (n=6,655), T-Mobile (n=8,079), Verizon (n=22,501) Questions used: Q175, Q178 Source: Nielsen Mobile Insights, US, Q2 2010 12% 16% 16% 21% 9% 71% 73% 69% 64% 53% 80% 10% 8% 9% 15% 14% 6% 4% 4% 4% 9% 3% 1% 1% 2% 2% 1% 13% 5% 0%1%0%1%1%1% 1% Total AT&T Nextel Sprint T-Mobile Verizon Other Native American or Alaskan Native Asian/Pacific Islander Black/African-American White Hispanic
- 6. Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10) Still… • 6 out of 10 have home computer with Internet • Almost 6 out of 10 have broadband The New Face of Opportunity
- 7. Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online Video Source: Nielsen 3-Screens Report 1Q 2010 Hispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterparts Monthly Time Spent in Hours:Minutes The New Face of Opportunity
- 8. Hispanic Households More Likely to Own Internet and Video-Enabled Cell Phones Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10) The New Face of Opportunity
- 9. Hispanics Spend More Time Watching Video on Their Phones Source: Nielsen 3-Screens Report 1Q 2010 Hispanics Use Cell Phones as Substitutes for Home Computer The New Face of Opportunity
- 10. Advertising to Hispanics • Does advertising need to target and address Hispanics directly, or will general market ads suffice? – Nielsen IAG analysis found that ads created specifically for the Hispanic market had higher recall than repurposed general market spots: • 16% higher brand recall • 22% better message recall – Higher recall apparently results from culturally relevant cues embedded in the advertising, such as Hispanic characters, music and themes. The New Face of Opportunity
- 11. Smartphone Ethnicity Share Acquired Device in the Past 6 Months 60% 46% 63% 54% 44% 40% 54% 37% 46% 56% Total Hispanic White Black/African- American Asian/Pacific Islander Smartphone Feature Phone Question used: B3090 54% of Hispanics who bought a phone in the last 6 months Source: Nielsen Mobile Insights, US, Q2 2010 *Caution: Small base size **Base size is reduced due to a random selection of respondents for this question.
- 12. Smartphone Operating System Share Acquired Device in the Past 6 Months 32% 33% 31% 36% 31% 26% 27% 27% 17% 36% 23% 23% 24% 25% 16% 7% 8% 11% 9% 4% 4% 4% 1% 3% 2% 2% 3% 3% 4% 4% 2%0% 1% 0% 0% 1% 6% 3% 5%4% Smartphone - Total Hispanic Caucasian African American Asian/Pacific Islander Palm OS Symbian OS Linux (webOS) Microsoft Windows Mobile (Smartphone) Microsoft Pocket PC RIM BlackBerry OS Apple iPhone OS Android OS Question used: B3090 Android is the leading OS among all smartphone owners and Hispanics Source: Nielsen Mobile Insights, US, Q2 2010 *Caution: Small base size **Base size is reduced due to a random selection of respondents for this question. Hispanics already 13% of iPad Owners
- 13. Media Activities Used in the Past 30 Days Belong to Any Social Networking Group or Online Community 5% 7% 15% 18% 27% 13% 12% 25% 25% 41% 11% 14% 21% 31% 42% 12% 15% 28% 32% 46% Application downloads LBS Mobile internet Mobile video Text alerts Hispanic African-American Asian White Question used: B3090 Hispanics show higher usage among most media activities Source: Nielsen Mobile Insights, US, Q2 2010 *Caution: Small base size **Base size is reduced due to a random selection of respondents for this question.
- 14. Social Networking Activities in the Past 30 Days Belong to Any Social Networking Group or Online Community 45% 62% 38% 55% 50% 55% 38% 62% 45% 50% Total Hispanic White Black/African- American Asian/Pacific Islander No to Social Networking Activities in the Past 30 Days Yes to Social Networking Activities in the Past 30 Days Question used: B3090 Hispanics over index on ALL social networking activities Source: Nielsen Mobile Insights, US, Q2 2010 *Caution: Small base size **Base size is reduced due to a random selection of respondents for this question.
- 15. % of users to Social Networking Sites and Applications Question used: B3090 Hispanics use of Social Networking sites and Applications Source: Nielsen Mobile Insights, US, Q2 2010 *Caution: Small base size **Base size is reduced due to a random selection of respondents for this question. All Mobile Internet Users Facebook My Space Twitter 19.6% 20.7% 31.4% 26.9%
- 16. Page 16 Jerry Rocha VP, Media Solutions Jerry.rocha@nielsen.com Twitter: jerryrocha