Understanding the Latino Boom
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Slides from the panel "Understanding the Latino Boom" #latinoboom, from the Online News Association 2013 Conference (ONA13) http://ona13.journalists.org/sessions/understanding-the-latino-boom/#.UmqpEfmHuM4
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Understanding the Latino Boom
- 1. UNDERSTANDING THE LATINO BOOM #latinoboom Thursday, October 17, 13
- 4. FIFTY SHADES FIFTY OF BROWN SHADES OF BROWN October 2013 I Robert Hernandez | USC Annenberg Toda su base es pertenece a nosotros. #latinoboom Thursday, October 17, 13
- 10. DIVERSITY OF LATINOS Thursday, October 17, 13
- 12. Thursday, October 17, 13
- 13. HOW DO YOU SAY STRAW? Paja Pajilla Popote Sorbeto Calimete Caña Bombilla Thursday, October 17, 13
- 14. USB DOMINATE THE MILLENNIAL DEMOGRAPHIC USB Dominant Millennials FB Dominant Xers (31-34s) USB Dom Millennials (2012) 100% 31% 35% 42% 75% 44% 53% 59% Only FB demo growing is 50+ 57% 62% 69% U.S. Born Foreign Born 50% 69% 65% 58% 25% 56% 47% 41% 43% 38% 31% 0% 0% 2008 2012 18-24s 2015 0% 2008 2012 25-29s 2015 2008 2012 2015 30-34s Source: Simmons 18+ Generation data Spring 2012 + Pew Latino Children May 28, 2009 gens data + Synovate population data Thursday, October 17, 13
- 15. OF HISPANICS 18-34 LIVE 45% WITH PARENT(S) (In Multi-Gen HHs/118 Index vs. NHWs 18-34) Source: 18-34 living at home data: Pew, The Boomerang Generation, Dec/2011; Tr3s/Ipsos-OTX, 2012/69% of Bil/Bic 18-29 are USB Thursday, October 17, 13
- 16. MOSTLY SPANISH 86% HOUSEHOLDS 97% agree… “It’s important to teach kids Spanish” Source: Luis data; Tr3s Ipsos-OTX, 2012 Spanish, the language of home: 50%+ Thursday, October 17, 13
- 17. TRUST Thursday, October 17, 13
- 18. LIFE CHOICES, BIG & SMALL = RISK ASSESSMENT o Move out or stay at home o Get married or just live together o Buying satisfactory things at a good price CORE MILLENNIAL VALUE Source: Tr3s Ipsos-OTX 2012 + Tr3s Cooltura/Guia qualitative 2012 Thursday, October 17, 13
- 19. CIRCLES OF TRUST ARE SMALLER & HARDER TO GET INTO Me, my family, my kids, my romantic partner, my doctor, my “real” friends, business & community leaders, my teacher, my priest, most well-known brands… “True Blood” All about now… Me, my close family, my kids & MAYBE my romantic partner Source: Tr3s Ipsos-OTX 2012 + Tr3s Cooltura/Guia qualitative 2012 Thursday, October 17, 13
- 20. SEEKING BALANCE } } } Life & Work Healthy & Convenient Virtual/Digital & Real CORE MILLENNIAL VALUE Source: Tr3s Ipsos-OTX 2012 + Tr3s Cooltura/Guia qualitative 2012 Thursday, October 17, 13
- 21. COOL IS IN THE BALANCE… SMARTPHONES & IN-PERSON SOCIALIZING + COFFEE HISPANIC MILLENNIAL “COOL” LIST 1. SMARTPHONES 2. IN PERSON SOCIALIZING 3. 4. 5. 6. 7. STARBUCKS* SUBWAY SPORTS* 8. 9. 10. GPS FOR CAR VIDEO GAMES* DINERS* VICTORIA’S SECRET DUNKIN DONUTS * Key Social Outlet “ The 1st person who looks at their phone pays for dinner” Source: Tr3s Ipsos-OTX 2012 + Tr3s Cooltura/Guia qualitative 2012 Thursday, October 17, 13
- 22. LATINOS AS DIGITAL INFLUENCERS Thursday, October 17, 13
- 23. WE WENT STRAIGHT TO MOBILE 62% of Hispanic consumers have Internet access at home, compared to 76% of the general population, so we rely more on our mobile devices for web use. Source: State of the Hispanic consumer the Hispanic market imperative (Nielsen). Thursday, October 17, 13
- 24. WE WENT STRAIGHT TO MOBILE Source: http://www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/ Thursday, October 17, 13
- 25. WE’RE CHATTY AND TEXT HAPPY On average we send or receive 941 text messages per month, more than any other ethnic group. And we out-talk any other mobile user group by 40%, with 13 calls per day on average. We also download more music and pictures from our mobile phones than any other consumer group. Source: State of the Hispanic consumer the Hispanic market imperative (Nielsen). Thursday, October 17, 13
- 26. VIDEO? STREAMING? SÍ, POR FAVOR. We spend 68% more time watching video on the Internet and 20% more time watching video on mobile phones than non-Hispanic whites. Source: State of the Hispanic consumer the Hispanic market imperative (Nielsen). Thursday, October 17, 13
- 27. WE HAVE SOME SERIOUS CHICA POWER Latinas are outpacing the men in education and careers, are more empowered as decision makers and embrace their multicultural identity as they network and consume media 77% own smartphones, versus 55% of white females 37% stream audio on their phones and 24% watch video on them. Source: Latina power shift (Nielsen) Thursday, October 17, 13
- 28. WE ALSO BUY MORE MOVIE TICKETS The average Hispanic moviegoer went to nearly 10 films in the year, compared with just over six for whites, African-Americans, and Asian-Americans. And we pay for this content! Although only 15% of Americans over the age of 12 are Latino, they accounted for 25% of all movie tickets sold in the U.S. in 2012. Source: Popcorn people: Profiles of the U.S. moviegoer audience (Nielsen) Thursday, October 17, 13
- 29. WE’RE CONSUMING MORE NEWS ONLINE 56% say they consume news media from the Internet on a typical weekday, up from 37% (2006) 32% of Hispanic adults in 2012 say they get their news exclusively in English, up from 22% in 2006. Source: A Growing Share of Latinos Get Their News in English (Pew Hispanic Center) Thursday, October 17, 13
- 30. WE’RE NETWORKING AND SHARING 80% of Hispanic adults in the U.S. use social media, that's more than whites (70%) and African Americans (75%). 68% of Hispanic internet users say they use Facebook, Twitter or other social networking sites. By comparison, 58% of all U.S. internet users say they use Facebook, Twitter or other social networking sites. All those ‘likes’? Yes, that was us! Source: Pew Research Center Thursday, October 17, 13
- 31. WE’RE NETWORKING AND SHARING Thursday, October 17, 13
- 32. WE’RE NETWORKING AND SHARING Thursday, October 17, 13
- 33. WE’RE NETWORKING AND SHARING Thursday, October 17, 13
- 34. WE’RE NETWORKING AND SHARING Thursday, October 17, 13
- 35. BUT WE’RE NOT WAITING... Thursday, October 17, 13
- 36. Toda su base FIFTY SHADES es pertenece OF BROWN a nosotros. October 2013 I Robert Hernandez | USC Annenberg #latinoboom Thursday, October 17, 13