In our newest report, Social Media & Digital Usage in 2018, done in conjunction with mitu, we take a closer look at the latest social media and digital trends across all U.S. consumers. The study contents include the following: # Daily Device Usage - Hispanics Vs. NH Whites # Daily Digital Activity - Hispanics Vs. NH Whites # Digital Insights - Hispanics Vs. NH Whites # Smartphone & TV Usage by Daypart and more...

1. QUARTERLY INSIGHTS AND STRATEGY WEBINAR - MARCH 2018
March 4, 2018
SOCIAL MEDIA AND DIGITAL USAGE 2018 REPORT:
DOUBLING DOWN ON LATINOS EARNING $75K+

2. SPEAKERS
Mario X. Carrasco
Co-Founder and Principal
ThinkNow Research
Dr. Jake Beniflah
Head of Insights and Foresights
mitú
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3. ▸ Uncover key insights among Latino Millennials
▸ Self-referencing and content effectiveness test (bonus)
▸ Discuss implications and next steps
OBJECTIVES
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4. METHODOLOGY
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▸ Award-winning ThinkNow Total Market panel
▸ On-line methodology, N=1,250, nat rep sample
▸ mitú’s State of Digital and Social Media Study (2017)
▸ mitú and Snapchat audience and content study (2018)

5. TARGETING LATINOS $75K IN SOCIAL MEDIA + DIGITAL
Hispanics over-index in key measures compared to non-Hispanic Whites.
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018 5

6. DEVICE USAGE (DAILY) - HISPANICS VS NH WHITES
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Hispanics use smartphones & tablets more often compared to NH Whites.
TABLET
TV
SMARTPHONE 84%
86%
51%
94%
88%
63%
Hispanics ($75k+) NH Whites ($75k+)
124
102
112
index
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

7. DIGITAL ACTIVITY (DAILY) - HISPANICS VS NH WHITES
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Hispanics over-index on key digital measures compared to NH Whites.
Statements
Hispanics
$75k+
NH Whites
$75k+
Index
Use social media 75% 70% 107
News and entertainment 71% 59% 120
Watch online videos 63% 52% 121
Streaming music 62% 48% 130
Online banking 52% 51% 102
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

8. DIGITAL INSIGHTS - HISPANICS VS NH WHITES
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Statements
Hispanics
$75k+
NH Whites
$75k+
Index
I use the Internet constantly
throughout the day. 94% 86% 110
The Internet plays a large role in
researching products before I buy. 83% 79% 105
Most of my shopping is done online. 64% 43% 149
The Internet is my main source of
news and entertainment. 77% 68% 113
Most of my TV viewing is done on
video-on-demand or online. 57% 39% 146
Hispanics find more value in digital than NH Whites.
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

9. SOCIAL MEDIA INSIGHTS - HISPANICS VS NH WHITES
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Hispanics find more value in using social media compared to NH Whites.
Statements
Hispanics
$75k+
NH Whites
$75k+
Index
I spend a lot of time on social media 68% 52% 131
I enjoy sharing content and social. 66% 57% 116
I enjoy expressing my views in social
media 61% 53% 115
I trust what people say about
brands on social media more than
other media.
52% 49% 106
I seek advice from friends on social
media when making purchase
decisions.
48% 42% 114
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

10. SOCIAL MEDIA USAGE (DAILY) - HISPANICS VS NH WHITES
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Hispanics over-index on key social media platforms compared to NH Whites.
Platforms
Hispanics
$75k+
NH Whites
$75k+
Index
Facebook 76% 69% 110
YouTube 70% 42% 167
Instagram 55% 37% 149
Twitter 47% 38% 124
Snapchat 36% 37% 97
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

11. SMARTPHONE USAGE (BY DAYPART) - HISPANICS VS WHITES
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Hispanics are ‘always on’ their smartphones and at higher levels than NH Whites.
20%
40%
60%
80%
In bed when I wake up Early morning (9-12 noon) Midday (noon-2 pm) Afternoon (2-6 pm) Dinner time (6-8 pm) Late evening (8 pm+) Before going to sleep
Hispanics ($75k+) Non-Hispanics ($75k+)
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

12. TV USAGE (BY DAYPART) - HISPANICS VS NH WHITES ($75K)
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Television viewing peaks at PrimeTime for both Hispanics and non-Hispanics.
17.5%
35%
52.5%
70%
In bed when I wake up Early morning (9-12 noon) Midday (noon-2 pm) Afternoon (2-6 pm) Dinner time (6-8 pm) Late evening (8 pm+) Before going to sleep
Hispanics ($75k+) Non-Hispanics ($75k+)
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

13. BRAND ENGAGEMENT - HISPANICS VS NH WHITES
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Hispanics significantly over-index on social media compared to NH Whites.
Preferred Methods
Hispanics
$75k+
NH Whites
$75k+
Index
Visiting stores 24% 21% 114
Online (company’s website) 22% 44% 50
Social media 44% 24% 183
Email from company 6% 10% 60
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

14. DEVICE USAGE FOR SHOPPING - HISPANICS VS NH WHITES
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90% of Hispanics use smartphones for shopping and researching brands.
MOBILE
PC
TABLET 34%
72%
75%
66%
73%
90%
Hispanics ($75k+) NH Whites ($75k+)
120
101
194
index
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

15. LOOKING TO BUY - HISPANICS VS NH WHITES
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Hispanics are avid “information seekers” prior to purchase.
Actions Taken When
Looking to Purchase
Hispanics
$75k+
NH Whites
$75k+
Index
Check prices online 77% 74% 104
Check prices In-store 64% 51% 126
Watch TV ads 46% 46% 100
Speak with friends in social media 41% 31% 132
Speak with store rep 36% 23% 156
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

16. 16
▸ mitú social media and digital usage 2018 report showed that
Hispanics (earning $75,000+) outperform their non-Hispanic
counterparts across many measures.
▸ Hispanics (earning $75k) are the mainstream and should be a part
of all “general market” efforts.
▸ Future marcom efforts should include targeting Hispanics (earning
$75,000+) to drive sales—and short- and long-term growth.
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IMPLICATIONS
Hispanics earning $75,000+ annually are a key to growth segment for brands.
mitú and ThinkNow Social Media and Digital Usage Study, Jan 2018

17. contact info on media study: jake@wearemitu.com
to subscribe: https://www.henrystewartpublications.com/jcms
contact info on panel and research: mario@thinknowresearch.com
Q/A
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