digital hispanics 2009
DESCRIPTION
Although I don't speak Spanish, I have often contributed to multicultural marketing efforts by representing the acculturated, assimilated Hispanic POV. This deck was prepared for a strategic brainstorming session. It's purpose was to give the group a quick view of digital media behaviorTRANSCRIPT
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Digital HispanicsHatchery Briefing - Thu, 12/17/2009
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Digital is Everywhere, for Everybody
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Mobile
• Hispanics use +1,000 minutes a month
• 50 percent more than non-Hispanic whites
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Why Mobile
• Social Flow
• The Hispanic demo is young
• Generational Exchange
• Parents adopt their children’s tools
• Costs Less
• Compared with broadband and PCs
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Why Mobile
• International
• Plans allow for overseas calls
• Mobile phones are common there
• Convenience
• Mobile is always in your hand
• Prepaid Plans
• No credit and background checks
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Mobile Internet• According to comScore, mobile Internet
usage among Hispanics is outpacing that of all other groups
• 88% of Hispanics consume Internet content on their mobile phones
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• 87% of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today
Source: Mobile Marketing Association 2008 and M:Metrics 2008
• Text messaging has increased 59% YOY among Hispanics
• 32% are interested-to-highly-interested in receiving mobile offers and/or ads
• Responding to mobile marketing text messages is up 74% vs. last year
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Web• The Web still matters for Hispanics
• Hispanic Web users skew bi-lingual and higher HH income
• That’s why “Toggle” is important
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Web• Toggle means more than publishing content in
parallel - English >< Spanish
• It means toggling between the two languages
• Why? Generational sharing for one.
• Social and community diversity for another.
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Let the consumer engage as s/he feels in the moment -- dynamically.
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Web• Social Networks: 71% of online Hispanics use
social networking sites.
• Influentials spend 30 hours per week networking, compared with the 25 hours by general market counterparts
• Blogs: About half (49%) of Hispanic influentials use blogs to tell others about product experiences; while only 39% of general market influentials do so
• Email: 66% of Hispanic influentials forward product recommendations by email vs. 28% of general market influentials
Source: Burson-Marsteller commissioned MSI International 2008
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Social Networking is Booming among Hispanics
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Growth In Internet Usage is Higher Among Hispanics
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Digital Hispanics• Appeal to youth with intergenerational
connections.• Enable social exchange and word-of-mouth.• Mobile is their digital platform of choice.• Engage in media-rich, expressive ways.