four truths about us hispanic consumers, google/otx, u.s ... · visited a social networking site...
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This study is brought to you courtesy of
www.google.com/think/insights
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Four Truths about US Hispanic ConsumersGoogle/OTX
U.S., October 2010
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Google Confidential and Proprietary
Methodology
Google commissioned Ipsos OTX MediaCT, an independent market research company, to conduct research to gain insight into the behavior of US Hispanics when using the internet, specifically among the three different segments of Spanish Dominant, English Dominant and Bilingual US Hispanics.
To address these objectives, OTX conducted Attitude & Usage survey among these groups.
All qualified respondents were US residents age 18+, internet users and have purchased at least one of the following in the next 6 months:
• Auto
• Retail
• Tech
• CPG
Each respondent was assigned into one of the product categories they qualified for and answered a subset of questions specific to their category purchase.
Interviews were conducted in October, 2010 yielding a total sample of 4,117 respondents.
On average, the survey took approximately 20 minutes to complete.
2
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Google Confidential and Proprietary
The Four Truths About Hispanics...
Hispanics are
2 Social Media Shoppers
Hispanics
3 MaximizeMobile Media
3
Hispanics are1 High Speed
4 Online is Hispanics‟
GPS to the Store
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Google Confidential and Proprietary
The Four Truths About Hispanics...
Hispanics are
Hispanics devour digital media over high speed connections. Be culturally relevant across all digital mediums.1 High Speed
Hispanics areVideo drives online and offline purchases. Leverage YouTube, the largest online video inventory, to reach this demographic.
2 Social Media Shoppers
HispanicsHispanics over-index on smartphone adoption. Join the conversation when they are on the go and searching locally.
3 MaximizeMobile Media
Online advertising drives both in store and online transactions. Think digital first when you define your marketing strategy.
4 Online is Hispanics‟
4
GPS to the Store
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Google Confidential and Proprietary
The Truth AboutMedia & Search
Truth #1:
Hispanics areHigh Speed
Google Confidential and Proprietary 5
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Google Confidential and Proprietary
No More Digital Divide…
Source: Google US Hispanics 2010, October 2010, OTX. Base: Total. TECH2. What type of Internet connection(s) do you have in your home?A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
Google Confidential and Proprietary 6
of Hispanics online have broadband
86%
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Google Confidential and Proprietary
…and Rely on the Internet
Google Confidential and Proprietary 7
Source: Google US Hispanics 2010, October 2010, OTX.USH4. Now we'd like to get a sense of how you gather information. Please select all the sources you use to learn about productsor services that you purchase. A box indicates significant difference from comparative group(s) at 95% confidence.
78%Use the internet asa Primary Source of Information
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Google Confidential and Proprietary
Search and Video Drive Media Usage
8
Source: Google US Hispanics 2010, October 2010, OTX.Base: Total. Q4. Now we‟d like to get a sense of how you gather information online. Please select all the online sources of information you typically use. A box indicates significant difference from comparative group(s) at 95% confidence.
of US Hispanics typically use Search Engines for Information
84%
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Google Confidential and Proprietary
US Hispanics Are Google Users
9
Source: Google US Hispanics 2010, October 2010, OTX Base: Search Engine Users. Which of the following search engines do you use to gather information online? / A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
93% of US Hispanics use as their primary search engine
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Google Confidential and Proprietary
Search Prompts Action
10
Source: Google US Hispanics 2010, October 2010, OTX.Q5. How have each of the following online sources helped you as you researched and gathered information in the past?A box indicates significant difference from comparative group(s) at 95% confidence.
“Search prompted me to talk to others”
16%
“Search prompted me to visit a retailer”
27%
“Search provided information that helped me make a decision”
48%38%
“Search introduced meto a product I didn‟t know about”
71%
“Search helped me learn more”
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Google Confidential and Proprietary
Online Actions
Search Generates Distinct Online & Offline Action for US Hispanic Advertisers
61%Visited a specific
brand‟s website
49%Talked to others about
something learned from search
38%Visited an online video website
48%Visited a social networking site
54%Made a purchase online
11
Source: Google US Hispanics 2010, October 2010, OTXBase: Search Engine Users. S9. As a result of having used a search engine, which of the following actions have you taken? Please select all that apply. A box indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
Offline Actions
Search Generates Distinct Online & Offline Action for US Hispanic Advertisers
Visited a Retailer46%
Made a purchase in-store43%
Recommended a brand, product or service to others
36%
Looked for more information offline29%
12
Source: Google US Hispanics 2010, October 2010, OTXBase: Search Engine Users. S9. As a result of having used a search engine, which of the following actions have you taken? Please select all that apply. A box indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary 13
TV Is an Effective Trigger to Search
of Hispanics have used a search engine to find more information on something seen on TV
Source: Google US Hispanics 2010, October 2010, OTXBase: Search Engine UsersS5. Have you ever used a search engine to find more information on something that you …A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
78%
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Google Confidential and Proprietary
The Truth AboutOnline Video
Truth #2:
Hispanics are Social Media Shoppers
Google Confidential and Proprietary 14
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Google Confidential and Proprietary
Hispanics Visit Video Sites more Often
15
64% of Hispanics visit video sharing sites
vs. 50% of the general populationSource: Google US Hispanics 2010, October 2010, OTXBase: Visit online video sites V1. Earlier you mentioned that you visit online video sites to gather information. Which of the following online video sites do you visit?A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
Hispanics Watch a Variety of Videos Online & Engage with Longer Form Content
16
67%movie clips & trailers
44%technology related videos
Over 30%product reviews; beauty and fashion videos; health related videos
US Hispanics watch a significant amount of professionally produced videos
Source: Google US Hispanics 2010, October 2010, OTXBase: Visit online video sites V2. In general, which of the following types of videos do you typically watch on the Internet? Please select all that apply. A box indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
Video Is a Social Activity
17
Hispanics read comments on videos as often as the
general population but are more likely to leave comments
Source: Google US Hispanics 2010, October 2010, OTXBase: Visit online video sitesV3. Which of the following activities do you do when you‟re on online video sites, if any? Please select all that apply.A box indicates significant difference from comparative group(s) at 95% confidence.
57% of Hispanics
share videos
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Google Confidential and Proprietary
YouTube Consumption
18
of US Hispanics who watch online video visit YouTube
94%Source: Google US Hispanics 2010, October 2010, OTXBase: Visit online video sitesV1. Earlier you mentioned that you visit online video sites to gather information. Which of the following online video sites do you visit?A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
Video Provides a Wealth of Relevant Product Information
19
When Hispanics view videos while shopping,
66% consider product reviews and ratings.
Google Confidential and Proprietary
Source: Google US Hispanics 2010, October 2010, OTBase: Visit online video sites (& have taken action as a result)V5. Which types of online videos have you viewed while shopping or making purchasing decisions? Please select all that apply.A box indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
Video Drives Purchases Online and Offline
41%of Hispanics watching video leads to a purchase online…
33%made a purchase in-store
Google Confidential and Proprietary 20
Source: Google US Hispanics 2010, October 2010, OTXBase: Visit online video sites (& have taken action as a result)V5. Which types of online videos have you viewed while shopping or making purchasing decisions? Please select all that apply. A box indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
The Truth About Mobile
Truth #3:
Hispanics Maximize Mobile Media
Google Confidential and Proprietary 21
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Google Confidential and Proprietary
Hispanics Maximize Mobile Media
22
of US Hispanics use a mobile phone regularly93%
Source: Google US Hispanics 2010, October 2010, OTXBase: Total M1. Which of the following types of mobile phones, if any, do you use regularly?
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Google Confidential and Proprietary
87% of
U.S. Hispanics who use mobile phones have „contract plans‟
with only 8% opting for pre-paid alternatives
23
Most Hispanics Have ‘Contract Plans’
Google Confidential and Proprietary
Source: Google US Hispanics 2010, October 2010, OTXBase: Use smartphone regularly M3. Which of the following best describes the type of service you have on your smartphone? A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
Hispanics Maximize Mobile Media
24
Hispanics are
significantly
more likelyto have a smartphone
than the general
population. 45% of
USH vs. 34% of Gen
Pop
Source: Google US Hispanics 2010, October 2010, OTXBase: Total. M1. Which of the following types of mobile phones, if any, do you use regularly?
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Google Confidential and Proprietary
70%
Search Dominates Smartphone Usage
Google Confidential and Proprietary 25
of Hispanics use their smartphones to searchmaking search enginesthe most popular websites visited by Hispanics on smartphones.
movie showtimes
Source: Google US Hispanics 2010, October 2010, OTXBase: Use smartphone regularlyM4. How often do you use your smartphone to access the Internet?A letter indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
Televisions
Mobile is Already an Important Componentof the Purchase Funnel
26
Over 40%of Hispanics are comparing prices and locating retailers viatheir smartphones.
Source: Google US Hispanics 2010, October 2010, OTXBase: Use smartphone regularlyM10. In which of the following ways, if any, have you used your smartphone to do your shopping in the past?A box indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
The Truth AboutPurchase Considerations
Truth #4:
Online is Hispanics’GPS to the Store
27Google Confidential and Proprietary 27
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Google Confidential and Proprietary
They Use Search to Shop
28
of Hispanics useSearch Engines to shop for and gather info on products.
53%
Google Confidential and Proprietary
Source: Google US Hispanics 2010, October 2010, OTXBase: Use internet to gather retail-specific infoC2. Please select all of the online sources you used to shop for and gather information on <product>. A box indicates significant difference from comparative group(s) at 95% confidence.
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Google Confidential and Proprietary
Action Taken as a Result of Online Ads
61% of Hispanics made a purchase in-store as a result of seeing online advertisements while researching products…
…22% more than the general population
29
Source: Google US Hispanics 2010, October 2010, OTXBase: Recall seeing/hearing any adsC7. And, which of the following actions, if any, have you taken as a result of seeing or hearing any advertisements while gathering information for <product>?
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Google Confidential and Proprietary
The Four Truths About Hispanics...
Hispanics are
Hispanics devour digital media over high speed connections. Be culturally relevant across all digital mediums.1 High Speed
Hispanics areVideo drives online and offline purchases. Leverage YouTube, the largest online video inventory, to reach this demographic.
2 Social Media Shoppers
Hispanics Hispanics over-index on smartphone adoption. Join the conversation when they are on the go and searching locally.
3 MaximizeMobile Media
Online advertising drives both in store and online transactions. Think digital first when you define your marketing strategy.4
Online is Hispanics‟ GPS to the Store
30
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