hispanic mobile and social networking for ad tech 11410
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Jerry RochaVP, Media Solutions
Mobile and Social in Hispanic America 2010
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
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
White Black Asian Others Hispanic
Newborns Will Be Majority Multi-cultural Before 2020
The New Face of Opportunity
U.S. Census Bureau
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40,454
14,2419,246
47,756
201,112
50,442
22,58014,831
73,055
209,176
61,361
33,43022,437
102,560
210,283
Black alone Asian alone All other races Hispanic (of any race) White alone, notHispanic
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"
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$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 orAlaskan Native
Other
Questions used: Q455Note: 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-HispanicsAverage Spending Per Month by EthnicityUS 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
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Ethnic Subscriber Share by Carrier
Ethnic Subscriber Share by CarrierUS 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
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
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
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
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
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
Smartphone Ethnicity ShareAcquired Device in the Past 6 Months
60%
46%
63%54%
44%
40%
54%
37%46%
56%
Total Hispanic White Black/African-American
Asian/PacificIslander
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.
Smartphone Operating System ShareAcquired 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/PacificIslander
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
Media Activities Used in the Past 30 DaysBelong 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.
Social Networking Activities in the Past 30 DaysBelong 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/PacificIslander
No to SocialNetworkingActivities in the Past30 Days
Yes to SocialNetworkingActivities in the Past30 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.
% 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%
