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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 behavior
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Digital HispanicsHatchery Briefing - Thu, 12/17/2009
Digital is Everywhere, for Everybody
Mobile
• Hispanics use +1,000 minutes a month
• 50 percent more than non-Hispanic whites
Why Mobile
• Social Flow
• The Hispanic demo is young
• Generational Exchange
• Parents adopt their children’s tools
• Costs Less
• Compared with broadband and PCs
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
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
• 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
Web• The Web still matters for Hispanics
• Hispanic Web users skew bi-lingual and higher HH income
• That’s why “Toggle” is important
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.
Let the consumer engage as s/he feels in the moment -- dynamically.
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
Social Networking is Booming among Hispanics
Growth In Internet Usage is Higher Among Hispanics
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.
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