Upload
sensis
View
4.096
Download
0
Tags:
Embed Size (px)
Citation preview
Back to the future
By 2050, 1 in 3 adults will be Latino by 2050
What does this tell us?
Source: US Census Bureau
The future is now
There are a lot of young Hispanics either in the U.S. right now or that will migrate here in the
coming decades
Hispanic youth represent 20% of the total U.S. teen population
Some numbers
• More than 1/3 of all U.S. Hispanics are 18 or younger (half are under 26)
• 80% of Hispanic youth are US-born
• Over 50% of Hispanic youth live in CA or TX
Source: Center for Reproductive Health Research and Policy, Department ofObstetrics, Gynecology and Reproductive Sciences / The Institute for Health Policy Studies, UCSF
“The 40% Perception”
• They are feeling their influence growing.
• When asked what percentage of the U.S. they believe is Hispanic, the average of all response was 40% (the actual Census figure is 15%)
• 49% believe they are the group with “the greatest influence on trends” in the United States.
Source: The Intelligence Group, 2008 Latino Lifestyle Study
Latinas Rising
• In a departure from previous generations, young Latinas are feeling empowered and excited about the independence and choices they have
• For example, among young Latinos, only 32% would aspire to be a stay-at-home parent, vs42% of non-Latinos.
Source: The Intelligence Group, 2008 Latino Lifestyle Study
Cautious Optimism
• Young Latinos are largely optimistic and social
• They are more likely to say they are “happy” compared to non-Latinos (63% vs. 53%)
• They are twice as likely as non-Hispanics to prefer a “large group of friends” versus a “few close friends.”
Source: The Intelligence Group, 2008 Latino Lifestyle Study
The “New Generation Latino”
13
New Generation Latinos (NGL’S)• Predominantly U.S.-born (2nd & 3rd generation)• Bilingual/Bicultural• Consume mostly English-language media and select in-culture
channels• Fall within 12-34 media “sweet spot”
What they’re about…
• Lifestyle Activators: Music, Food, Entertainment, Literature and Travel
• Extroverted, outgoing and outspoken
• “WIRED!”
• Trendsetters
• Choose brands based on who they’re with and where they are
What they’re about…
• Value looking good and are looking to feel good
• Defined by “culture” not exclusively by language•• Tremendous Latin Pride and desire to express it
• Value connection, community and relatedness with others like them
• Online social networking is a start point for social interaction, not the end result.
Language
• They are language-neutral
• They are very bilingual, going in and out of languages all the time
• As kids, they grew up speaking Spanish at home but they were educated in English
• Most cannot write or read Spanish
Social Networking
• There is no digital divide for this generation
• 88% of young Latinos report having a MySpace or Facebook profile, actually higher than non-Latinos (87%).
Source: The Intelligence Group, 2008 Latino Lifestyle Study
Television
• Hispanic youth watch TV– 12-25 group spend 7.3 hrs / week watching TV– 25-34 group spend 8.3 hrs / week watching TV
• Younger Hispanic Internet users (ages 12 to 34) spent more time online per week than they did watching TV
Source: Terra Networks, “Terra.com Hispanic Syndicated Survey”
Radio
• Radio Reach among Hispanic Youth– Teens: 96%– 18-24: 95%
• Radio consumption – Teens: 17.06 hrs / week– 18-25: 22.04 hrs / week
Source: RAB, Teens & Young Adult Reach & TSP – RADAR 87, Dec 05
Multi-Tasking
• Hispanic Youth either “always” or “frequently” watch TV while they are online– 12-24 age group: 73%– 25-34 age group: 68%
Source: Terra Networks, “Terra.com Hispanic Syndicated Survey”
This is not your parent’s Hispanic advertising
• Don’t start with the big Spanish TV networks– At least not the usual suspects (Univision,
Telemundo)
• Forget about newspapers or magazines
Where to start
• Social and music– These are key entry points
• Use multiple platforms – Often within the same media company
• Target, Target, Target
• Test emerging media– This group is often way ahead of our planning
tools
YAAO / We’re Fed Up
• YAAO (Youth Activism Against Obesity) is a youth‐driven advocacy and social marketing campaign primarily targeting Hispanic teens (14-18) in LA County
• How do you effectively reach Hispanic teens with a complex social marketing message?– Shift consciousness & understanding of
• food marketing• eating choices• Lifestyle habits• Environmental influences
U.S. Army Overview
• Create awareness, increase propensity, and ultimately drive quality leads among Hispanic prospects to the U.S. Army, Army Reserves, and ROTC
• Target: 18-24 year old Hispanics in U.S. and Puerto Rico
• How have we done it?
credentials .033
A new market with new rules
• Language is nuanced
• Digital platforms should drive efforts
• Traditional media is still important, but must be carefully selected
• Very different insights must drive communications
this is sensis.Full service advertising agencyEverything is digitalEngaging the hard-to-reachImpacting mass marketThe new agency of record
our services
online media & marketingbanners / rich mediavideoemailsearch engine marketinggamingmobile
strategy
digital strategy
analytics
personas
digital-centric advertising
creative & media (TV, radio, OOH, print)
multicultural
experiential
buzz / PR
web sites
web site design
content management systems
web & desktop applications
accessibility
social media
social networking
blogging
bookmarking
widgets