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If you’re just looking for news, please check out Marketing to Latinos.
Hi. We’ve moved to a new home online at Beehive (www.beehive.me). See you there!
If you’re just looking for news, please check out Marketing to Latinos.
Advertisers need to keep many factors in mind when marketing to Hispanics, and technology is a key one of them. Hispanics are early adopters of the latest devices, including Internet-enabled TVs, e-readers and iPads.
They’re also slightly more likely than the overall population to own a mobile phone. The Internet is a prime source of entertainment, and social media are a big part of that, with Hispanics spending more hours a day on social networks than other ethnic groups or races.
Infographic: Carlos Monteiro
XFINITY Latino Launches Hispanic Facebook Page Featuring Sofia Vergara
Digging Deeper To Understand The Hispanic Mobile Opportunity
Everyone has seen the endless data and research on Hispanics and mobile:
Considering Hispanics are one of the fastest-growing market segments in the U.S., figuring out how to reach them through mobile will increasingly define the how brands are able to successfully engage this group of users.
Unfortunately, most of the data on Hispanics and mobile technology focus on basic penetration and usage data. While this is great for establishing that an opportunity exists to reach Hispanics via mobile, it does little to provide actionable insights to marketers looking to aggressively take advantage of the opportunity. How should a consumer package group brand target Hispanics via mobile? How should a major retailer take advantage of the millions of Hispanics with smartphones entering their stores daily? Other than making sure your existing Hispanic (digital) marketing is mobile-friendly, there is very little to go on.
More and deeper data is needed.
A good place to start would be to look at the Hispanic mobile opportunity in-store. Specifically, identify opportunities for retailers to connect with Hispanic shoppers through new mobile experiences in stores. Considering Hispanics’ discretionary spending surpassed $129 billion in 2010 and seven of the top 50 Hispanic advertisers were retailers, a better understanding of this space would appear highly lucrative.
For instance, language aside, what specific opportunities exist for creating an in-store mobile strategy that appropriately reflects the norms and cultural priorities of Hispanic populations?
Conversely, what are the risks in creating an in-store mobile strategy that fails to account for these norms and priorities? Are there any deficiencies – apart from language – Hispanics find with in-store mobile experiences designed for non-Hispanic audiences?
Looking at Hispanic in-store mobile behavior and opportunities is just the beginning. There no doubt exist countless opportunities to better understand Hispanics and their mobile behavior and activity vis-à-vis the entertainment, automotive, fast casual dining, and beer and spirits categories.
Teens and “Digital Citizenship”
A recent report conducted by the Pew Research Center, in partnership with the Family Online Safety Institute, and supported by Cable in the Classroom, found that most American teens who use social media say that in their experience, people their age are mostly kind to one another on social network sites.
95% of all teens ages 12-17 are now online and 80% of those online teens are users of social media sites. Many log on daily to their social network pages and these have become spaces where much of the social activity of teen life is echoed and amplified in both good and bad ways.
Overall, 69% of social media-using teens think that peers are mostly kind to each other on social network sites. Another 20% say that peers are mostly unkind, while 11% volunteered that “it depends.”
In a similar question asked of adults 18 and older, 85% of social media-using adults reported that people are mostly kind to one another on social network sites, while just 5% felt that people are mostly unkind.
With the impact of current awareness of bullying, this research focuses on social network sites to understand the types of experiences teens are having there and how they are addressing negative behavior when they see or experience it. As teens navigate challenging social interactions online, the study focuses on who it is that influences their sense of what it means to be a good or bad “digital citizen,” how often do they intervene to stand up for others, and how often do they join in the mean behavior.
Among social media users, 88% of teens have seen someone be mean or cruel to another person on a social network site. Asked, “When you’re on a social networking site, how often do you see people being mean or cruel?” teens who use social network sites say the following about how frequently they witnessed such behavior:
Adults are less likely to say they have seen meanness on social media, with 69% of adult social media users saying they have seen people being mean and cruel to others on social network sites.
15% of teen social media users have experienced such harassment themselves in the past 12 months, while 85% of them have not. 13% of social media-using adults 18 and older report that someone had been mean or cruel to them on a social network in the last 12 months.
Among the social network site-using teens who have experienced cruelty or mean behavior on social network sites, there are no statistically significant differences by age, gender, race, or socio-economic status. Mean or cruel behaviors are equally as likely to be older teens or younger teens, girls or boys, and youth from higher-income families or those from lower-income families.
With regard to experiences and interactions media-using teens may have had with other people on social network sites, 78% of teens report at least one positive outcome from their interactions on social network sites.
A substantial number of teens report specific negative outcomes from experiences on social network sites, with 41% of teens saying they have experienced at least one of the negative outcomes asked about:
19% of all teens report that they have been bullied in the last 12 months in at least one of the four scenarios considered. Half of bullied teens say they were bullied in multiple ways.
Social media-using teens who have witnessed online cruelty say that people most often appear to ignore the situation, with a slightly smaller number of teens saying they also see others defending someone and telling others to stop their cruel behavior.
When asked about their own behavior, social media-using teens are most likely to say they ignore the behavior themselves, though others defend the victim and tell people to stop.
Despite the high likelihood of teens seeing bystanders responding positively by standing up for or defending the attacked individual, they are also likely to witness others joining in the mean behavior.
In response, notes the study, parents are using hardware and software-based tools to monitor their teens’ online activities or block them from accessing certain content. 54% of parents say they use parental controls or other means of filtering or monitoring their child’s computer-based online activities, while 39% of online teens report that their parents use this type of software or feature in a browser or operating system to manage their teen’s computer-based internet experience.
Given that so many mobile phones now incorporate easy internet access, and because of the ways that information in the form of text, photos, or videos can be recorded and shared with others on phones, companies have responded to parent and policy maker requests for parental controls for phones on family plans.
Teens and parents report that parents are taking advantage of these controls for cell phones, with 34% of parents reporting use of parental controls to restrict mobile phone use and 19% of teens reporting their parents’ use of the tools. Two percent of teens do not know if their parents use the controls. Parents of younger teenage boys (those ages 12-13) are the most likely to have restricted their teen’s cell use.
According to a another recent study, the bulk of the parents who do not use parental controls report that they feel they are unnecessary, either because of rules already in place, or because they trust their child to be safe.
The data discussed in this report are the result of a three-part, multi-modal study that included interviews with experts, seven focus groups with middle and high school students, and a nationally representative random-digit-dial telephone survey of teens and parents. The margin of error for the full sample is ±5 percentage points.
To review a short summary, and access to the complete study in PDF format, please visit Pew here.
According to a study from the Pew Research Center, reported in Marketing Charts, 65% of Latino and 66% of African American adults went online in 2010, roughly 14% less than the 77% of white adults who did so. Additionally, only 45% of Latinos have broadband access at home, 13% less than the 52% of blacks and 31% less than the 65% of whites with home broadband access.
When controlling for education and income, the differences in these three measures between Hispanics and whites disappear. In other words, Hispanics and whites with similar socioeconomic backgrounds have similar usage patterns. Moreover, those born in the US and bilingual and English-dominant Latinos were more likely to use digital technologies.
|Latinos Less Plugged-In (% of Respondents)|
|Ethnicity||Internet Use||Home Broadband Access||Cell Phone Use|
|Source: Pew Hispanic Center Survey, August 2010|
Pew analysis indicates that bilingual and English-dominant Hispanics are far ahead of Spanish-dominant Latinos in many measures of digital usage, too. Spanish-language Latinos are significantly less likely to use the internet, have a home internet connection, have home broadband access, or have a cell phone than English-dominant and bilingual Latinos. However,Spanish-dominant Internet usage has increased to 47% in 2010.
In Latino TV consumption, Spanish-language Univision is now the fifth-largest network in primetime audience in the US. Univision dwarfs all other Spanish-language broadcasters in the US. In the 2010-2011 television season, Univision was the only major US TV network to grow average primetime audience among 18-49 year olds, up 8% compared to the season before. For the same demographic group among the English-language networks, Fox lost 4%, CBS lost 8%, ABC lost 9% and NBC lost 14% in the same period.
|Univision Competes With Big Four Networks (Viewers 18-49; Millions; Season Avg. Through 5/15/2011)|
|Source: Nielsen, May 2011|
In total viewers, Univision remains behind its English-language counterparts (ABC, CBS, Fox and NBC). But it has closed the gap substantially in recent years. For the season running June 2010-May 2011, Univision averaged 1.9 million viewers ages 18 to 49 in primetime, just more than a million shy of the fourth-ranked English-language network, NBC.
On a number of occasions throughout the 2010/2011 season, moreover, Univision even surpassed one or more the English-language networks:
César Conde, president of Univision, told the Miami Herald that “… Univision has gotten so big over the years that our primary competition is the English-language networks… ”
Additional findings noted in the report:
And, according to a July 2011 survey from the Pew Research Center, younger adults, minorities, and lower income earners who own smartphones are likeliest to use them to access the internet. 42% of 18-to-29-year-old smartphone owners mostly use them for web access, double the 21% of 30-to-49-year-olds who do so and more than four times the 10% of smartphone owners 50 and older, while 38% of black and Latino smartphone owners mostly use the devices for web access, more than double the 17% of white smartphone owners who do so.
The following post is courtesy of Nielsen Wire.
In the past multiculturalism was talked about as a melting pot, but it’s really more like a salad bowl where each group stands out and is different in the way they value their culture and traditions. Pardo offered examples of notable distinctions in the way these diverse groups shop and consume media.
|WATCHINGDaily Total household TV usage by Race and Origin
Pardo noted that understanding these and other details (such as understanding that multicultural consumers are actually ahead of the curve when it comes to mobile phone adoption, understanding their different TV viewing and online browsing habits, or ensuring that ethnicities are portrayed more often and more appropriately in ads) is key to seizing the massive market opportunity ahead.
“The story here is that within the next five years, multicultural clients will drive 86 percent of the total growth on spending in retail,” Pardo highlighted. “If you look at growth without these groups, you are only addressing 10 percent of the growth.”
Pardo suggested a number of key questions organizations should ask before embarking on an effective multi-cultural strategy:
A panel discussion with Roberto Ruiz of Univision, Idaliz Chacon of Procter & Gamble, Angela Joyner of ConAgra Foods and Bill Imada of IW Group followed the presentation and generated the following guidance for organizations looking to engage in effective multicultural strategies:
Beehive is hosting a promotion to make sure Latinos hear about Disney’s upcoming film PROM. Check out the trailer and be sure to share the tweet to enter.
ALERT: PROM is giving you a chance for a shiny new iPad2 just for watching this trailer! It’s simple, just tweet: “#PROM movie lovers. Chance 2 win ipad! Watch trailer http://bit.ly/hJBo7o & RT to enter 4 chance 2 win. #promiPad Rules: http://goo.gl/GLU32“
Synopsis: At “Prom,” every couple has a story and no two are exactly alike. Several intersecting stories unfold at one high school as the big dance approaches; “Prom” portrays the precarious passage from high school to independence as some relationships unravel and others ignite. For Nova Prescott (Aimee Teegarden), it’s a battle of wills as she finds herself drawn to the guy (Thomas McDonell) who gets in the way of her perfect prom. Fellow seniors Mei (Yin Chang) and Tyler (De’Vaughn Nixon) harbor secrets, while others face all the insecurity and anticipation that surrounds one of high school’s most seminal events. There are hundreds of nights in high school, but there’s only one “Prom.” Featuring an emerging ensemble cast and a powerful soundtrack, “Prom” hits theaters April 29, 2011.
Starring: Aimee Teegarden, Thomas McDonell, Danielle Campbell, Yin Chang, Kylie Bunbury, Nicholas Braun,Jared Kusnitz, Jonathan Keltz, De’Vaughn Nixon, Nolan Sotillo, Cameron Monaghan , Joe Adler, Janelle Ortiz,Raini Rodriguez
Genre: Family, Comedy, Drama
Latino POV: It’s a nice family appropriate film with a good multi-cultural cast. One of the nice things about seeing this film with the family, will be giving Latino parents who never experienced prom themselves access and insight into what their kids are talking about. Prom is like a quinceanera, but without all of the parents and primos looking over you shoulder.