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Hispanics and Technology

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

Click here to view more content from The Hispanic Issue.

via adweek.com

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Article: XFINITY Latino Launches Hispanic Facebook Page Featuring Sofia Vergara

XFINITY Latino Launches Hispanic Facebook Page Featuring Sofia Vergara
http://www.hispanicize.com/social-media/xfinity-latino-facebook-page

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Engage:Hispanics: Digging Deeper To Understand The Hispanic Mobile Opportunity

Digging Deeper To Understand The Hispanic Mobile Opportunity

Everyone has seen the endless data and research on Hispanics and mobile:

  • Hispanics have the highest penetration for mobile phones (eMarketer, 2011)
  • Hispanics over-index the general market on their adoption of smartphones (Nielsen, 2011)
  • Hispanics are more likely use their mobile device to download music, play games, access social networking sites (Scarborough, 2010)
  • Hispanics are more receptive than other groups to receiving and trusting mobile delivered messages (THI, 2011)

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?

  • What are the relevant differences between Hispanics and non-Hispanics in their use of smartphones that shed light on their different in-store mobile experiences?
  • Do differences in ethnicity play any significant role in shaping in-store mobile experiences, or are the commonalities greater than the differences (i.e., Mexican-American vs. Puerto Rican)?
  • What are new ways to leverage in-store mobile retail that will have special appeal to Hispanic shoppers?

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.

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Research Brief: Teens and “Digital Citizenship”

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:

  • 12% say they witnessed cruel behavior “frequently”
  • 29% say they saw meanness on social network sites “sometimes”
  • 47% say they saw such behavior “only once in a while”

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.

  • 7% of adult social media users witness meanness or cruelty “frequently” on the sites
  • 18% say they saw meanness on social network sites “sometimes”
  • 44% say they saw such behavior “only once in a while”

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.

  • 65% of social media-using teens have had an experience on a social network site that made them feel good about themselves
  • 58% of social media-using teens have felt closer to another person because of an experience on a social network site

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:

  • 25% of social media teens have had an experience on a social network site that resulted in a face-to-face argument or confrontation with someone
  • 22% have had an experience that ended their friendship with someone
  • 13% have had an experience that caused a problem with their parents
  • 13% have felt nervous about going to school the next day
  • 8% have gotten into a physical fight with someone else because of something that happened on a social network site
  • 6% have gotten in trouble at school because of an experience on a social network site

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.

  • 12% of all teens report being bullied in person in the last 12 months
  • 9% of all teens have been bullied via text message in the last 12 months
  • 8% say they have experienced some form of online bullying, such as through email, a social network site or instant messaging
  • 7% say they have been bullied by voice calls over the phone
  • Girls are much more likely than boys to report they had been bullied in various ways, except in-person bullying, which happened to boys and girls in roughly equal proportion

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.

  • 95% of social media-using teens who have witnessed cruel behavior on the sites say they have seen others ignoring the mean behavior; 55% witness this frequently
  • 84% have seen people defend the person being harassed, with 27% seeing this frequently
  • 84% have seen others tell someone to stop; 20% report seeing this frequently

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.

  • 90% of social media-using teens who have witnessed online cruelty say they have ignored mean behavior on social media, and 35% have done this frequently
  • 80% say they have defended the victim; 25% have done so frequently
  • 79% have told the other person to stop being mean and cruel; 20% have done so frequently

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.

  • 67% of social media-using teens have witnessed others joining in the harassment they have seen. Teens are more likely to say they see joining in “once in a while” (24%) or “sometimes” (23%), than they are to report seeing it frequently (19%)
  • 21% of social media-using teens who have witnessed online cruelty say they have joined in. 12% of these teens say they have joined in the mean behavior only “once in a while,” 7% say “sometimes” and 2% say they have done it “frequently.”

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.

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Adjusted Socioeconomically, Hispanics and Whites Neck and Neck in Digital Use

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
Hispanic 65% 45% 76%
Whites 77 65 85
AfricanAmerican 66 52 79
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)
Network Viewers
Fox 4.6MM
CBS 3.8
ABC 3.2
NBC 3.1
UNI 1.9
TELE 0.65
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:

  • July 2010 was the first month in which Univision attracted more 18-to-34-year-old viewers in primetime than any network, including ABC, CBS, Fox and NBC
  • About half of the nights during the first quarter of 2011 it attracted more 18-to-49-year-old viewers than NBC
  • For 22 nights over the February 2011 sweeps period, Univision had higher ratings in primetime than at least one of the big four English-language networks in the 18-34 or 18-49 age groups
  • Later, for a week in April 2011, Univision attracted more primetime viewers than NBC – the second time in four weeks that it edged out a big network
  • And for a week in May 2011, Univision was the No. 3 broadcast network in primetime, ahead of CBS and NBC with 1.1 million viewers ages 18 to 34

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:

  • The Latino Print Network, whose measures include both Spanish and English language newspapers aimed at the Hispanic population, estimated Hispanic newspaper ad spending in 2010 at $712 million, a 5.6% drop from $754 million a year earlier
  • In 2010, local ads accounted for 78% of all Hispanic newspaper ad revenue, or $554 million, according to Latino Print Network. National ad revenue accounted for 21% ($151 million); online web advertising represented only 1% of ad revenue ($7.2 million)
  • By the most recent count (fall 2009), there were 1,323 Spanish-language stations
  • Pew estimates Spanish-language magazine ad spending grew 5% year-over-year in 2010

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.

For more information, please visit the complete Pew report here, or the excerpts from Marketing Charts here.

Via MediaPost Publications Adjusted Socioeconomically, Hispanics and Whites Neck and Neck in Digital Use 09/19/2011

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When Multicultural Is The Culture | NielsenWire

The following post is courtesy of Nielsen Wire.

When Multicultural is the Culture

June 23, 2011
The 2010 Census confirmed something Nielsen has been noting for some time: multicultural consumers are rapidly becoming the majority in the United States and their buying power is significant. Understanding their purchasing and media habits is the next big challenge/opportunity facing marketers and brands today. Taking a deep dive into data and trends within the African American, Asian American and Hispanic communities, Nielsen’s Claudia Pardo laid out compelling statistics and a demographic framework shaping the future. It’s clear that marketers and brands will be forced to rethink their perspective — and their share of spend — when it comes to multicultural groups.“Can anyone in the room honestly say they’re doing everything they can to satisfy the consumption needs of this population?” Pardo asked attendees. “The demographic growth of these groups is simply becoming too great to ignore.” The good news, noted Pardo, is that multicultural groups are actually more loyal to brands and there’s an opportunity to win a consumer for life.

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.

BUYING

Hispanics

  • Spend the most per trip and annually
  • Shop less often, usually with family

Blacks/African Americans

  • Shop more frequently than any other ethnicity
  • The most brand loyal; fewer purchases of private label

Asian Americans

  • Most likely group to compare prices and shop online
  • Frequent fewer super centers, dollar stores or convenience stores
WATCHINGDaily Total household TV usage by Race and Origin

  • Hispanics: 4hrs 35min
  • Blacks/African Americans: 7hrs 12min
  • Asian Americans: 3hrs 14min
  • National Average: 5hrs 11min

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:

  • What is your share of the multi-cultural market?
  • Do you know this consumer better than your peers?
  • Are you fishing where the fish are?
  • Do you have the depth of consumer insight to ensure you deploy the most effective marketing mix?
  • Is your advertising culturally relevant?
  • Is your organization ready?
  • Are you investing in the right structures and incentives to ensure multi-culturalism remains top of mind?

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:

  1. Create Internal Champions: From creating a Center of Excellence for multicultural marketing, through tracking success via executive scorecards, all panelists agreed that a multi-cultural approach must be a top-down business imperative to avoid a transient, “flavor of the month” approach to engagement.
  2. Scale Your InvestmentBill Imada advised participants to “start small, get some wings, build confidence and go from there.” He maintained that many companies do not exploit what they already know and have in their historic “corporate inventory.” He advised participants to find which current product lines make the most sense in multi-cultural markets, to pick just one of the population segments with the biggest opportunity and build as much cultural learning and competency as possible before roll-out to other populations as part of an organic growth strategy. Idaliz Chacon said it was important to understand the “size of the prize” to build product category and right-size the investment. To close share gaps faster, she indicated that companies should “invest to win,” even disproportionately if necessary. This view was shared by Angela Joyner who stated that trying to drive brand penetration into new markets would potentially require substantial investment as part of a five year strategy to build brand presence and advocacy.
  3. Don’t over-segment: For an effective segmentation strategy, all panelists agreed that it was more important to look for similarities than differences among the focus population and that over-segmentation would decrease the opportunity. Roberto Ruiz stated that the key to effective segmentation is “actionability” and that the nuance of “bi-culturalism” of individuals, for instance being “dominant Hispanic,” while “fascinating,” was completely “worthless” as a segmentation consideration on the basis that people tend to be entirely immersed in both aspects of their culture.
  4. Get out of the Office and Into the Street: “Consumer immersion” was considered the most powerful way to energize a company’s multi-cultural strategy and summarized as “the power of being there and seeing what’s going on.” Leveraging employee ethnic groups within organizations was viewed as a unique asset companies could deploy to generate proprietary insight and delight and win with diverse consumers.
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ESPNDeportesLosAngeles.com selects Beehive Group for Local Campaign

 We’re thrilled to be working with ESPN to create a 10-spot campaign for ESPNDeportes! Be sure to check out their site and stay tuned for the television campaign coming soon!

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Prom promotion for Latinos promises an iPad

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

Rating: PG
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.


Official Site We like it.  It understands who its target audience – Teens!  Lots of info, contests, music and more.
Facebook Good. Has a full info sheet, contests, extra videos and more.
Twitter This is the ‘dirt alert’ dedicated to this film title; gives you the dirt on everything happening with the film
Hashtag: #Prom

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Android OS Share of Market is 29%, Beating Apple’s 27%

Nielsen | Top 10 Mobile | Mobile Media Marketing.

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