Online
U.S. Hispanics Are Internet
Trend Setters, Study Shows
Online Hispanics in the U.S. are "media mavens," consuming and adopting
media and technology at a higher rate than the general population, according
to new research released by Yahoo! Telemundo and Experian Simmons Research.
The study found that Hispanics lead the general market in "media meshing"
and use of key mobile phone features as they spend more than half of each
day engaged with television, Internet and technology gadgets. Overall, Hispanics
identified 51 hours of total daily activities, including 14 hours with technology
and 13.5 hours with media. Online U.S. Hispanics regularly combine TV and
Internet to enrich their media experience and would like to see more online
options in Spanish.
The study, entitled "Conexion Cultural/Connected Culture," included
results from a poll of more than 2,600 18-55 online Hispanics that consume some
Spanish language media weekly, combined with extensive in-home interviews and
media usage diaries from 24 Hispanic families in three major U.S. markets. Compared
to other studies that address Internet use among Hispanics, this study focused
on online Hispanics who regularly consume Spanish language media in order to
identify the role that the Internet and TV play in their lives.
"In Hispanic households, TV serves as a backdrop to everyday living,"
said Michele Madansky, vice president, global market research, Yahoo!. "Layered
on top of that, Hispanics engage with online content and use both cell phones
and the internet to enhance personal connections. Hispanics are heavy users
of ubiquitous media and technology because they help them stay connected
to what matters most to them -- culture, community, friends and family --
in both the U.S. and their countries of origin."
"The study shows us once again that the online U.S. Hispanic community is
vibrant and well ahead of the general population in many aspects,"
said Millie Carrasquillo, SVP, Research, Telemundo. "They are avid consumers
of both TV and Internet and demand more options in Spanish language content.
The fact that TV viewership continues to grow among U.S. Hispanics while
Internet penetration has almost doubled, combined with the high penetration
of broadband access in this segment, presents a unique opportunity to offer
this diverse audience more choices of meaningful and relevant content."
Some of the highlights of the study include:
-- Hispanics with Internet access outpace the general population in reported
hours of daily media and technology use, identifying a total of 51 hours of total
daily activities including 27 percent of each day (14 hours) spent with technology,
and 26 percent (13.5 hours) spent with media (the general market identified only
eight hours a day with technology and nine hours with media).
-- Online U.S. Hispanics are early adopters and users of media, devices and their
features compared to the general population. Hispanic population/Total population
have: digital camera 79/percent 53 percent; have cell phone 90 percent/ 79 percent;
have video game console 66 percent/ 52 percent; took photos on mobile phone 61
percent/28 percent; use text messaging 66 percent/38 percent.
-- Online U.S. Hispanics are highly experienced and multi-faceted on the Internet.
Two-thirds have been online for more than five years, 80 percent have access
to broadband and 44 percent have wireless access.
-- Although study respondents consume Spanish language media, Spanish dominant
respondents stated that they consume two-thirds of their online content in English
due to the lack of Spanish language options.
-- The combination of TV and Internet enriches the content experience of online
U.S. Hispanics. Fifty percent go online while watching TV, and slightly over
half search for content on their favorite shows and would like to watch extra
scenes from their favorite shows on the Internet. More than a third agrees that
TV is more fun with Internet access. Although Internet growth for U.S. Hispanics
has almost doubled in the last six years,(a) while time spent with TV has remained
somewhat constant,(b) Internet usage has enhanced TV consumption.
The Yahoo! Telemundo and Simmons research suggests that the cultural ties that
bind the Hispanic community create a unique set of opportunities for marketers
in reaching these consumers -- not only across multiple media channels, but also
in both English and Spanish languages. While the Hispanic population has grown
significantly in recent years (up 21 percent from 2000 - 2005), the percentage
of Hispanics that are Spanish-language dominant has remained steady. Spanish-language
television remains very popular and serves an important role in helping Hispanics
stay connected to their culture.
The research offers key insights for marketers in developing campaigns that reflect
an appreciation for how cultural considerations overlay media and technology
use by Hispanics:
-- Since Hispanics' usage of media and technology is pervasive, across multiple
channels and devices, marketers should meet Hispanics with strategic messaging
across multiple platforms.
-- With nearly 80 percent of online Hispanics using broadband, there is significant
growth potential for online video advertising.
-- As the bilingual and Spanish-language dominant population continues to grow
at a fast pace, campaigns should include Spanish content and incorporate a Spanish-language
purchase process.
The Conexion Cultural research project is one of the most extensive inquiries
into how U.S. Hispanics today use interactive media and technologies, and included
both qualitative and quantitative assessments. The qualitative component, conducted
by Ipsos Understanding, was an ethnographic assessment of online U.S. Hispanics,
including broadband household members from 24 homes across a wide geographic
area including Los Angeles, New York and Dallas. The quantitative survey, fielded
by Simmons Research in November and December 2006, included 2,636 respondents,
with 2,330 responses captured online, and 306 telephone interviews.
Related Topics:
$5.5
Billion in Hispanic-Targeted Ad Spend by 2010
Advertising
on Hispanic Websites More Than Triples Since 2002
Hispanic
Marketing and Advertising Explosion
Reach
U.S. Hispanics Online
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