US Hispanic Mobile &
Online Marketing Data:
2008-2014
Source: eMarketer, July 2010
0%
5%
10%
15%
20%
25%
30%
2009
2010
2011
2012
2013
2014
21.5% 18.5% 15.7% 9.7% 7.7% 5.4% 17.6% 15.0% 12.7% 7.7% 6.0% 4.1% % of population% of mobile phone users
0
15
30
45
60
2008
2009
2010
2011
2012
2013
2014
56.7 47.9 40 31.4 23.9 18.4 12.3Mobile video viewers in millions
US Mobile Video Viewers
0%
12.5%
25%
37.5%
50%
18-34
35.6%
50.7%
US Mobile Internet Users are
skewed younger than Online
72%
75%
78%
US Teens Who Use Text Messaging
78%
75%
73%
Source: Pew Internet April 20, 2010
White, non-Hispanic Hispanic (English Speaking)
Black, non-Hispanic
by Race/Ethnicity, September 2009
0% 10% 20% 30% 40%
Mobirati Social Connectors Mobile Professionals Pragmatic Adopters Basic Planner
21% 23% 17% 22% 18% 12% 15% 18% 23% 32%
Segmented Mobile Phone Owners
SOURCE: eMarketing Fall 2009
Hispanic non-Hispanic
Hispanics Prefer Mobile as
Communication
Source: Federal Communications Commission, February 23, 2010
Send or receive text messages
Send or receive pictures
Send or receive emails
Access Webpages on the internet
Get a map or directions to another map
Send or receive instant messages
Download an application to your mobile phone
Download or stream music video
0%
20%
40%
60%
80%
13% 17% 23% 23% 24% 24% 63% 63% 25.00% 24.00% 47.00% 34.00% 36.00% 28.00% 58.00% 75.00% 28% 26% 47% 36% 36% 34% 61% 75%Hispanic African Americans White
by Race/Ethnicity, November 2009
Hispanic Over Index on Mobile
Activities of US Adults
0%
10%
20%
30%
40%
Check to see if the item is in stock Access info about an item for potential purchase 18%
20%
34%
39% 38%
28%
Hispanic (any race) Black(non-Hispanic) White (non-Hispanic)
Device for Shopping Activities, by Race/Ethnicity. January 2010
US Hispanics Shop on Mobile
Hispanic
Online
Computer ownership: 72% of Hispanics have a computer at home
of those, 89% have internet access, with 54% of those having high speed access
Overall, 47% spend some time each day on the Spanish language internet, defined as using
email, watching video or listening to music.
22% spend approximately 31 minutes to 2 hours each day doing so, with 3% spending
more than 5 hour
27% spend between 31 minutes to 2 hours each day looking at the English language internet,
with another 12% spending more than 5 hours. About one-third (32%) of respondents donʼt
look at the English language internet at all
Online
0%
20%
40%
60%
80%
Spanish only Spanish mostly English mostly English only
70% 71% 63% 49% 78% 77% 73% 58% Computer Internet
Half of Spanish-only speakers now have internet
Computer and Internet at Home
0%
10%
20%
30%
40%
None 1 hour or less Between 1 and 3 hours More than 3 hours
3% 9% 10% 2% 28% 36% 14% 5% 8% 30% 22% 18% 6% 24% 27% 36%
Spanish only Spanish mostly English mostly English only
Time spent daily with Spanish language internet
English Speakers use Spanish
language internet daily
0%
15%
30%
45%
60%
None 1 hour or less Between 1 and 3 hours More than 3 hours
31% 36% 19% 11% 28% 28% 19% 22% 11% 17% 25% 40% 8% 11% 20% 58%
Spanish only Spanish mostly English mostly English only
Time spent daily with English language internet
English Speakers on English
language internet daily
0%
15%
30%
45%
60%
Heavy Online engagement Medium Online Engagement Light Online Engagement 60% 51% 43% 40% 50% 57%
US Hispanic Level of Online Engagement by Gender February 2008 (% of respondents)
Source: Terra Networks, “Terra.com Hispanic Syndicated Survey” May 2008
Male Female
0 10 20 30 40 2009 2010 2011 2012 2013 2014 39.2 36.8 34.3 32.2 29.6 27.2
Can be of any race
US Hispanic Internet Users by penetration
US Hispanics Internet Users
0% 17.5% 35.0% 52.5% 70.0% 2009 2010 2011 2012 2013 2014 70.0% 67.6% 65.0% 62.9% 59.5% 56.5%
Can be of any race
US Hispanic Internet Users by percent
US Hispanics Internet Users
E-Mail News/Weather Banking Download Music Files Airline/Car/Hotel Info or Reservation Movie Info/Review/Showtimes Employment Search Shopping: Made a purchase Bulletin/Message Boards Instant Messaging (IM)
0% 25% 50% 75% 100% 23% 23% 23% 27% 27% 29% 31% 45% 50% 73%
Source: Simmons Spring 2009
Online Hispanics Are Active
Online Activity % Online Hispanic
US Hispanics Online Media
Consumption
Visited newspaper sites Visited sites about movies Visited sites about sports Visited sites about music Visited sites about shows Visited sites about cars Visited sites about politics
0% 16.7% 33.3% 50.0% 16% 16% 26% 20% 24% 22% 41% 14% 16% 21% 27% 28% 32% 36% Site Visitation by Hispanics and Non-Hispanics
Source: Jupiter Research 2005
Hispanics non-Hispanics
Participated in contest or sweepstakes Used AIM, ICQ, MSN or Yahoo! Messenger Chatted online Played action games online Listened to audio online Did homework/research for school Viewed video online Used file- sharing applications to share music, movies
0% 15% 30% 45% 60% 10% 19% 18% 27% 28% 31% 40% 50% 16% 20% 29% 31% 32% 41% 48% 54%
Online Activities by Hispanics and Non-Hispanics
Hispanics non-Hispanics
Source: Jupiter Research 2005
US Hispanics More Active Online in
Many Communication and Media
Hispanics over index on data
services used on devices
Source: The Nlelsen Company September 2010
Text messaging/SMS
Picture downloads
Mobile internet
Mobile Video
Full-track music downloads
0% 18% 36% 54% 72% 90% 14% 14% 37% 38% 24% 68% 14% 14% 36% 39% 26% 75% 6% 7% 23% 25% 14% 61% 16% 16% 38% 43% 29% 77%
Key mobile data services used on device in past 30 days by ethnicity U.S. subcribers
0% 13.3% 26.7% 40.0% 53.3% 66.7% 80.0%
English -Dominant Spanish-Dominant Born in US Foreign born
Mobile Phone Text Messaging on mobile phone IPod/MP3 Player Video Gaming
Instant messaging online TiVo/ReplayTv/DVR Watch video/TV online IPhone
Blogs Watch video/TV mobile phone
Source: BIGresearch, May 2010
Hispanic
Social
Media
Users
Ethnic minorities visit social
networking sites more frequently
than non-Hispanics Whites
Source: The Captura Group February 2009
0% 18% 36% 54% 72% 90% 18% 34% 26% 27% 36%
Percentage of respondents who visit social networking at least 2 or 3 times a month
English Preferring Hispanics Spanish Preferring Hispanics Black Asian Non-Hispanic Whites
0%
13%
25%
38%
50%
MySpace Facebook 7% 22% 12% 29% 18% 31% 13% 35% 18% 44%English Prefering Hispanics Spanish Prefering Hispanics
Asians Black(non-Hispanic)
Non-Hispanic Whites
Percentage of respondents who visit MySpace or Facebook “regularly”
English preferring Hispanics are
twice as likely to visit MySpace
than non whites
0%
18%
35%
53%
70%
57% 33% 33% 58% 58%English Prefering Hispanics Asians
Spanish Prefering Hispanics Black(non-Hispanic)
Non-Hispanic Whites
Percentage of respondents 35 and younger who visit social networking sites more than 2 or 3 times a month
Age explains social media among
Hispanics
0%
10%
20%
30%
40%
13% 17% 23% 24% 24%English Prefering Hispanics Asians
Spanish Prefering Hispanics Black(non-Hispanic)
Non-Hispanic Whites
Percentage of respondents 36 and older who visit social networking sites more than 2 or 3 times a month
