US Hispanic Mobile & Online Marketing Data: Charts & Graphs

28  Download (0)

Full text

(1)

US Hispanic Mobile &

Online Marketing Data:

(2)

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

(3)

0

15

30

45

60

2008

2009

2010

2011

2012

2013

2014

56.7 47.9 40 31.4 23.9 18.4 12.3

Mobile video viewers in millions

US Mobile Video Viewers

(4)

0%

12.5%

25%

37.5%

50%

18-34

35.6%

50.7%

US Mobile Internet Users are

skewed younger than Online

(5)

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

(6)

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

(7)

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

(8)

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

(9)
(10)

Hispanic

Online

(11)

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

(12)

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

(13)

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

(14)

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

(15)

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

(16)

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

(17)

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

(18)

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

(19)

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

(20)

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

(21)

Hispanics over index on data

services used on devices

Source: The Nlelsen Company September 2010

Text messaging/SMS

Picture downloads

Mobile internet

Email

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

(22)

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

(23)
(24)

Hispanic

Social

Media

Users

(25)

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

(26)

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

(27)

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

(28)

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

Age explains social media among

Hispanics

Figure

Updating...

References

Related subjects : Charts and Graphs