Online Hispanic Trends

New Interactive 'Got Milk?' Site for Hispanic Market

The California Milk Processor Board (CMPB) launched its new stand-alone Spanish-language, interactive website "Toma leche" ("Drink milk"), the counterpart to its English-language "Got milk?" campaign. 

Developed by Hispanic agency Grupo Gallegos of Long Beach, California in collaboration with U.K.-based animation production house Hanrahan, the culturally relevant, interactive site is a whimsical, fairytale destination where visitors can interactively experience the benefits of drinking milk.

Steve James, Executive Director, California Milk Processor Board, said "We want to have a Web site that speaks the language and culture of Latinos. We hope that we'll be able to better communicate better reach and better connect with our Hispanic base by having a site that speaks to them."

The site uses fairy tales to provide users with both an informative and entertaining brand experience. In addition to being able to make their way through the site and experience its different areas, parents can download stories in PDF format to read to their children and for their children to color, further extending the interactive brand experience.

The site will be advertised on the Web portals that are popular among Spanish-dominant Hispanics.

Source: Adweek 

ad:tech Miami Connects Marketers with Hispanic Culture, Diversity and Growth Online

Miami – May 21, 2008

With Hispanics accounting for 44.3 million of the U.S. population¹ and their purchasing power expected to reach $1 trillion by 2010², it’s no wonder interactive marketers are clamoring to reach this burgeoning segment. Hispanics are now not only the largest minority in terms of population size but also online consumer presence³. This online audience is growing almost as rapidly as its population size, and now the hurdle that remains is how best to ensure engagement and adoption.       

ad:tech expositions, LLC (www.ad-tech.com), the leading conferences and exhibitions organizer for the global marketing community, is hosting its second annual event in Miami on June 3-4, 2008 at the Miami Beach Convention Center. The event will address the challenges faced by marketers, executives and businesses alike when trying to communicate with domestic Hispanic and Latin American audiences. This event is the only digital marketing conference focused on exploring the Hispanic narrative and the trends that have led the growth of their increasing Internet usage and understanding the cultural force driving their connectivity and responsiveness.

“Hispanics are certainly embracing all that digital media and technology has to offer. They're currently leading the total population in adoption of various devices and technologies, seeking the best and the newest brands and services out there,” said Monica Gadsby, CEO SMG Multicultural and keynote speaker at ad:tech Miami  on June 3rd  on The Attention Economy: Mastering the Touchpoints that Captivate Multicultural Consumers. “Since Hispanic consumers view the internet as a leading source of information to make purchasing decisions and a platform to engage with relevant content, I think we'll certainly see further growth in Hispanic online penetration as more options become available on the web."  

The new digital age we find ourselves amidst calls for a new approach altogether in reaching target audiences. Hispanic and Latin American consumers are tapping into social networking sites, RSS feeds and blog feeds at a feverish rate for the latest and greatest, and as such, companies have to position themselves within this space to obtain exposure. The increase in online content, such as broadband video, social networks and mobile applications, will increase the time spent online thus offering marketers innumerous direct connections with consumers.

“The number of Latin American households with broadband Internet access is currently growing at one of the fastest rates in the world," said Marcos Galperin, MercadoLibre´s President and CEO and keynote speaker at ad:tech Miami on June 4th  on Technology + Commerce + Culture: The Story of an eCommerce Pioneer. "What we experience in Latin America is positive growth trends influencing Internet, broadband and PC penetration rates, and we believe this course will persist for many years to come."

ad:tech Miami offers the ideal setting to listen and learn from the best and brightest marketing minds who will share their expertise and know-how while discussing the opportunities and challenges affecting the digital landscape and the global market. The exhibit hall will showcase 40 key exhibitors from Latin America, Mexico and the United States. Expo and Conference attendees will have the opportunity to meet and engage with domestic and international organizations, as well as time and space to network with colleagues at the event.

For an exhibitor list, please visit http://www.ad-tech.com/miami/adtech_miami_exhibitors.aspx.
For public information, please visit www.ad-tech.com/miami

Editors: For interviews, images or more information, please contact Gracia Larrain at Edelman, ph: 305.358.7643 or gracia.larrain@edelman.com or Latiffe Ghanem at Edelman, ph: 305.358.8042 or latiffe.ghanem@edelman.com

About ad:tech: ad:tech expositions, LLC is the leading organizer of conferences and exhibitions for the interactive marketing community worldwide. ad:tech produces the world's largest interactive marketing events held in New York, San Francisco, Chicago, Miami, London, Paris, Shanghai, Beijing, Singapore and Sydney. ad:tech is produced by dmg world media; based out of the company's headquarters in Larkspur, California. For listings of exhibitors, speakers, events and upcoming conference offerings, visit www.ad-tech.com.

About dmg world media: An international exhibition and publishing company, dmg world media produces over 300 market-leading trade exhibitions, consumer shows and fairs each year and publishes 45 related magazines, newspapers, directories and market reports. dmg world media employs 700 people and maintains a worldwide presence through more than 30 offices in the United States, Canada, the United Kingdom, France, the United Arab Emirates, China, India, Singapore, Australia and New Zealand. dmg world media is a wholly-owned subsidiary of the Daily Mail and General Trust plc (DMGT), one of the largest and most successful media companies in the United Kingdom. Additional information on dmg world media can be found at www.dmgworldmedia.com.

1 U.S. Census Bureau, 2007. 
2 HispanTelligence®, Hispanic Business, 2004.
3 "Demographic Profile: Hispanic Shopper Online, 2007," Jupiter Research.

Match.com partnering with Terra in Latin America

In Latin America, Match.com is partnering with Terra, the region's largest internet portal. With this partnership, Match.com will be the exclusive online dating provider for Terra's sites in 18 countries across Latin America,including Mexico, Brazil, Argentina, Chile, Columbia, Venezuela and Peru.





This new agreement extends the Company's existing relationship with Terra, under which Match.com is the exclusive online dating provider for Terra in the United States. In total, Match.com will now have access to Terra's 56 million unique site visits a month across all of the Americas.

Read full press release at the Earth Times

Saberhacer.com - New Bilingual Video on Demand Site Launches

Saberhacer.com, a new website offering Spanish and English content has launched by former NBC journalist Michele Ruiz. The site, which offers on demand how-to video clips, seeks to capitalize on Hispanic's increasing access to the Internet and interest in finding high-quality content of interest. The videos cover a range of topics of interest to the online Hispanic audience, including...

• Personal finance tips
• Parenting
• Health information
• Attaining citizenship,
• Computer and Internet usage tips
• Education-related content

Saberhacer's videos are often the same for both languages, but the experts interviewed vary and, most importantly, they don't just dub the English videos with Spanish. They offer content that is originally developed in-language, a best practice for developing content for the online Hispanic Market.

Source: Portada-Online

Latinos in San Diego Increasingly Connected

A study conducted by Meneses Research and Associates looked at the online Latino population in San Diego in a survey of 643 individuals ages 18+.

The research found that a growing number of Latino consumers in San Diego County own computers and connect to the Internet, and the majority absorb media and advertising in a half-and-half mix of English and Spanish. 

Furthermore....

• 81 percent said they owned computers in contrast to 58% in 2004
• 73% said they connect to the Internet compared with 53 in 2004
• 35% said they intended to soon purchase a computer as compared to 17% in 2004
• Although more respondents watch television primarily in Spanish, most of those who listen to the radio and read print-media consume media in equal amounts of Spanish and English
• 82% prefer to receive advertising in both English and Spanish

Source: SignOnSandiego.com

Think online Hispanics, Think Gizmos

A Media Life interview with Fernando Rodriguez, CEO of Terra Networks, highlights some interesting data on Latinos' use of the Internet and technology.

Some of the highlights...

• 56% of those surveyed spent at least an hour per day online as compared to 50% who spent this amount of time watching television.
• 94% have cell phones and 86% use text messaging.
• 60% own at least four new media devices, including 68% that have a Palm or Blackberry.
• Latinos spend about 10% more time online that the general U.S. online population. 

According to Terra's research, the heaviest technology users tend to be: 

• younger
• male
• less likely than the other groups to speak English at home
• foreign-born
• have the highest level of ethnic pride
• more likely to live in a big city like New York or Miami, and less likely to live in smaller markets

Read the full article at Media Life

Univision.com Named #1 Most-Visited Spanish-Language Website among U.S. Hispanics for the 7th Year in a Row

A special study conducted by Forrester and commissioned by Univision.com found that Univision.com was the most-visited Spanish-language website in the U.S. among Hispanics for the seventh year in a row.

Results of the study also indicate that those who visited the website are:

• 11.5 times more likely than non-Hispanics online to be interested in accepting advertising on their mobile device in exchange for free content or offers
• more open to downloading mobile video than non-Hispanics
• seven times more likely to be interested in paying for TV or event highlights on their mobile phones

Source: Fox Business

Sorpresa! Network invites Hispanic kids to enter videos

It's not enough to just target kids with tv shows anymore. To keep them interested, you have to have interactive tv and online cross overs to make them feel like they are part of the media that they are consuming says Toni Fitzgerald on Media Life Magazine.

Toni talks about Nikelodeon's iCarly program that allows viewers to submit online videos, Hannah Montana's YouTube channel, Cartoon Network's Facebook fan group, and a new campaign recently launched by the Sorpresa Network.

Sorpresa Network is a Spanish-language, kid-focused network. In collaboration with Major League Soccer (MLS), Sorpresa is promoting its "Reporterito" contest, where kids can submit videos showing their sideline reporting skills to be voted on by site visitors. The winner will be flown to July’s MLS All-Star Game and the MLS Cup, the league championship, in November, where he or she will serve as a sideline reporter.

Pew Hispanic Center Releases Statistical Portrait of Hispanic Women

The Pew Hispanic Center released "Hispanic Women in the United States, 2007," a statistical portrait of the demographic, social and economic characteristics of this country's 14.4 million Hispanic women.

Pew's findings include the following:

• Hispanic women are younger than non-Hispanic women with a median age if 41 vs. 47 for non-Hispanic women.
• Hispanic women have a higher fertility rate than that of non-Hispanic women – 1/3 higher than that of non-Hispanic women.
• Just over half (52%) of Hispanic women are immigrants.
• Hispanic women have comparable rates of participation in the labor force - 59% as compared to 61% for non-Hispanic women.
• Hispanic women earn a median weekly salary of $460 as compared to $615 for non-Hispanic women.

See the full fact sheet on the Pew Hispanic Center's website.

ComScore Research for Terra Provides Insights Into Online U.S. Hispanic Market Segments

The recent ComScore study recently released by Terra provides interesting data on how engaged Latinos are with digital media, and provides detailed findings on three specific segments - High, Medium and Light Online Engagement Segments (OES). 

3,500 Latinos were surveyed in January and February of 2008, providing the following research-based characterizations of three online Hispanic user segments:

Characteristics of the Heavy OES:

• predominately male
• foreign born
• live in large cities
• young
• proud of their ethnic heritage
• prefer to speak Spanish at home

Characteristics of the Medium OES:

• generally young, but are more evenly split along gender lines
• more likely to be U.S. born
• more likely to live in New York or Los Angeles than Miami
• typically speak both English and Spanish in the home

Characteristics of the Light OES:

• oldest of the three groups (median age of 33)
• most acculturated (often speaking English exclusively in the home)
• displaying the lowest levels of Latino pride
• most likely to live outside the top five urban Hispanic markets