Online Hispanic Trends

IAB Releases Report on the Online Hispanic Market

The Interactive Advertising Bureau (IAB) recently released a very interesting report on the state of the U.S. online Hispanic Market entitled U.S. Latinos Online: a driving force.

The report consolidates data from a number of resource to provide a detailed look at the size, growth and dynamics of the online Hispanic Market.

You can download the report here. 

Creative Hispanic Mobile Marketing from Nestle

Recognizing that the Hispanic is more mobile that the general market - if there is such a thing these days, Nestle has launched an innovative IPhone application to promote sales of Carnation Evaporated Milk. The mobile site and app draw recipes from Nestle's http://MiCocinaLatina.com website and puts information in the hands of consumers where they are most likely to use it...at the point of sale.

The article points to research done by the Pew Internet & American Life Project indicating that "in 2009 more than 47 percent of Hispanics used a handheld device to go online, compared to 28 percent of Caucasians."

The bilingual IPhone app offers a very creative and innovative feature that allows users to shake their phone, like they would the evaporated milk before cooking with it, to generate a random recipe.

Read the full article at: Mobile Marketer

Media Usage Way Up for Kids and Teens, but Particularly for Black and Latino Children

The Kaiser Family Foundation recently released a report that shows that the amount of time young people are spending with entertainment media has increased signifcantly over the past five years, rising from 6.21 hours to 7.38. When taking into account "media multitasking," the number actually adds up to 10:45 minutes per day.

Among other interesting findings, the results of the study show that mobile media and social networking are driving this increased consumption, and that Black and Hispanic children spend much more time with media than White children do - 13:00 hours of of total media exposure for Hispanics, 12:59 for Blacks, and 8:36 for Whites.

The news release says that "top online activities include social networking (:22 a day), playing games (:17), and visiting video sites such as YouTube (:15).  Three-quarters (74%) of all 7th - 12th graders say they have a profile on a social networking site."

Source: PRNewswire

Pew Data on Five Largest Hispanic Populations in U.S.

The Pew Hispanic Center recently published demographic profiles on the five largest Hispanic populations in the U.S. - Mexican, Puerto Rican, Cuban, Salvadoran and Dominican.

These detailed reports can be found on Pew's website and provide in-depth data to understand how each of these groups contrasts to the U.S. population as a whole and the overall Hispanic population.

Some interesting data points:

• Mexicans make up over two-thirds of the U.S. Hispanic population, with four in ten living in California.
• The number of Puerto Ricans living in the U.S. and DC is higher (4.1 million) than those living in Puerto Rico (3.9 million), and are the second largest population of Hispanic origin residing in the U.S.
• The share of Cubans who live in poverty (12.3) is much closer to the percentage of the overall U.S. population (11.9%) and below the share among all Hispanics (19.5%). 
• Six in ten Dominicans in the U.S. are foreign born, and eight out of ten live in the Northeast.

Blacks and Hispanics Leading Mobile Content Adoption

A recent Pew Internet Wireless and Internet report shows that mobile Internet use in general is growing and that minorities are in the lead when it comes to mobile content consumption.  Wireless Internet use has grown by 7% from 2007, increasing from 24% to 32%.

Although the digital divide still exists for traditional Internet access, with 59% of whites accessing the Internet on a typical day versus 49% of blacks, the opposite situation occurs with mobile Internet use.  Almost one half of black and Hispanic consumers reported having accessed the Internet via a handheld device in contrast to only 28% of whites.

Usage by minorities has climbed more quickly since 2007, with 29% of blacks and Hispanics using the mobile web on a daily basis versus 17% of whites.

The Pew study also shows that minorities are much more likely to engage in every other mobile activity considered, including text messaging, taking pictures, e-mailing and playing games.

Source: eMarketer 

Sixty-five percent of Hispanics Now Using Social Media

According to Manny Miravete, VP, Sales and Strategy, MySpace and MySpace Latino, 65% of Hispanics online are now using social media. Miravete highlighted the fact that marketers should "“Understand the key driving points for the brand. Connect what your brand can offer and what users want" and "develop the experience and content around passion points." 

Read more at Brandweek

comScore's April Web Rankings for Latin America

Among other interesting findings, comScore's recently published web rankings for Latin America April indicate that...

• The audience is growing quickly. There are currently 62 million Internet users in Latin America with about a third (19.3) of them being in  Brazil.
• Latin American users spend an average of 28.6 hours per month online as compared to the worldwide average of 25.7 hours. 
• Argentineans spend the most time online, followed by Brazilians (30.2) and Venezuelans (31.5 hours).
• Use of Google sites is increasing (22% over the same month last year) with more than 55 million visitors in April, representing approximately 90% of the total Latin American audience.
• Latin Americans are using the Internet to communicate and participate in communities, with IM and social networking coming in just after use of the top Latin American portals.

Source: Marketing Charts