Leveraging technology to grow in today s diverse marketplace HISPANICS

Transcription

1 Leveraging technology to grow in today s diverse marketplace HISPANICS 1

2 Media options in the age of total market In the past, targeted media was the norm/ good enough to reach out to ethnic consumers. That s no longer the case BUY! More sophisticated & diverse ethnic consumers Blurrier line between targeted and non-targeted media D A I L Y N E W S Today, technology offers marketers unique opportunities to connect with ethnic segments (and whites) more effectively and efficiently Surgical targeting the right people, with the most relevant message, minimizing the risk of alienating others. 2

3 But how connected are Hispanics? internet smartphones 85% 81% 78% 97% 61% 71% 70% 78% Whites Hispanics Blacks Asians Whites Hispanics Blacks Asians 3

4 Digital influence Low High But how connected are Hispanics? The internet is a huge source of information for this group, but they show little interest in engaging with or being influenced by social media. Observers Leaders Younger. Early adopters. Mobile centric. Heavily influenced & influential on social media. Enjoy engaging with brands. Little interest in digital technology. Influenced more by the world outside the internet. Less likely to engage in social activities. Skew older. Functionals Connectors Social is where they spend most of their time online, but they are consumers rather than influencers. Skew toward lower income levels. Low High Social engagement 4

5 Low High Digital influence Half of Hispanics are Leaders, compared to just one-third of the total US Observers Leaders US Hispanic Functionals Connectors Low Social engagement High Hispanics by language Spanish-dom Bilingual English-dom 5

6 Low High Digital influence Hispanic millennials are also more likely to be Leaders than the broader millennial pop, indicating that there is a cultural component at work, along with age Observers Leaders Millennial consumers (16-34 year olds) Functionals Connectors Functionals Observers Connectors Leaders Leaders (total) Low Social engagement High US Hispanic 6

7 Most are connected via their mobile devices Device share US % Hispanic % Mobile Tablet PC Hispanic 66% US 54% Go online using a range of devices (T3B Agree) Avg. # daily hours on tablet/mobile Hispanic 3.6 US 2.8 7

8 Virtually allowing marketers to engage them 24/7 How traditional and online media are used throughout the day Reach % Total time spent daily TV: 2.6 hours Radio: 0.6 hours Newspapers/Magazines: 0.2 hours Online: 4.4 hours TV Radio Newspaper/Magazine Online In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep 8

9 What they do online Media & entertainment 127 Play games via mobile device 160 Play games on console / website 163 Watch live video online 144 Stream music or radio online 164 Organize or create photos & videos CLICK TO BUY Shopping 137 Research products before purchase 160 Search online after seen product on TV 174 Mobile search in-store 146 Purchase products online 117 Online banking Done weekly, indexed to total US 9

10 What they do online Communications 101 Sending and receiving s 151 Instant messaging or chatting 195 Video or voice call over the internet Passive Social media networks 107 Access social networks 146 Visits blogs or forums 152 Upload photos, videos or music online 213 Write my own blog Active Done weekly, indexed to total US 10

11 49% of Hispanics say they can t live without social media Avg. # of platforms used daily Hispanic 3.6 US 1.7 Hispanics 72% 68 44% US 45% 65% Favorite Weekly users SN platform IM platform 11

12 In fact, SM alone maximizes daily reach Maximizing daily incremental reach 71% among millennials! Reach % Social networks, blogs or forums Hispanic US News, sports or weather Hispanic US Online videos Hispanic US Social networks, blogs or forums + News, sports or weather + Online videos Total reach Read as: If you only use one channel, you can reach 63% of Hispanic consumers using social networks, blogs or forums. If on top of that you use news, sports or weather sites, you can reach an additional 10% of Hispanic consumers. And so on. 12

13 And this will only continue to grow: early adopters! Index vs gen pop Index vs gen pop Quantified self Monitoring personal data such as your exercise, sleep or calorie consumption via an app or wearable device Screen stacking Using multiple devices at the same time, e.g. using your mobile while watching TV Index vs gen pop Index vs gen pop Social discovery Using an online service to meet new people either professionally or personally for the first time P2P economy Buying or selling in peer-to-peer marketplace such as Airbnb, or lending/borrowing from individuals Done, indexed to total US 13

14 Brands can play a big role in their digital/social world Like engaging with brands in social media 162 Brands improve my online experience 152 Passive Consume Consume content and information Access a brands online services Read s from brands Read user reviews way comms! Broadcast Upload or share content and comments Discuss Converse with own network via social or IM Like or engage brand via Forward brand content Write about brands online Receive online customer Ask a question to a brand Join a branded community Active Indexed to total US 14

15 When developing a digital or mobile Hispanic strategy Use mobile to engage Hispanics anytime, anywhere. Leverage its tools and features to connect with moments when your brand is most relevant to them. Be culturally original and meaningful. Do not force your general market ad or traditional media campaign into a mobile screen. Avoid stereotypes. Consider diversity within the segment. Targeted marketing is more than just casting or language. Keep it simple. Be consistent. Etc. Become part of Hispanics social world. They are more active though, so don t just throw content at them. Build 2-way relationships powered by emotions. Identify and engage digital Leaders as brand advocates to help spread your message word of mouth! 15

16 Thank you! David Burgos SVP, Head of Cultural