Digital Hispanic Market

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Special Report:

Digital Hispanic MarketApril 2011

24,754 respondents participated in the BIGresearch® Simultaneous Media Usage® (SIMM®17) Survey

conducted 10/27/2010-1/4/2011. Margin of error is +/- 0.9% at a 99% confidence level.

More Hispanics Own Cell Phones, and They are More Likely

Than Adults 18+ to Text and Take Pictures/Videos

Source: BIGresearch® SIMM®17, Dec-2010, N=24,754

© 2011, Prosper®

Take Picture/Video on Cell Phone

Text Messaging on Cell Phone

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

25.9%

41.4%38.0%

58.4%

Do you do any of the following? (Regularly)

Adults 18+

Hispanics 18+

Yes; 91.0%

No; 9.0%

Do you have a cell phone?Hispanics 18+

Yes; 89.3%

No; 10.7%

Do you have a cell phone?Adults 18+

Hispanic Consumers Are More Likely than Adults 18+

to Regularly Use New Mobile Devices

Source: BIGresearch® SIMM®17, Dec-2010, N=24,754

© 2011, Prosper®

Droid

Blackberry

iPhone

iPad

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

17.4%

18.6%

17.8%

7.8%

10.6%

13.6%

11.2%

4.9%

Do you use any of the following? (Regularly)

Adults 18+

Hispanics 18+

Hispanics Are Also More Likely to Regularly Search

the Internet on Mobile Devices

Source: BIGresearch® SIMM®17, Dec-2010, N=24,754

© 2011, Prosper®

Blackberry

Cell Phone

Droid

iPad

iPhone

0% 5% 10% 15% 20% 25% 30%

12.8%

26.3%

13.5%

7.6%

16.8%

8.0%

14.8%

7.8%

4.6%

9.6%

How often do you search the Internet using the follow-ing? (Regularly)

Adults 18+

Hispanics 18+

Mobile Activities are More Prominent Among Hispanic

Consumers As Well

Source: BIGresearch® SIMM®17, Dec-2010, N=24,754

© 2011, Prosper®

View News on Cell Phone

View Sports on Cell Phone

View Video/TV on Cell Phone

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

10.6%

7.5% 7.2%

17.9%

12.4%13.2%

Do you do any of the following? (Regu-larly)

Adults 18+

Hispanics 18+ Hispanic consumers tend to be more engaged in online content

while using mobile devices, making

this media a smart option for

increased ROI.

Media Influence on Electronics Purchases

Hispanics 18+

Source: Prosper MediaPlanIQ™, DEC-2010

© 2011, Prosper®

When weighted by consumption, mobile media has the largest influence on Electronics purchases among Hispanic consumers. Online media and radio are also top influences.

Media Influence on Electronics Purchases

Adults 18+

Source: Prosper MediaPlanIQ™, DEC-2010

© 2011, Prosper®

For all Adults 18+, online media has the most influence on Electronics purchases, following by TV and newspaper. Mobile is the 5th most influential media category.

Media Influence on Apparel PurchasesHispanics vs. Adults 18+

Source: Prosper MediaPlanIQ™, DEC-2010

© 2011, Prosper®

For apparel purchases, mobile media has a greater influence on Hispanic consumers (12.8%) compared to the general population (7.3%).

For media inquiries:Chrissy Wissinger, Communications Manager chrissy@bigresearch.com Randi Honkonen, Analystrandi@bigresearch.com 614-846-0146www.BIGinsight.com

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© 2011, Prosper®