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UNDERSTANDING THELATINO BOOM

#latinoboomThursday, October 17, 13

LATINO BOOM



FIFTY SHADESOF BROWN

October 2013 I Robert Hernandez | USC Annenberg


Toda su basees pertenece

a nosotros.


Hiram Enriquez@DigitalHiram

Charo Henríquez@charohenriquez

Robert Hernandez@webjournalist


DEMOGRAPHICS

Thursday, October 17, 13

Source: http://www.pewhispanic.org/2013/02/15/hispanic-population-trends/ph_13-01-23_ss_hispanics1/


http://www.pewhispanic.org/2013/02/15/hispanic-population-trends/ph_13-01-23_ss_hispanics1/










DIVERSITY OF LATINOS







HOW DO YOU SAY STRAW?

Paja Pajilla Popote SorbetoCalimete Caña Bombilla


USB DOMINATE THE MILLENNIAL DEMOGRAPHIC

0%

25%

50%

75%

100%

2008 2012 2015 2008 2012 2015 2008 2012 2015

44%

35%31%

0%

57%53%

42%

0%

69%62%59%

56%

65%69%

0%

43%47%

58%

0%

31%38%41%

Foreign BornU.S. Born

18-24s 25-29s 30-34s

USB Dominant Millennials USB Dom Millennials (2012) FB Dominant Xers (31-34s)

Only FB demo growing is 50+

Source: Simmons 18+ Generation data Spring 2012 + Pew Latino Children May 28, 2009 gens data + Synovate population data


45%

Source: 18-34 living at home data: Pew, The Boomerang Generation, Dec/2011; Tr3s/Ipsos-OTX, 2012/69% of Bil/Bic 18-29 are USB

OF HISPANICS 18-34 LIVEWITH PARENT(S)(In Multi-Gen HHs/118 Index vs. NHWs 18-34)


MOSTLY SPANISHHOUSEHOLDS86%

Source: Luis data; Tr3s Ipsos-OTX, 2012 Spanish, the language of home: 50%+

97% agree… “It’s important to teach kids

Spanish”


TRUST


LIFE CHOICES, BIG & SMALL = RISK ASSESSMENT

o Move out or stay at home

o Get married or just live together

o Buying satisfactory things at a good price

CORE MILLENNIAL

VALUE

Source: Tr3s Ipsos-OTX 2012 + Tr3s Cooltura/Guia qualitative 2012Thursday, October 17, 13

Source: Tr3s Ipsos-OTX 2012 + Tr3s Cooltura/Guia qualitative 2012

Me, my family, my kids, my romantic partner, my doctor, my “real” friends, business & community leaders, my teacher, my priest, most well-known

brands…

All about “True Blood” now…Me, my close family, my kids &

MAYBE my romantic partner

CIRCLES OF TRUST ARE SMALLER & HARDER TO GET INTO



SEEKING BALANCE

} Life & Work} Healthy & Convenient} Virtual/Digital & Real

CORE MILLENNIAL

VALUE



COOL IS IN THE BALANCE…SMARTPHONES & IN-PERSON

SOCIALIZING + COFFEEHISPANIC MILLENNIAL

“COOL” LIST

1. SMARTPHONES2. IN PERSON SOCIALIZING3. STARBUCKS*4. SUBWAY5. SPORTS*6. GPS FOR CAR7. VIDEO GAMES*8. DINERS*9. VICTORIA’S SECRET10. DUNKIN DONUTS

* Key Social Outlet

“ The 1st person who looks at their

phone pays for dinner”


LATINOS AS DIGITAL INFLUENCERS


62% of Hispanic consumers have Internet access at home, compared to 76% of the

general population, so we rely more on our mobile devices for web use.

WE WENT STRAIGHT TO MOBILE

Source: State of the Hispanic consumer the Hispanic market imperative (Nielsen).Thursday, October 17, 13

http://www.nielsen.com/us/en/reports/2012/state-of-the-hispanic-consumer-the-hispanic-market-imperative.html


WE WENT STRAIGHT TO MOBILE

Source: http://www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/Thursday, October 17, 13

http://www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/

http://www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/

WE’RE CHATTY AND TEXT HAPPY

On average we send or receive 941 text messages per month, more than any other ethnic group. And we out-talk any other mobile user group by 40%, with 13 calls per day on average.

We also download more music and pictures from our mobile phones than any other consumer group.


VIDEO? STREAMING? SÍ, POR FAVOR.

We spend 68% more time watching video on the Internet and 20% more time watching video on mobile phones than non-Hispanic whites.




WE HAVE SOME SERIOUSCHICA POWER

Source: Latina power shift (Nielsen)

Latinas are outpacing the men in education and careers, are more empowered as decision makers and embrace their

multicultural identity as they network and consume media

77%

own smartphones, versus 55% of white females

37% stream audio on their phones and 24%

watch video on them.


http://www.nielsen.com/us/en/reports/2013/latina-power-shift.html

http://www.nielsen.com/us/en/reports/2013/latina-power-shift.html

WE ALSO BUY MORE MOVIE TICKETS

Source: Popcorn people: Profiles of the U.S. moviegoer audience (Nielsen)

The average Hispanic moviegoer went to nearly 10 films in the year, compared with just over six for whites, African-Americans, and Asian-Americans.

And we pay for this content! Although only 15% of Americans over the age of 12 are Latino, they accounted for 25% of all movie tickets sold in the U.S. in 2012.


http://www.nielsen.com/us/en/newswire/2013/popcorn-people-profiles-of-the-u-s-moviegoer-audience.html

http://www.nielsen.com/us/en/newswire/2013/popcorn-people-profiles-of-the-u-s-moviegoer-audience.html

WE’RE CONSUMINGMORE NEWS ONLINE

Source: A Growing Share of Latinos Get Their News in English (Pew Hispanic Center)

56%

say they consume news media from the Internet on a typical weekday, up from

37% (2006)

32% of Hispanic adults in 2012 say they get

their news exclusively in English, up from 22% in 2006.


http://www.pewhispanic.org/2013/07/23/a-growing-share-of-latinos-get-their-news-in-english/

http://www.pewhispanic.org/2013/07/23/a-growing-share-of-latinos-get-their-news-in-english/

WE’RE NETWORKING AND SHARING

Source: Pew Research Center

80%

of Hispanic adults in the U.S. use social media, that's more than whites (70%)

and African Americans (75%).

68% of Hispanic internet users say they use

Facebook, Twitter or other social networking sites. By comparison, 58% of

all U.S. internet users say they use Facebook, Twitter or other social

networking sites.

All those ‘likes’? Yes, that was us!


http://www.pewinternet.org/Reports/2013/social-networking-sites/Findings.aspx

http://www.pewinternet.org/Reports/2013/social-networking-sites/Findings.aspx









BUT WE’RE NOT WAITING...



October 2013 I Robert Hernandez | USC Annenberg

Toda su basees pertenece

a nosotros.


QUESTIONS?


QUESTIONS?
