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BIGinsight™ 450 W. Wilson Bridge Rd.Suite 370Worthington, OH 43085Ph: 614-846-0146
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 [email protected] Randi Honkonen, [email protected] 614-846-0146www.BIGinsight.com
Contact
BIGresearch® is a registered trademark of Prosper Business Development Corp. Services are delivered by Prosper and/or a Prosper affiliated company (“Prosper”). Prosper makes no warranties, either expressed or implied, concerning: data gathered or obtained from any source; the present or future methodology employed in producing BIGresearch® statistics; or the BIGresearch® data and estimates represent only the opinion of Prosper and reliance thereon and use thereof shall be at the user’s own risk.
Disclaimer
© 2011, Prosper®
