Date post: | 11-Nov-2014 |
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Technology |
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American Latina Mamá
An exploration of today’s Latina mom in the digital barrio
Primary Sources
• Experian Simmons• comScore• quantcast• Pew Hispanic Center• Iconoculture• Hispanicize 2011 Conference• Proprietary research: Casanova Pendrill• Proprietary research: Nestlé and General Mills
Are they or aren’t they online?
A noisy and perplexing discourse
Pew Hispanic Center
Latinos are less likely than whites to access the internet, have a home broadband connection or own a cell phone, according to survey findings from the Pew Hispanic Center, a project of the Pew Research Center. Latinos lag behind blacks in home broadband access but have similar rates of internet and cell phone use.
Fox News Latino
“…some organizations commission studies where its in their best interest for results to say that Latinos are online. But even when it comes to nonpartisan "fact tank," the Pew Research Center, there have been confusing reports.
- Giovanni Rodriguez, the Chief Marketing Officer of
Broadvision and board member of Latinos in Social Media (Latism)
Hispanicmarketinfo.com
A recent study from Pew Internet and American Life Project found that 18% of online Hispanics use Twitter. In contrast, only 5% of online whites use Twitter. This seems quite counterintuitive. Another counterintuitive fact, women use Twitter more than men.
WiredLatinos
“There are 46 million US Hispanics, 30 million of which are online”
- Mark Lopez, Head of Google’s U.S. Hispanic Audience
Yes they are.
More are coming.
This is not going to be a media reach discussion.
Three Takeaways
Mindset not language
Think engagement not mass efficiency
The Latino 1:1 approach
The Age of Critical Mass
Percent of Market* Population
CA 44%
NY 21%
Houston 32%
Miami 45%
Chicago 19%
Dallas/FW 26%
San Francisco 22%
* Synovate using 2010 Census projections not actuals
The average Hispanic lives in a neighborhood that’s almost half Hispanic
Total
Under 18
18-34
35-55
45-54
55-74
75+
0 5 10 15 20 25
Total U.S. Hispanic Female Population(in millions)
The persistent subject of language segmentation
Spanish Dominant Bilingual English Dominant
Timeline Metaphor
American
Unacculturated Poor
BiculturalWorking Class
AcculturatedAverage
Language in the digital world
• Today the lack of Spanish-language content is frustrating to many moms
• The dominant language in the digital space will likely/probably/maybe be English or some derivative such as Spanglish– U.S. born growth– Spanish transitions from a language of necessity to the social language– Digital landscape transitioning from text to video
Minority is a relative term
Active rejection of Hispanic culture
Hispanic awakening Retro Acculturation
LatinIdentity
“Spanish” zoot-suits Ñ Enterprises Más Generation
70s 80s 90s 00s 10s
6.4
14.6
9.0 12.5 16.3
% ofTotalPop
22.4
35.3
50.5 HispPop
When you don’t consider yourself a minority, you don’t act like one
The American Latino
• American Spanish• Emphasis on domestic U.S. import pop
culture, rather that solely importing from Latin American pop
• Pan-Hispanic• Emphasis on retention and heightened
awareness of objective cultural cues
Immigrant Mentality Ethnicity Mentality
Mindset Understanding
Self-aware Identity
Timeline Metaphor
Identity in Transition
connectivity, access,
learning, personalization, empowerment
connectivity, empowerment,
growth, access,
belonging
While acute peculiarities are discernable by level of acculturation – A strong Latina motherhood mindset has emerged.
A mindset that has emerged as a cultural perspective.
Spanish Dominant Bilingual English Dominant
Unacculturated Poor
BiculturalWorking Class
AcculturatedAverage
The Dora & Diego Mom Generation
The barrio figuratively and literally provided an extended support structure
Through the process of immigration the Latino family unit transforms from a Patriarch to Matriarch structure.
Latin America United States
I’m glad my mom/mother-in-law is not breathing down my neck.
I sure wish my mom/mother-in-law was here to tell me what to do.
Doing it “how it’s suppose to be” retains my Latina identity.
My role as mother predominantly shapes my Latina identity.
Grandma
Foreign Born
Mom
Foreign Born
Mom
U.S. Born
“The memories consumers create are narrative fragments intended to account for one’s feelings and bodily sensations.”
”They are a new “photo” creating a new picture to explain a current experience under the disguise of simply retrieving a preexisting photo.”
– Jeffrey Prager, professor of sociology at UCLA and a faculty member at the Southern California Psychoanalytic Institute
AMERICANMAMÁ
HYPER-TRADITIONALISM THE PROMISE OF EMPOWERMENT
No one before her has gone through this experience.
Not her personally. Not her in a majority-minority identity.
The barrio support structure has broken down for her.
AMERICANMAMÁ
The Digital Barrio
Searching For Answers
There is no
So, they search
#1 Yahoo! Sites#4 Google Sites#7 Wikimedia Foundation Sites#8 Answers.com Sites#11 iVillage.com: The Women’s Network
She starts…
…and she stumbles upon
The Rising Age of theLatina Mami Bloguera
The typical Mami Bloguera start
“I never intended to be a blogger. It just started with me wanting to share some pictures
and stories with my family”
We are at the inception of the bloguera era
• The voice of “someone just like me”
• Absence of the “how do you not know” judgment
• Rather than fulfill a predestined role, she is empowered to draft a new one
We are at the inception of the bloguera era
The voice of “someone just like me”
Absence of the “how do you not know” judgment
Rather than fulfill a predestined role, she is empowered to draft a new one
Hispanic Moms 18-49
comScore• WordPress #20
quantcast• #21 blogger• #32 tumbler• #34 hubpages• #62 wikia• #66 squidoo• #80 ezinearticles• #81 tripod
#1 Cardinal Rule for approaching a Mami Bloguera:
Never send an email that starts with “Dear Mommy Blogger”
The Human Network onFacebook
Facebook: her digital barrio
“I’ll comment on Facebook”
Case Study:General Mills Que Rica Vida
Case Study:Sprint Android Mobile APP
The home screen welcomes new visitors with a brief explanation and easy opportunity to sign up
Signing up is simple by entering the child’s name and birth (or due) date and an optional photo
Their New Home page shows their child and an option to add five more children to track
Relevant child development content is delivered right to your new phone for your child’s exact age
Case Study:Todo Bebé
Three Takeaways
Mindset not language
Think engagement not mass efficiency
The Latino 1:1 approach