US Hispanic Trends and Behaviors

1. Introductions!2. Alcance Media Group - Hispanic Digital Media Solutions!3. Hispanic Audiences – Segmenting!4. Hispanic Media/Tech Consumption!5. Hispanic Shopping Trends!6. Generational Interests!7. Hispanic Advertising Messaging!8. Q/A

Hispanic Digital Media

The  Alcance  Media  Group  Difference

• 25MM  Monthly  Uniques  –  US  Hispanics  !

• Targeted  Content/Channels  !

• Demo,  Geo  and  Age  Targeting  !

• Online,  Mobile,  Tablet,  Video,  RM,  Social,  Bloggers  !

• Premium  Content  Partners  !

• 100%  Audience  Speak  Spanish  !

• 55%  Speak  Both  Spanish  &  English  !

• Alcance  Media  Group’s  Audience  is  engaged  –  they’re  leaning  in  to  consume  their  media  and  content

US  Hispanic  Population

Sources:- 1Google/OTX Google/OTX US Hispanics, October 2013-

Segmentation

Acculturation is the adoption of the behavior patterns of the surrounding culture.

• Acculturation  is  the  time  between  arrival  to  a  new  culture  and  

assimilation  into  that  culture.  

• Hispanics  may  have  longer  acculturation  periods  due  to  staying  

connected  to  culture/roots  and  celebration  of  diversity  

• Technology  allows  people  to  stay  connected  with  friends  and  

family  back  home  

• “Celebration  of  diversity”  –  Now  is  encouraged  vs.  not  

encouraged  20-­‐30  years  

Hispanic  Tech  Consumption

The growing Hispanic middle class is super connected

• 88%  of  U.S.  Hispanics  with  a  HHI  of  $50k+  are  online  

• 41MM  U.S.  Hispanics  have  a  Mobile  phone  (77%  of  the  Population!)  

• 64%    -­‐  By  Age  15  Own  a  Mobile  Phone  

• 78%  -­‐  By  age  17  Own  a  mobile  a  phone  

• U.S.  Hispanics  spend  42%  more  on  mobile  devices  &  35%  more  on  data  services  than  the  general  market.

Source: AHAA Hispanic Study 2013

KEY INSIGHT: Tech, Financial Services & Travel categories should continue to invest in reaching US Hispanic audiences in media where they explore your products, research options, share experiences with communities, and have access to purchase.

Hispanic  Tech  and  Shopping  Trends

US Hispanic Audience Shops Via Smartphones

• 54%  of    US  Hispanic  Smartphone  Owners  visited  an  

online  store  

• US  Hispanics  spend  more  time  in  online  stores,  via  

their  mobile  devices,  than  the  general  population  

and  have  over-­‐indexed:  

‣ Macys.com  Index  of  245  (Non  Hispanics  Index  100)  

‣ Sears.com  Index  of  187  

‣ Gamestop.com  Index  of  159  

‣ Walmart.com  Index  of  153  

‣ OldNavy.com  Index  of  140  

Source: Media Post Jan 2014

Hispanic  Shopping  Trends

US Hispanic Audience and Social Shopping

• US  Hispanics  are  30%  more  likely  to  purchase  a  product  advertised  on  a  Social  Site  

• US  Hispanics  also  use  technology  to  make  the  most  efficient  purchases.  A  Valassis  study  showed:  

‣ 84%  of  US  Hispanics  look  for  online  coupons,  compared  to  71%  of  US  General  population  

‣ 80%  of  US  Hispanics  have  downloaded  online  coupons  from  a  mobile  device,  compared  to  only  

66%  of  the  US  General  Population.  

‣ Almost  70%  of  US  Hispanics  said  they  have  used  coupons  found  on  social  media  sites  and  61%  

said  they  have  shared  coupons!    This  is  more  than  20%  more  than  the  general  consumer;  with  

only  39%  of  them  stating  they  share  coupons  via  social  media.

Source: Media Post Jan 2014

Hispanic  Media  Consumption

Source: Nielsen 2013

!

Activity Hours/day

Watching TV 3.54

Using internet on home computer 3.50

Listening to music online 2.22

Watching videos online 1.92

Reading e-books 1.87

Playing computer video games 1.84

Using internet on tablet 1.72

Using internet on cellphone 1.72

Listening to radio 1.70

Playing console video games 1.70

Activity Hours/day

Listening to MP3 1.67

Playing portable video games 1.67

Playing video games on tablet 1.60

Using IM 1.32

Talking on cellphone 1.24

Emailing 1.18

Texting on cellphone 1.17

Playing video games on cellphone 1.16

Reading newspapers 0.88

Reading magazines 0.75

Hispanic  Media  Consumption

• 66%  say  it’s  important  to  be  recognized  as  Hispanic  through  culturally  relevant  content  

• 67%  Go  Online  for  UGC  Content    

• 40%  of  online  Hispanics  create  content  and  provide  their  opinions  online  

• Entertainment  content  is  also  key  content  appeal  for  online  engagement

0%

10%

20%

30%

40%

Hispanics Non-Hispanic

27%35% 30%

37%26%

37%

Listen to Internet RadioWatch Streaming VideoDownload Music

Source: AHAA Hispanic Study 2013

Hispanic  Media  Consumption

Hispanics live an online collective life• 77%  are  engaged  in  Social  Networks  

• 20%  of  Hispanics  online  are  considered  “Hispanic  fluentials.”    

• “I’m  the  first  of  my  friends  to  have  new  electronic  equipment”*  

• 24%  more  likely  than  gen-­‐market  to  be  the  first  to  buy  a  new  smartphone*  

• 8%  more  likely  to  be  the  first  to  purchase  tablets*  

• 6%  more  likely  to  purchase  3-­‐D  TV*

Multitasking: Part of the Hispanic DNA:

Source: AHAA Hispanic Study 2013!* Nielsen’s Cross-Platform Report!* ** Simmons 2013

• 17  hours  per  week  online  

• 14  hours  per  day  with  a  technology  device  vs.  8  hours  for  the  general  population  

• Perfect  target  audience  for  integrated,  multi-­‐channel  campaigns  

• 21%  More  than  the  General  Population  -­‐  Visit  websites  on  their  mobile  devices,  while  watching  TV**  

• 62%  more  digital  video  than  non-­‐Hispanics*

Hispanic  Millennials

Source: AHAA Hispanic Study 2013

Hispanic Millennials:Greater Opportunities vs other Hispanic generational segments

FoodC-stores.Candy, frozen pizza, spirits, packaged meat, QSR, ice cream, yogurt

Tech/EntertainmentHigh tech devices: plan to buy more blue ray, HDTV, tablets. Avid users of internet, smartphone & apps

Other PurchasesInfant, music/video, furniture, sport equipment, office supplies. Online purchases.

AutoUsed car

DemographicsNot married. Employed PT. Sales/office jobs. College courses.

CivicRechargeable batteries

CouponsE-mail & Internet

HealthHealth club. Maternity care, OB/GYN. ER user.

Financial

Debit card, check cashing & checking account.

Hispanic  Millennials

• 59%  of  adult  Hispanic  Millennials  (age  18  to  29)  were  born  in  the  

U.S  (34%  of  Hispanics  over  30  are  foreign  born)  

• 45%  of  Hispanics  18-­‐34  live  with  their  parents  

• Consume  online  media  on  muljple  screens,  oken  simultaneously  

• Concerned  with  being  influencers  

• Content  they’re  seeking:  Lifestyle,  Entertainment,  News/Media  

and  Sports.

Sample  Publishers

Source: Tr3s Insights 2012, 2013

Hispanic  GenXers

Source: AHAA Hispanic Study 2013

Hispanic Gen Xers:Greater Opportunities vs other Hispanic generational segments

FoodQSR & C-stores. Yogurt, tortillas, coffee, baby food, energy/nutrition bars & ready to eat cereal.

Tech/EntertainmentMovie goers. High tech devices and plan to buy more. Median users of Internet, smartphone & apps.

Other PurchasesChildren clothing, game/toy, cosmetics/perfume/skin care, furniture, shoes, sport attire/equipment, home accessories.

Auto2 vehicles

DemographicsBlue collar, married. FT job. Dual Earners.

TravelAirline & lodgingreservations online.

HealthRx drugs. Cold/flu allergies, children meds. Maternity care & pediatrics.

FinancialCredit cards or Debit card.

Hispanic  Moms

• Head  of  HH,  decision  makers  

• Median  Age  34  

• Consume  Online  Content  to  make  most  use  of  their  

limited  jme    

• Mobile  Shopping  is  #1  efficiency  tacjc  

• 75%  Travel  with  3+  Members  of  Family  

• Content  they’re  seeking:  Cooking,  Parenjng,  

Vacajon,  Holiday,  BTS    

Sample  Publishers

Hispanic  Baby  Boomers

Source: AHAA Hispanic Study 2013

Latino Boomers:Greater Opportunities vs other Hispanic generational segments

FoodCoffee and nuts

Other PurchasesGlasses & contacts, dry cleaners

AutoNew car, car insurance Own 3+ vehicles

DemographicsBlue collar, married. FT job. Dual Earners.

TravelDomestic & Foreign trips

CivicRegistered to vote: Democrats. Contribute $ to religious orbs. Energy efficient devices (windows, light bulbs).

HealthPrescription drugs mainly because of high blood pressure, arthritis, diabetes & digestive disorders. Specialist see more: ophthalmologist, cardiologist & pediatrist. Health insurance.Financial

Credit cards or Debit card.

Advertising  Message

KEY INSIGHT: Connecting Hispanics online is not merely a matter of language anymore: It’s about connecting culturally and becoming a catalyst in the community. Online Hispanics move from Spanish to English and back again in different moments of an interactive brand experience.

Spanglish ¡Vámonos!

¡Gracias!Sales  Manager  415-­‐625-­‐5130  

sales@lacancemg.com

1005  Sansome  Street,  #  336  -­‐  San  Francisco,  CA.  94104