Hispanics
According to the United States 2010 Census Bureau report, the Hispanic population increased by 15.2 million between 2000 and 2010 and account for over half of the 27.3 million increase in the total population of the United States (www.census.gov). Hispanics have taken to social media and are more engaged in the technology than any other minority. According to an article by Glenny Brock,“Hispanics are more likely than other groups to use Twitter (Pew Internet & American Life Project). They engage more with Facebook (BIG Research). They are more likely to use a mobile phone for text messaging (Scarborough Research), and are aggressive adopters of smartphones (Big Research), (Brock, pg. 1).
Marketers have been actively targeting the Hispanic market not just because Hispanics are an expanding segment of the population but also because Hispanics, “according to a 2007 survey by M: Metrics, Seattle, U.S. Hispanics
are much likely to use their mobile phones to do things beyond normal voice calls. While 3.1% of the general
population used their mobile devices to watch videos, 6.7% of Latinos did and 26.8% of Hispanics sent a photo or video with their phones vs. 15.3% of the general population. Part of this boils down to demographics: 51.5% of U.S. Hispanics with phones are between 18 and 34 years old while 31% of the general “mobile” population falls within that
range” (de Lafuente, pg. 1). According to the Pew Hispanic Center’s 2010 study on Latinos and digital
technology, “Hispanics have a greater use of mobile technology which stands in contrast to their use of the first wave of Internet technologies—Latinos, for example, are less likely to own a personal computer than the general population,
and less likely to have home broadband access” (Brock, pg. 2)
http://blog.latism.org/2011/01/our-new-latism-casita/
Web usage by Hispanics shows a growing gap between Hispanic immigrants and those raised in America. “Among U.S. born Latinos, 76 percent are online, compared to 43 percent for those born outside the U.S. The generational split becomes clearer the longer Latinos live in the U.S. and more fluent they are in English. Eighty percent of second-generation Latinos are Web users; just a third of Latinos who speak only Spanish go online. Some surveys show that broadband use by younger Latinos is higher than for the general population and these users are gravitating to social networking, online video and particularly to mobile media in droves” (Shields, pg. 1).
http://www.youtube.com/watch?v=KS0swczrSUs&feature=relmfu
Marketers are turning their attention to the fast growing Hispanic market. Kmart started a Latina Smart platform that set around five “blogueras”. Each of the five Latinas posts regular blogs on both the Latina Smart Facebook page and on their own blogs, and engages other activities such as Twitter parties and photo contests. Mark Snyder, Kmart’s chief marketing officer stated that, “one of the key insights about Latinas is they see themselves as empowered women and that’s what Latina Smart is about” (Wentz, pg. 1). According to the eMarketer’s February 2012 “American Pulse Survey” found that, “while greater percentages of black internet users spent larger blocks of time online than the other groups studied, Hispanic internet users spent more of their online time on social media sites. They also found that on an average day, 26.8 percent of Hispanic internet users spent six hours or more on social media sites, while 20.4 percent of black internet users and only 8.5 percent of total users spent that much time on social sites”(Villaneda, pg. 1).
According to a survey done by BlogoSphere in 2011 and released by LATISM found that:
·
61 percent of Hispanics use social media for personal purposes, followed by business, self-promotion and for doing social good.
·
The top three blogging topics are Latino Issues (45 percent), followed by Social Good and Education.
The majority (48 percent) prefer to shop online.
·
Price is the biggest driver at the time of purchase.
·
Their reasons for blogging vary by individual, but a common thread is their deep connection to their community and their faith in the power of blogging as a tool for change.
According to the Pew Mobile Access 2010 report, Latinos and African Americans use a wider range of their phones’ features than whites do. In fact, they are more likely than whites to do all of the activities that Pew asked about.
In some cases, the percentage of these groups using a given feature was more than twice the percentage of whites who do (Yelton, pg. 7). Ivan Braiker, CEO of HipCricket, a Kirkland, Washington mobile marketing company whose clients include Spanish language radio stations stated that, “Hispanics lead the way and are No. 1 consumers on a lot of the various segments related to the mobile phone and, in text, they absolutely lead the way”(de Lafuente, pg. 2).
Marketers have been actively targeting the Hispanic market not just because Hispanics are an expanding segment of the population but also because Hispanics, “according to a 2007 survey by M: Metrics, Seattle, U.S. Hispanics
are much likely to use their mobile phones to do things beyond normal voice calls. While 3.1% of the general
population used their mobile devices to watch videos, 6.7% of Latinos did and 26.8% of Hispanics sent a photo or video with their phones vs. 15.3% of the general population. Part of this boils down to demographics: 51.5% of U.S. Hispanics with phones are between 18 and 34 years old while 31% of the general “mobile” population falls within that
range” (de Lafuente, pg. 1). According to the Pew Hispanic Center’s 2010 study on Latinos and digital
technology, “Hispanics have a greater use of mobile technology which stands in contrast to their use of the first wave of Internet technologies—Latinos, for example, are less likely to own a personal computer than the general population,
and less likely to have home broadband access” (Brock, pg. 2)
http://blog.latism.org/2011/01/our-new-latism-casita/
Web usage by Hispanics shows a growing gap between Hispanic immigrants and those raised in America. “Among U.S. born Latinos, 76 percent are online, compared to 43 percent for those born outside the U.S. The generational split becomes clearer the longer Latinos live in the U.S. and more fluent they are in English. Eighty percent of second-generation Latinos are Web users; just a third of Latinos who speak only Spanish go online. Some surveys show that broadband use by younger Latinos is higher than for the general population and these users are gravitating to social networking, online video and particularly to mobile media in droves” (Shields, pg. 1).
http://www.youtube.com/watch?v=KS0swczrSUs&feature=relmfu
Marketers are turning their attention to the fast growing Hispanic market. Kmart started a Latina Smart platform that set around five “blogueras”. Each of the five Latinas posts regular blogs on both the Latina Smart Facebook page and on their own blogs, and engages other activities such as Twitter parties and photo contests. Mark Snyder, Kmart’s chief marketing officer stated that, “one of the key insights about Latinas is they see themselves as empowered women and that’s what Latina Smart is about” (Wentz, pg. 1). According to the eMarketer’s February 2012 “American Pulse Survey” found that, “while greater percentages of black internet users spent larger blocks of time online than the other groups studied, Hispanic internet users spent more of their online time on social media sites. They also found that on an average day, 26.8 percent of Hispanic internet users spent six hours or more on social media sites, while 20.4 percent of black internet users and only 8.5 percent of total users spent that much time on social sites”(Villaneda, pg. 1).
According to a survey done by BlogoSphere in 2011 and released by LATISM found that:
·
61 percent of Hispanics use social media for personal purposes, followed by business, self-promotion and for doing social good.
·
The top three blogging topics are Latino Issues (45 percent), followed by Social Good and Education.
The majority (48 percent) prefer to shop online.
·
Price is the biggest driver at the time of purchase.
·
Their reasons for blogging vary by individual, but a common thread is their deep connection to their community and their faith in the power of blogging as a tool for change.
According to the Pew Mobile Access 2010 report, Latinos and African Americans use a wider range of their phones’ features than whites do. In fact, they are more likely than whites to do all of the activities that Pew asked about.
In some cases, the percentage of these groups using a given feature was more than twice the percentage of whites who do (Yelton, pg. 7). Ivan Braiker, CEO of HipCricket, a Kirkland, Washington mobile marketing company whose clients include Spanish language radio stations stated that, “Hispanics lead the way and are No. 1 consumers on a lot of the various segments related to the mobile phone and, in text, they absolutely lead the way”(de Lafuente, pg. 2).