Post on 19-May-2015
description
©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
The Nature of the Hispanic Mobile Market:Featuring new research from Experian Simmons
Dr. Max Kilger, Chief Behavioral Scientist, Experian Simmons
2©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Why is the Hispanic mobile scene so important?
Resources used for the analysis► Simmons NHCS, Simmons Connect, Simmons DataStream
Topline findings of reach and key mobile/tablet activities► Social Networking, Texting, Email, IM/Chat, etc.
► Gaming, Music, Video, Newspapers, Magazines, etc.
A Day in the Mobile Life► Social Networking, Browsing, IM/Chat, Texting
Advertising Receptivity Trends and Brand Examples
Summary
Agenda
3©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Mobile technology has emerged as a key social and communications channel for Hispanics
There is a strong synergy between the ability of mobile technology to quickly connect people and their lives and the emphasis that is placed on family and relationships in Hispanic culture
Hispanics are fast becoming the most agile and prolific adopters of mobile technologies in the United States
Why is the Hispanic Mobile Scene So Important?
4©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
What Korzenny (2011) says about Hispanics, smartphones and tablets*
► Hispanics are digital innovators► Hispanics are strongly engaged with new media and
online technology► Hispanics lead in current ownership and aspiration for
ownership for smartphones and tablets► When it comes to mobile technology, Hispanics are the
most aggressive users of mobile technology for Internet navigation and use
What Do Other Hispanic Marketing Experts Say About the Hispanic Mobile Scene?
*http://felipekorzenny.blogspot.com
5©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Simmons National Hispanic Consumer Study► National probability sample of over 25,000 respondents► Large oversample of Hispanics ► Spanish and English language administration of survey► Over 60,000 consumer, media and psychographic
variables
Simmons DataStream► National estimates of over 50,000 variables on a weekly
basis
Data Sources Experian Simmons Used for This Presentation
6©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Simmons Connect► New initiative utilizing both self-report as well as passive
measurement applications on smartphones, tablets and personal computers
► Ability to passively report on application use, web browsing and geo-location of mobile devices
► Spanish and English speaking Hispanics and non-Hispanics
► Thousands of mobile metrics
Data Sources Experian Simmons Used for This Presentation
7©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Topline findings
8©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanic Non-Hispanic0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51% 47%
35% 42%
7 Day1 Day
Mobile Phone Incremental and Cumulative Reach1 day reach among Hispanics exceeds non-Hispanic
85% 89%
9©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanic Non-Hispanic0%
5%
10%
15%
20%
25%
11% 10%
9%7%
7 Day1 Day
Tablet Incremental and Cumulative ReachHispanic 7 day reach 18% greater than non-Hispanic
20%17%
10©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanic Non-Hispanic0%
10%
20%
30%
40%
50%
60%
70% 66%
58%
26%29%
13%
8%
18% 17%
Messaging
IM/Chat
Social Net
Mobile Phone Activities Engaged in Last 7 DaysHispanics outpace non-Hispanics among most social activities on a mobile phone
11©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanic Non-Hispanic0%
5%
10%
15%
20%
25%
30%
26%
16%
9%8%
18% 18%
22%21%
Music
Video
Games
Websites
Mobile Phone Activities Engaged in Last 7 DaysHispanics outpace or equal non-Hispanics in engaging in other mobile phone activities
12©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanic Non-Hispanic0%
10%
20%
30%
40%
50%
60%
70%
80%
55%
68%
20%
10%
34%
40%
33%30%
39%
31%
IM/Chat
Social Net
Video
Music
Tablet Activities Engaged in Last 7 DaysHispanics tablet users more likely than non-Hispanics to IM/chat, watch videos and listen to music
13©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanic Non-Hispanic0%
10%
20%
30%
40%
50%
60%
70%
49% 48%
22%27%
11%15%
12%
19%
46%
62%Games
E-Books
Magazines
Newspapers
Websites
Tablet Activities Engaged in Last 7 DaysHispanic tablet users less likely than non-Hispanics to read e-books, mags, newspapers and visit Websites
14©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanic Non-Hispanic0%
10%
20%
30%
40%
50%
60%
70%
80%
63%68%
24% 23%
13%9%
5 hrs or less5 to < 20 hrs20 hrs or more
Mobile Phone Time Spent Last 7 DaysHispanics 44% more likely than non-Hispanics to spend 20+ hours on their mobile phone in a week
15©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanic Non-Hispanic0%
10%
20%
30%
40%
50%
60%
70%
80%
71%
56%
22%
36%
7% 8%
5 hrs or less5 to < 20 hrs20 hrs or more
Tablet Time Spent Last 7 DaysOn average, Hispanics spend less time on their tablet than non-Hispanics
16©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
A Day in the Life
17©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Devices Used to Access Social NetworkingHispanics are more likely to access social networking from mobile phones, tablets, games and MP3 players
72%44%
21% 21% 7% 6%
79%
41%26% 19%
5%4%
Hispanic
Non-Hispanic
Base: Adults who accessed social networking from at least one device last 7 days
18©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
A Day in the Life: Social NetworkingHispanics take a break from social networking after lunch
19©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
A Day in the Life: FacebookWe see similar post-lunch lull for using the Facebook mobile app
20©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
A Day in the Life: BrowsingMobile and tablet browsing levels are higher and more stable after 2:00PM
21©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
A Day in the Life: IM/ChatEven during late night hours, Hispanics are IMing and chatting on the phone and tablet
22©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
A Day in the Life: Text MessagingTexting grows steadily throughout the day until 5:00PM when it begins to taper off
23©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Ad Receptivity and Brand Applications
24©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Interested in Receiving Cell Phone AdsHispanics more interested in cell phone ads and growing more receptive
Hispanic
Non-Hispanic
25©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Willing to Receive Ads on Cell in Exchange for Something of Value
Hispanic
Non-Hispanic
26©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Interest in Paying for Items with Cell PhoneNon-Hispanics gaining ground on Hispanics when it comes to using their phone to pay for things
Hispanic
Non-Hispanic
27©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
IM/Chat Social Net Video Music Games0
20
40
60
80
100
120
140
160
135
113 112120
95
Advertising Receptivity by Tablet ActivitiesHispanics who use their tablet to IM/chat are more receptive in advertising then the average tablet user
Base: Hispanic+used tablet last 7 days
28©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
0
20
40
60
80
100
120
140129 126
63
85
69
Reach Culturally In-Touch Hispanics with IM/ChatHispanics who keep up with Latin music, news or sports are more likely to IM/chat on their phone
Base: Hispanic+used mobile phone last 7 days
29©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
IM/Chat Social Net Music0
20
40
60
80
100
120
140
160
118123 119
139
117
130
149
134
120
McDonald's KFCDomino's
Mobile Activities Index by Fast Food ChainMobile Hispanics who engage in numerous mobile activities are more likely to eat at leading fast food chains
Base: Hispanic+used mobile phone last 7 days
30©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Video Games Websites0
20
40
60
80
100
120
140
160
180
113
127121
115
140
121
156
140 140
McDonald'sKFCDomino's
Mobile Activities Index by Fast Food ChainHispanics who watch mobile video are 56% more likely to eat at Domino’s than the average mobile Hispanic
Base: Hispanic+used mobile phone last 7 days
31©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
IM/Chat Social Net Music0
20
40
60
80
100
120
140
114109 113109
95
114
133
111 111
McDonald'sKFCDomino's
Tablet Activities Index by Fast Food ChainHispanics who access social networks via tablet are 5% less likely to eat at KFC than all Hispanic tablet users
Base: Hispanic+used tablet last 7 days
32©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Video Games Websites0
20
40
60
80
100
120
140
106112
103105 102 98102
122
80
McDonald'sKFCDomino's
Tablet Activities Index by Fast Food ChainHispanics who visit Websites via a tablet are 20% less likely to eat at Domino’s than all Hispanic tablet users
Base: Hispanic+used tablet last 7 days
33©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Messaging IM/Chat Social Net0
20
40
60
80
100
120
89
78
89
107 109 110
$100 or LessMore than $100
Grocery Expenditures by Mobile Phone ActivitiesHispanics who access social networking from their phone most likely to spend $100+/ month on groceries
Base: Hispanic+used mobile phone last 7 days
34©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Summary
35©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Hispanics are more likely to► Outpace non-Hispanics for many social activities on
mobile phones► Be more entertainment focused with tablets than non-
Hispanics► Be heavy 20+ hours/week mobile phone users than non-
Hispanics► Access social networking from mobile phones, tablets,
game consoles or MP3 players than non-Hispanics► Be more receptive to advertising on mobile phones
There are definite mobile activity differences among Hispanics across products such as fast food brands
Summary
36©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.
For additional information…
Visit:
www.experian.com/simmons
Follow: Scan:
/ExperianSimmons
@ExperianSimmons
37©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.