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